Beefeater has launched a brand new rhubarb and cranberry flavoured gin, which is to be exclusively available in the UK.
The vibrant red liquid has been described by the producer as having nose notes of rich rhubarb with fresh sweet cranberry, a tart rhubarb taste with notes of juicy cranberries.
The ABV is 37.5% and will be available in selected on-trade venues, as well as ASDA and Waitrose, with an RRP of £19.49.
According to the 2021 IWSR, Beefeater is the number one Premium Flavoured Gin in 25 countries worldwide, with the company said to be driving the category toward innovation and discovering new flavour combinations. Beefeater’s Blood Orange and Pink Strawberry expressions have consistently remained two of the best-selling flavoured gins in the UK, despite competition, and Beefeater will undoubtedly be hopeful that this latest flavour follows suit.
Desmond Payne, Master Distiller for Beefeater, commented on the release: “This innovation is different to our original Beefeater Gin. The process starts by distilling the Beefeater Dry Gin base and then adding natural rhubarb and cranberry flavours. Whilst the product has a prominent fruit aroma, the base taste is discernibly that of juniper. Produced in our famous London copper stills, this is clearly part of the award-winning Beefeater family. The fruit influence is achieved using exclusively natural flavours – there is no compromise for excellence.”
Murielle Dessenis, Global Brand Director for Beefeater, added: “Beefeater Rhubarb & Cranberry is a bright, eye-catching colour that will appeal to the Instagram generation of gin drinkers, whilst providing a fresh and natural taste of our classic botanicals. The Flavoured Gin category must continue to excite consumers by grabbing their attention with elevated flavour profiles, which is why our new flavour is based on consumer preference in the UK. Beefeater Rhubarb & Cranberry pushes the boundaries, whilst maintaining the integrity of Beefeater’s classic recipe.”
A serving suggestion for the gin includes topping the rhubarb and cranberry flavoured liquid with 125ml of classic fever tree tonic, adding one dash of orange bitters and garnishing with a fresh or dried lime wheel.