Beefeater Takes Lead on Gin Education

Purchase, N.Y., (June 25, 2009)Pernod Ricard USA, a leading producer, importer and marketer of prized spirits and wine brands and a leader in the gin category in the United States recently hosted full day gin symposiums in New York City and San Francisco. The events, presented by Beefeater, the world’s best selling premium gin, and featuring the world’s most renowned experts on gin and mixology, provided trade and media guests with an intimate and in-depth journey into the world of gin.


In addition to the comprehensive curriculum on gin, the events presented the perfect venue for launching new Beefeater 24, a perfectly balanced, multi-layered gin expertly crafted by Beefeater Master Distiller Desmond Payne to represent the brand in the hot super premium gin category (+43.7% in 2008)!

Throughout the course of the day, symposium participants were treated to a variety of seminars presented by the experts including:

n      A Photographic Essay - presented by Master of Ceremonies and Master Mixologist, Gary Regan

n      The History of Gin & The History of the Martini - presented by Respected Cocktail Historians Anistatia Miller and Jarod Brown

n      Styles of Gin, Super-Premium Gins and Comparative Gin Tasting presented by world renowned Beefeater Master Distiller, Desmond Payne

n      Plymouth Gin - presented by Sean Harrison, (title), Plymouth Gin

n      New World Gin - presented by Gary Regan

n      Beefeater 24 & Gin Cocktails - presented by Dan Warner, Beefeater 24 Ambassador

n      London Classics - presented by Dre Masso, co-founder of The Worldwide Cocktail Club, London

n      Which Gin in Which Cocktail - presented by Audrey Saunders, Master Mixologist and Owner, Pegu Club, NY

“Gin is a complex and distinct spirit with a character and history to rival any other,” said Juli Falkoff, Marketing Director for Beefeater Gin, Pernod Ricard USA. “To truly know gin is to understand gin from it’s storied past to its rightful place in today’s most popular and fashionable cocktails. Pernod Ricard boasts a portfolio of the world’s best selling gin brands including Seagram’s Gin, Beefeater London Dry Gin and Plymouth Gin so it makes sense that we, as a company, take the lead in educating our trade partners, the media and indirectly, consumers, on the opportunities and possibilities of gin.”

Cocktails featured at the symposium included:

Lambeth Lemonade by Nick Strangeway, UK
2 parts Beefeater 24
1 part Lillet Blanc
Homemade Raspberry Syrup or Crème de Framboise
Fever Tree Bitter Lemon

Build the first three ingredients in shaker with ice and stir.  Top with Bitter Lemon and garnish with raspberries and a lemon wedge.

White Lady
2 parts Beefeater
1 part Orange Curacao
1 part Fresh Lemon Juice
Simple Syrup
1 Egg White
Shake all ingredients with ice and strain into a chilled martini glass.
French Pearl by Audrey Saunders, Pegu Club NYC
2 parts Plymouth Gin
1 part Fresh lime juice
Simple Syrup
π part Pernod Absinthe
1 sprig mint

Measure mint, lime juice, and simple syrup into a cocktail shaker.  Muddle well.  Add Plymouth, Pernod Absinthe, and ice.  Shake well, and strain, using a fine-strainer to remove mint flecks, into a chilled cocktail glass.


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