pink Gordon’s gin from last year<\/a>)<\/p>\n\u201cWe\u2019re not the first out with a pink gin, but we were determined to get it right. Things move on and are cyclical and we need to be looking at new ideas,\u201d Payne told Drink Business magazine.<\/p>\n
\u201cThe strawberry works well with the other flavours in the gin. It was really important to me to get the right balance of the flavours and for it to not be too sweet.<\/p>\n
\u201cSoft fruits don\u2019t distill very well so we add the natural strawberry flavour after distillation.\u201d<\/p>\n
While creating the recipe for Beefeater Pink, Payne took inspiration from the distillery\u2019s pharmacist founder James Burrough, whose inventions included raspberry gin and cherry brandy. Beefeater Pink is the first innovation to be launched by The Gin Hub, a new, stand-alone entity that brings together four of Pernod Ricard\u2019s gin brands: Beefeater, Plymouth, Seagram\u2019s and Monkey 47, under one roof.<\/p>\n
\u201cBeefeater Pink captures what gin has become \u2013 a modern, vibrant, colourful and innovative category, where consumers are not afraid to challenge the classics and conventions.<\/strong><\/p>\n\u201cDistilled in London, Beefeater Pink represents the spirit of the city where convention and modernity coexist,\u201d said Eric Sampers, brand director for Beefeater.<\/strong><\/p>\n\u201cThe gin industry is booming and there is a real appetite for new and innovative expressions that offer consumers a different drinking experience.<\/p>\n
\u201cIn Spain, the pink gin trend accounts for 40% of all value growth within the total gin category, so there is huge potential to tap into,\u201d said Sophie Gallois, managing director of The Gin Hub.<\/p>\n
\u201cOur main target is young millennials aged 20-27. We want to recruit them into the gin category and Beefeater Pink is an approachable expression. We wanted the marketing around it to be playful, fresh and gender neutral. We\u2019re not specifically targeting it at women.<\/p>\n
\u201cI think pink gin will be the big trend of the summer. There is a passion for pink at the moment and we\u2019re confident Beefeater Pink is going to be a success. We\u2019re not just another pink gin \u2013 we\u2019ve got a spectacular product.<\/p>\n
\u201cThere was a risk that if we launched a pink gin we might be taken less seriously, that\u2019s why we took our time to get it right. Trends can be bubbles that burst but this is more than a bubble as it both looks great and tastes great \u2013 Beefeater Pink at Wimbledon, what could be better?\u201d she added.<\/p>\n
As to whether other colours might be considered, Gallois said Pernod is sticking to pink for now. \u201cWe won\u2019t be launching a whole rainbow of coloured gins. If you over stretch the idea there\u2019s a danger that you might lose your integrity,\u201d she said.<\/p>\n
\u201cI think the popularity of \u2018millennial pink\u2019 has driven the pink gin trend to an extent. It has had an influence in fashion, drinks and design. Millennials drink with their eyes,\u201d she added.<\/strong><\/p>\nPriced at \u00a320 a bottle in UK markets, the 37.5% ABV Beefeater Pink will be rolled out in 12 countries in March before the rest of the world.<\/p>\n","protected":false},"excerpt":{"rendered":"
Responding to the growing popularity of pink gin, Beefeater has joined the pink party with an expression infused with strawberries.<\/p>\n","protected":false},"author":4,"featured_media":30004,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_monsterinsights_skip_tracking":false,"footnotes":""},"categories":[2597,1,7099,7097],"tags":[5736,5735,69,76,5739],"class_list":["post-29999","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-best-selling-brands-in-duty-free","category-latest-news","category-spirits","category-wines-spirits","tag-beefeater-london-dry-gin","tag-beefeater-pink","tag-duty-free","tag-gin","tag-pink-gin"],"acf":[],"amp_enabled":true,"_links":{"self":[{"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/posts\/29999","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/comments?post=29999"}],"version-history":[{"count":0,"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/posts\/29999\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/media\/30004"}],"wp:attachment":[{"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/media?parent=29999"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/categories?post=29999"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/tags?post=29999"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}