Beefeater launches ultra-premium gin
Beefeater will launch an ultra-premium gin that will retail at £69 in prestige off-trade outlets.
Beefeater Burrough’s Reserve marks the first addition to the brand’s core range since Beefeater 24 was launched in 2008.
It uses founder James Burrough’s original recipe from the 1860s and uses his original copper.
Adam Boita, marketing controller at Pernod Ricard UK, said: “We are looking to challenge gin lovers’ perceptions and redefine the way in which they consume gin by introducing them to a new way of enjoying their favourite spirit.”
Only a limited amount will be released annually.