Pernod Ricard has released a pink, strawberry-infused Beefeater gin to capitalise on the growing appetite for the spirit among younger consumers.
Beefeater Pink is the first gin developed by The Gin Hub, a stand-alone company created by Pernod Ricard to spur the growth of gins across its Beefeater, Plymouth and Seagram’s ranges.
The drink is made with a blend of flavours including natural strawberry, citrus and juniper botanicals, and is packaged in a clear 70cl bottle to showcase its vibrant pink colour.
Pernod Ricard claims that the drink was created with the tastes of young consumers in mind, as the drink offers a “delicious, fun and visually appealing option”.
Eric Sampers, brand director for Beefeater Gin, said: “Beefeater Pink really captures what gin has become, a modern, vibrant, colourful and innovative category, where consumers are not afraid to challenge the classics and conventions.
“Distilled in London, Beefeater Pink represents the spirit of the city where convention and modernity coexist with each other.”
Sophie Gallois, managing director of The Gin Hub, added: “We know that the gin industry is booming and there is a real appetite for new and innovative expressions that offer consumers a different drinking experience.
“In Spain, for example, the pink gin trend accounts for 40% of all value growth within the total gin category, so there is huge potential to tap into. I’m delighted that The Gin Hub is introducing Beefeater Pink.
“This statement drink showcases the incredible quality of Beefeater Gin, while the fresh addition of strawberry to our vibrant botanicals gives the drink its pink colour.”
Beefeater Pink will be released in 12 countries from March, and the drink is set for release in the UK in April with a suggested retail price of £18.99 per bottle.
© FoodBev Media Ltd 2018