Introducing Beefeater 24 to US

Beefeater 24™, a new gin handcrafted with 12 botanicals including a rare blend of teas, will debut in select American cities this Spring – bringing London’s unique gin heritage and modern cocktail culture to the States.

Distilled in the heart of England’s capital, Beefeater 24 takes its name from the unique 24-hour steeping process and the city’s 24-hour stylish and sophisticated lifestyle. Created with today’s discerning spirits connoisseur in mind, Beefeater 24 is set to become a bartender darling, as it lends itself perfectly to cocktail innovation and experimentation.

Beefeater 24 boasts a blend of natural botanicals sourced from around the world, including hand-prepared grapefruit, bitter almond, orris root and Seville orange peel. Accents of rare Japanese Sencha Tea and Chinese Green tea create a perfectly balanced, multi-layered gin. A truly contemporary take on London gin, Beefeater 24 is a subtle, scented and sensuous spirit that plays beautifully on the palate.

“The gin category continues to show strong momentum and offers excellent future growth opportunities, making this an ideal time for us to launch this super-premium expression,” said Tim Murphy, Vice President of Beefeater. “Some of the best and brightest within the bartender community have contributed their mixology expertise to craft exceptional Beefeater 24 drinks that continue to elevate the spirits industry in new and interesting ways.”

Craftsmanship from the World’s Most Prestigious Gin Master Distiller

Beefeater 24 is the inspired creation of Desmond Payne, the world’s most experienced Gin Master Distiller. Drawing on his 40 years of distilling expertise, Payne spent 18 months perfecting the Beefeater 24 recipe, a gin of unrivalled smoothness and complexity ideal for modern cocktail making.

Working from the original recipe developed in the 1860s by James Burrough, Payne discovered that his predecessor shared his passion for working with new flavors and fresh ingredients. Beefeater distillery records show, for example, that Burrough purchased exotic Seville oranges at the fruit market in London’s Covent Garden in the 1860s.

In the course of his research, Payne also discovered that Burrough’s father had been a tea merchant by Royal Appointment to Queen Victoria. This led Payne to experiment with various teas, which are themselves natural botanicals. After months of experimentation, he hit upon a perfect combination of Chinese Green and rare Japanese Sencha teas, which complements the Beefeater style perfectly, bringing a fresh aroma and incredible smoothness to the final product.

In addition to different botanicals, Beefeater 24 is “cut” earlier during distillation to retain its freshness and vitality. This means that only the heart of the distillation is used. The first and last elements of distillation – the heads and tails – are discarded. For Beefeater 24, the “cut” into the tail of the run is done much earlier than usual. This limits the quantity of gin produced in each run, but it allows Beefeater 24 to retain its unique and fresh notes of grapefruit and leaf teas.

“Creating Beefeater 24, a spirit with complex yet harmonious flavors and an incomparable smoothness, is the culmination of a dream for me,” said Payne. “During the entire 18-month process, I felt that James Burrough, creator of the original Beefeater London Dry Gin, was watching over my shoulder. And I would like to think that Mr. Burrough would approve of Beefeater 24.”

Coming Soon to America

Beefeater 24 will make its North American debut in New York and San Francisco this spring. Both markets represent a new generation of gin connoisseurs and mixologists who have rediscovered the joys of super premium gin, making them ideal U.S. cities for the launch of Beefeater 24. Additional markets will be added in the coming months.

Prior to launching Beefeater 24, Payne and Beefeater worked with mixologists, such as Gary Regan, Sasha Petraske and Nick Strangeway, to develop cocktail recipes to enhance the spirit’s botanicals. Beefeater 24 lends itself beautifully to martinis and popular gin cocktails, while also adding dimension as a base in innovative cocktails.

via PRNewswire

Popsop.com
28 April 2009
Tags: alcohol drinks, Beefeater, gin, Pernod Ricard