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Dear Millennials, Beefeater Wants to Be Your Bestie with Beefeater Pink Gin

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Beefeater, one of the most awarded and respected gin distillers in the world, wants to add a little color to their arsenal.

The newly-launched Beefeater Pink is poised to shake up the Beefeater brand and the modern perception of gin — even if the idea of pink gin goes back centuries.

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Beefeater Pink has the same London Dry base we know and love, flush with juniper and citrus flavors. The newcomers to the party are strawberries which provide a natural pink tint to the spirit.

Image used with permission by copyright holder

“The strawberry works well with the other flavors in the gin. It was really important to me to get the right balance of the flavors and for it to not be too sweet,” Master Distiller Payne told The Drinks Business. “Soft fruits don’t distill very well so we add the natural strawberry flavor after distillation.”

Payne was inspired to create this colorful expression by the work of Beefeater’s founder James Burrough. Burrough pushed the envelope with his distillation experiments which resulted in the invention of raspberry gin, cherry brandy, and British Brandy, to name a few. Slightly pre-dating Burrough’s hued endeavors, however, was the pink gin cocktail. Largely medicinal, the drink was simply a mix of gin and bitters consumed by Royal Navy sailors to combat seasickness. So, it was as true then as it is with the current rosé craze: men drink pink.

Beefeater Pink is still a bold move for a ubiquitous company that previously had a stable of four fairly classic gin expressions. The whimsically-bottled pink gin is meant to appeal directly to younger millennials, serving as a gateway to the wonderful world of juniper spirits. At the approachable $20 price tag, they may very well succeed.

Available in 12 countries beginning in March, 2018, the gin’s fall release in the U.S. seems like bad timing, but it may be able to serve as transitional beverage from summer rosé into more spirit-focused drinks. The strawberries add a new dimension to traditional gin cocktails while opening the door to extending sweet summer flavors long into the darker days of fall or beyond. 

Don’t believe us? Try out this simple gin and tonic recipe from Beefeater.

Image used with permission by copyright holder

Pink and Tonic

Ingredients

  • 2 parts Beefeater Pink
  • 3 parts tonic or sparkling water
  • Sliced strawberries

Method: Combine Beefeater Pink and your choice of tonic or sparkling water in a glass over ice. Garnish with sliced strawberries.

For other, less pink gin cocktails, check out six classic gin cocktails no man should live without.

J. Fergus
J. Fergus
Former Digital Trends Contributor
J. loves writing about the vices of life — decadent food, strong drinks, potent cannabis, and increasingly invasive…
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