Beefeater has unveiled its lower-ABV Beefeater Botanics Lemon and Ginger release. The new offering from the Pernod Ricard-owned gin brand is made from a gin base and distilled botanicals, which is enhanced with ‘100% natural flavours’.
Bottled at 27.5% ABV, Beefeater Botanics Lemon and Ginger contains no added sugar, artificial flavours or sweeteners. A serve of 50ml Beefeater Botanics and 150ml light tonic contains jsut 83 calories. It offers zesty lemon aromas and a bite of ginger on the palate, along with delicate pine green notes.
The expression is first going through a pilot test with a launch across Canada this month. It is priced at CA$30.45 ($24 USD).
“Innovation is at the heart of Beefeater and it has been a strong start to the year for us, delivering new packaging worldwide and three new pilot tests: Beefeater Light in Spain, Beefeater Peach and Raspberry in the UK and now, Beefeater Botanics in Canada,” said Murielle Dessenis, global brand director. ”For us, innovation is about driving the premium, quality credentials of Beefeater but also responding to key consumer trends in each market to offer our core target consumer, 25-34-year-old urban explorers, something new and exciting.
“We know that for these consumers social connections are important and Beefeater Botanics will open up new drinking options not only to recruit new consumers into the brand but the wider gin category.”
Pernod Ricard has been stretching its entire business out over the last several months. Last month, the company acquired a majority stake in La Hechicera, a Colombian ultra-premium Rum brand launched in 2012 by Miguel and Laura, members of the long-established spirit-producing Riascos family, along with their friend Martamaria Carrillo. The family has been in the Rum business for three generations with Casa Santana Ron y Licores. In September, it acquired a majority stake in St Petroni owner Vermutería de Galicia.
