Beefeater 24 Expands U.S. Presence

New York (August 10, 2009) – Beefeater 24, a new gin handcrafted with 12 botanicals including a rare blend of teas, is expanding its presence in the U.S. market this September by debuting the highly touted super-premium gin in Boston, Los Angeles and Philadelphia.

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.  It 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.
Payne created Beefeater 24 with today’s discerning spirits connoisseur in mind, Beefeater 24 which lends itself perfectly to cocktail innovation and experimentation, has already become a bartender darling in New York and San Francisco and will soon hit the hip on-premise scene in Boston, LA and Philadelphia.
“The gin category continues to show strong momentum and offers excellent future growth opportunities, making this an ideal time for us to capitalize on the momentum we have built in New York and San Francisco for Beefeater 24 and expand our presence for this super-premium expression,” said Juli Falkof, Marketing Director of Beefeater, Pernod Ricard USA.  “To further support our launch, we have turned to some of the best and brightest within the bartender community who have contributed their mixology expertise to craft exceptional Beefeater 24 drinks (recipes follow) that continue to elevate the spirits industry in new and interesting ways. We look forward to gaining a whole new Beefeater 24 fan base in these three new markets. ” 
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.  In addition to different botanicals, Beefeater 24 is “cut” earlier during distillation to retain its freshness and vitality. A truly contemporary take on London gin, Beefeater 24 is a subtle, scented and sensuous spirit that plays beautifully on the palate and lends itself beautifully to martinis and popular gin cocktails, while also adding dimension as a base in innovative cocktails.
Triple Citrus 24 & Tonic
Created for Beefeater by Dan Warner
1 Part Beefeater 24
2 Parts Premium Tonic

Decorate with thin slices of Lemon, Lime and Orange
24 Martini
Created for Beefeater by Dan Warner
5 Parts Beefeater 24
1 Part Lillet Blanc
2 Dashes of Regan’s Orange Bitters
Stir and serve up with a Grapefruit Twist

Shifting Sands
Created for Beefeater by Sasha Petraske
1 & ½ Parts Beefeater 24
1 & ½ Parts Fresh Grapefruit Juice
¼ Part Fresh Lemon Juice
2 Bar Spoons of Maraschino Liqueur
Club Soda
Build ingredients into a high-ball filled with fresh ice. Top with Soda and garnish with a grapefruit twist.


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