In a time that can be said to be the most unprecedented for the alcohol industry with manier lookdowns and bans insight, gin consumers can get ready to welcome a new player in the market that will deliver nothing short of amazing from the world’s renowned gin makers – Beefeater.
With over 200 years of heritage, Beefeater, The World’s Most Awarded Gin, is now introducing Beefeater Blood Orange. This brand new expression builds on Beefeater’s long history of experimentation and is expertly made in London.
“That’s right, we are super excited to be introducing a new variant to our Beefeater stable. The purpose of the launch is to attract new consumers in a time that has called for much innovation and a reimagined approach to stay top of mind,” says Brand Manager Warrick Wyngaard.
Beefeater Blood Orange is made a little differently, creating the ultimate fresh twist in flavour. The brand also shares that they have added sweetened natural Blood Orange flavours to the dry gin base to create a drink with a fruity aroma and a distinct juniper aftertaste. The final taste is said to be natural and balanced yet juicy and bold.
“Essentially, we haven’t followed the usual gin category cues in how we show up. We’d like to see ourselves as the quintessential premium yet urban gin brand. So through this new offering, we want to break boundaries within the category and encourage consumers to experiment with Beefeater Blood Orange outside of the usual tonic serve,” adds Wyngaard.
The campaign launch which is titled “A Fresh Twist” is meant to signify a personality switch, looking at the world with a new perspective, celebrating life with enthusiasm, charisma and energy at a time when we need it the most. It’s a zest for life, adding a fresh twist to the brand’s approach.
The launch will extend across Out of Home, digital, E-Commerce, On and Off Trade, as well as influencer marketing.
Launching on March 1st nationwide, the tangy flavour of Blood Orange gives way to classic gin notes of juniper and angelica, developing a long rich finish. It’s different to anything else in the category in the sense that the brand has remained true to its gin base but added a twist and a citrus zest to refresh the palate.
Beefeater is The World’s Most Awarded Gin brand and with its distillery based in the heart of London, it’s the only historic dry gin distilled in the capital city. Created by James Burrough in the 19th century, the iconic Beefeater recipe has remained virtually unchanged and today is guarded by Beefeater’s Master Distiller, Desmond Payne, the most experienced gin distiller in the world. It is also loved by bartenders internationally for its consistent, outstanding quality and its classic London dry taste.