Beefeater gin launches London Market limited edition

09 June, 2011

Beefeater gin has launched a limited-edition expression called London Market.

The gin’s recipe is inspired by the exotic ingredients found in the capital’s food markets and the product has a recommended selling price of £17.99.

Master distiller Desmond Payne toured London’s markets in search of fresh ideas and opted for a blend which includes pomegranate seeds, kaffir lime leaves and cardamom pods. He said: “By using these exotic botanicals, I wanted to create a gin that captures the drinker’s imagination, reminding them of all the colourful aromas, tastes and charm of London’s bustling markets in the summertime.”

Beefeater brand ambassador Tim Stones has developed a series of new cocktails and punches for London Market, including Kaffir Lime-ade, Pommy Punch and Portobello Punch.

Marketing director at Chivas Brothers Eric Benoist said: “We are committed to driving the premium gin category forward by introducing innovative new products and different serving suggestions. Our Limited Editions are a perfect example of this commitment, and will provide the consumer with fresh inspiration, distinguishing Beefeater in what is a highly competitive market.”




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