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Beefeater launches summer gin

Beefeater has created a limited edition version of its London Dry Gin, which it hopes will be the spirit of choice for gin & tonic drinkers this summer.

Master distiller Desmond Payne selected new botanicals, including elderflower, hibiscus and blackcurrant, to sit alongside the brand’s traditional blend and capture what he considered to be the spirit of summer.

Payne explained: “I wanted to create a gin that would be ideally suited to lighter summer drinks and take advantage of those rarer botanicals that are less available to remind consumers of the wonderful aromas and tastes of summer in a gin.”

The new blend is designed to be lighter in style to the original but will be presented in the same clear bottle decorated with images of the new botanicals.

Simon Burley, brand director for gins at Chivas Brothers, said: “Beefeater has a long-standing tradition of innovation stretching back to the days of James Burrough and we are committed to continuing this.

“We are planning more limited editions in the future and are confident that they will capture the imagination of gin lovers around the world and create even greater stand out for the brand in a competitive market.”

The new Beefeater London Dry Summer Gin will be available in the UK from May for a limited period, RRP £17.99.

Rupert Millar, 28.04.2010

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