Opening of Beefeater London: The Home of Gin05/22/2014
London’s first dedicated gin distillery visitor centre was officially opened on 21st May 2014 by Alexandre Ricard, Deputy CEO and COO of Pernod Ricard.
Beefeater London Dry Gin is the only historic gin still distilled in the capital city and is qualified to tell the remarkable story of the London gin to its fans around the world. Since 22nd May 2014, Beefeater is lifting the lid on the stories and events behind one of the world’s favourite spirits as it opened the doors of its distillery to the global public.
Housed in the Beefeater distillery - an existing landmark building since 1958 - Beefeater London: The Home of Gin is part of Pernod Ricard’s long-term strategy for ensuring the continued global growth of the premium gin category, as Laurent Lacassagne, Chairman and CEO of Chivas Brothers, explains:
“This opening celebrates Beefeater’s unrivalled authenticity and provenance and will provide gin fans with a truly unique experience which is not just educational, but also engaging and inspiring. We are confident that this investment will continue to drive the growth of the entire gin category.”
The premium and super premium gin segments are experiencing encouraging growth at present, with global sales uplifts of six percent and 27 percent reported respectively in 2012 and Beefeater is at the forefront of this growth.
The Mayor of London, Boris Johnson, commented “I welcome the opening of another visitor attraction in this great city. I am sure that thousands of British and international visitors will make their way to the ‘Beefeater London: The Home of Gin’ to learn more about London’s long history of gin production.”
London’s newest tourist attraction has been created under the careful watch of Master Distiller, Desmond Payne, who has over 45 years’ experience in the gin industry and is considered one of the world’s leading gin experts. Payne and his team have worked tirelessly, trawling the distillery’s vaults and archives, as well as commissioning bespoke pieces for the exhibition.