Beefeater 24 has introduced a new look that boasts improved sustainability credentials.
The redesigned bottle features a 90% plastic reduction on the closure and back label, 30% less aluminium and a 22% reduction in glass.
The brand said it is celebrating the twenty-four-hour energy of London, its heart and home, with a distinctive, striking new design to stand out in high-energy moments.
Murielle Dessenis global VP marketing gins at Pernod Ricard said: “Beefeater 24 is the Super-Premium expression of our World’s Most Awarded Gin, Beefeater London Dry, and we are proud to be offering our consumers our award-winning liquid in a new, modern design to enjoy during high-energy moments of conviviality. The new Beefeater 24 pack captures the energy of our heart and home in London and most importantly, takes us one step further on our sustainability journey.”
The 24 pays homage to the twenty-four-hour steeping of botanicals, which is a process used across the Beefeater range before distillation and is a key contributor to its iconic house style.
The twenty-four-hour steeping process is particularly relevant for Beefeater 24 as in this recipe, three extra botanicals are added to the nine core Beefeater ones – Japanese Sencha, Chinese Green Tea and Grapefruit – which when steeped for 24 hours require a more selective cut in distillation.
It said the natural botanicals and unique twenty-four-hour steeping process creates a gin of smoothness and complexity, ideal for modern cocktail making.
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