Beefeater joins the pink drink trend

Beefeater London has launched Beefeater Pink in Australia, a twist on the brand’s classic London Dry Gin which aims to make the most of the visually appealing nature of pink drinks.

Developed by Beefeater’s Master Distiller Desmond Payne MBE, the Pink sees the original London Dry Gin recipe enhanced with soft fruit and strawberry flavour. The bottle also features contemporary designs with a graffiti-style logo which the brand says “captures the contrast between tradition and modernity that optimises the spirit of London – the home of Beefeater Dry Gin”.

Payne, who launched the gin in Australia recently, said: “I’m thrilled to be in Australia to share this new innovation with gin lovers across the nation. Beefeater Pink captures what gin has become, a modern, vibrant, colourful and innovative category, where consumers are not afraid to challenge the classics and conventions.”

Eric Thomson, Marketing Director for Pernod Ricard Australia added: “At a time where gin popularity continues to soar in Australia and younger consumers embrace pink as the colour of their generation, Beefeater Pink injects modernity and helps increase drinks options in a new gin world where discovery, experimentation and visual culture, are key consumer drivers.”

Beefeater Pink is available now in 700ml bottles with 37.5 per cent ABV at leading Australian liquor retailers at an RRP of $57.99 AUD.

The serving suggestion for Beefeater Pink is with tonic water, lemonade or on the rocks with chopped fresh strawberries and served in a goblet.

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