Beefeater adds purple variant to its flavoured gin collection
Beefeater is adding a violet-coloured gin as a third variant in its flavours range.
Beefeater Blackberry is created by distilling the Beefeater London Dry Gin base and then adding natural blackberry flavours.
The newcomer taps into growth in purple gins, which is the third fastest growing flavoured gin in the UK, according to brand owner Pernod Ricard UK.
Louise Ryan, managing director, The Gin Hub, said: “We are delighted to be introducing Beefeater Blackberry to a new generation of gin drinkers who are eager to explore this thriving category. The UK market is one of the biggest gin markets in the world and Beefeater grew 275% in the UK off-trade last year.
“We have been blown away by the success of both Beefeater Pink Strawberry and Beefeater Blood Orange, with almost 150,000 cases sold across both flavours in the UK last year. That’s 10 times the previous year, showing consumer appetite for new and exciting visual serves continues to grow.”
For every £1 spent on gin in the off-trade last year, 25p was on flavoured gin, according to the company.
Beefeater Blackberry is desired as having a bitter-sweet flavour with classic gin notes of juniper and Angelica, developing into a “long, rich finish”.
The new variant will be available for 12 months as a Tesco exclusive from September 9, priced at £18.99.