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Pernod Ricard re-releases Beefeater Crown Jewel London Dry Gin

Pernod Ricard has re-introduced the ultra-premium 50% ABV version of its Beefeater London Dry Gin, the Beefeater Crown Jewel.

The gin, which has been heralded as a bartender’s favourite since it was released as a limited edition 20 years ago, is Inspired by the iconic jewels housed in the Tower of London and is the company’s bid to tap into the trend for ultra-premium gins.

Beefeater Crown Jewel’s liquid, which is bolder with its heightened alcohol strength, “captures the additional citrus notes from grapefruit peel” and has “unmistakeable depth,” according to the drinks giant.

Housed in a brand new ruby-inspired bottle to look like the Crown Jewels at the Tower of London, the packaging also pays tribute to Beefeater’s London heritage by featuring Beefeater’s iconic brick design to make it consist with the rest of the range.

Beefeater master distiller Demond Payne MBE said: “As an elevated expression of our house style, Beefeater Crown Jewel is one of my favourites within the portfolio due to its full, rounded and encompassing aroma and bartenders have been banging our door down to bring it back. To taste, you get fresh grapefruit-led citrus leading to the bolder kick of classic juniper at the crown. A long progression of warm spices and a hint of liquorice sweetness finish with a reminder of deeper citrus notes. The botanicals are beautifully balanced providing a long, complex flavours that excite the palate through to the finish. The higher alcohol strength of 50% ABV supports and lifts the delivery of the 10 botanicals.”

Beefeater global brand director Murielle Dessenis added: “Beefeater Crown Jewel provides those looking for reassurance and status from established international brands with something extra special from Beefeater. By 2024, one in every three bottles of premium gin will be super-premium and it therefore made sense for us to consider bringing back our ultra-premium gin from our archives that had previously been so well received by world renowned bartenders and connoisseurs. Beefeater’s most guarded gem is now reborn into a modern icon.”

Beefeater Crown Jewel is set to be will be available in 16 countries and is on sale from this month.


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