- Bursting with citrus flavour, The World’s Most Awarded Gin1 celebrates one of its nine, iconic botanicals with a new distilled Gin with a hint of lemon
Beefeater, The World’s Most Awarded Gin[1], is throwing the spotlight on one of its most iconic botanicals for its latest flavour innovation: Beefeater Zesty Lemon. Bursting with natural, citrus flavour, Beefeater Zesty Lemon takes inspiration from founder James Burrough, who only selected the freshest lemons from London’s Covent Garden market, to create a new, elevated twist.
Beefeater Zesty Lemon has been masterminded by legendary Master Distiller, Desmond Payne MBE, and adds natural lemon flavours to the classic Beefeater London Dry Gin base. Whilst the new Gin has a prominent citrus aroma, the base taste is discernibly that of juniper. Produced using the classic Beefeater London Dry Gin recipe as a base, the fruit influence is achieved by adding exclusively natural flavours with no added sugar and no compromise on excellence.
Desmond Payne MBE, Master Distiller, Beefeater, adds: “Citrus has always been an important element in our Gins. It brings freshness to the balance of the overall flavour. It is also a perfect complement to the classic notes of juniper and the earthier flavour of angelica. Beefeater Zesty Lemon was inspired by the Burrough’s Lemon Gin produced in the 1950s. This contemporary approach delivers a zingy freshness that makes it perfect for today’s discerning Gin drinker. A hint of sweetness on the palate with a burst of zesty lemon on the finish.”
Murielle Dessenis, Global Brand Director, comments: “We can’t wait to share Beefeater Zesty Lemon with our Urban Explorers because it delivers a refreshingly balanced and natural taste . Our Urban Explorers are constantly on the hunt for something new. For these consumers, taste and visual are king and lemon is currently the top-ranking flavour with high-visual potential[2]. Our new Flavoured Gin is not only vibrant and perfect for Instagram, but citrus has always been at the centre of Beefeater, making it a perfect fit for the brand!”
Premium+ Flavoured Gin is experiencing double-digit growth and globally, Beefeater is the main contributor, growing ahead of the category[3]. Beefeater Zesty Lemon joins two tried and tested flavours: Beefeater Pink Strawberry, now available in more than 85 countries around the world, and Beefeater Blood Orange, which quickly became the number one spirits innovation in the UK when it launched in 2020[4].
Beefeater Zesty Lemon will launch in 10 countries including Czech Republic and Russia from March 2022.