Beefeater joins the pink gin party

Illustrating the growing popularity of the pink gin category, Beefeater has joined the pink gin party with an expression infused with strawberries.

Targeted at “young millennials”, Beefeater Pink takes Beefeater London Dry gin as a base, with is classic flavours of citrus and juniper, and riffs on it with the addition of strawberries.

The pale pink expression took master distiller Desmond Payne MBE months to perfect, and, rather than be first to market with a pink gin, brand owner Pernod Ricard was keen for Payne to create “the best expression on the market”.

“We’re not the first out with a pink gin, but we were determined to get it right. Things move on….