London-based distiller Beefeater has announced the launch of Beefeater Pink (37.5% abv, £18.99/70cl), a new gin flavoured with natural strawberry, alongside the usual citrus and juniper botanicals.
Master distiller Desmond Payne MBE has taken inspiration from company founder James Burrough, who was a pharmacist before he became a distiller, and who made raspberry gin and cherry brandy, amongst other creations.
It's the first product to be launched by the Gin Hub, Pernod Ricard's new division that unites Beefeater, Plymouth and Seagram's Gin.
Plymouth Fruit Cup
It looks like the Gin Hub has been busy, as hot on its heels is the announcement of Plymouth Fruit Cup (30% abv, £20/70cl), a gin-based variant that's got Pimm's (25% abv) firmly in its sights.
'The 30% abv [of Plymouth Fruit Cup] gives it a fuller, deeper and bolder flavour than other fruit cups on the market, and will drive sales of the premium plus segment, by encouraging drinkers to spend a few extra pounds on something that will elevate summer occasions,' said Mark Harris, on-trade channel director at Pernod Ricard UK.
The company suggests serving Plymouth Fruit Cup over ice, with fruit and ginger ale.
Pernod Ricard UK, 020 8538 4406