Beefeater Burrough’s Reserve Launches

CHIVAS BROTHERS CHALLENGES CONVENTION WITH L AUNCH OF BEEFEATER’S BURROUGH’S RESERVE 1Ooh we’ve been wondering about this but hot off the press is the news that Chivas Brothers has launched Beefeater Burrough’s Reserve described as “a hand-crafted, ultra premium gin unlike any other”. Distilled in a small historic copper still from the 19th Century, the spirit is then rested in Jean de Lillet oak barrels.

Produced by Master Distiller Desmond Payne using the original Beefeater recipe refined by Beefeater’s founder James Burrough in the 1860s, Burrough’s Reserve is distilled by hand using Burrough’s original copper “Still Number 12”. With a capacity of only 268L, Still Number 12 produces small batches of sophisticated spirit with its own intriguing character.  The batches are so limited that each bottle of Burrough’s Reserve displays its batch and bottle number on the label.

Burrough’s Reserve is the only gin to have ever been rested in Jean de Lillet oak barrels, each of which has been hand-selected by Desmond Payne. The result of the resting period is a remarkable transformation, imbuing the gin with the subtle characteristics of the oak and residual Jean de Lillet, with a look of liquid gold. With similarities to a fine single malt or barrel-aged rum, Burrough’s Reserve is recommended to be served neat with its long and complex finish encouraging the drinker to linger over the liquid. Tasting notes indicate subtle citrus flavours leading on to juniper before finishing on gentle spice.

The first permanent addition to the Beefeater range since the launch of Beefeater 24 in 2008, only a limited amount of Burrough’s Reserve will be released annually, presented in a distinctive and eye-catching glass bottle, embossed with botanical shapes.

Beefeater Master Distiller, Desmond Payne, comments: “After 45 years in the drinks industry, I wanted to create something truly unique that celebrated the distilling heritage of Beefeater. I had been interested in resting gin for a while and knew that if the cask was right, we could make a really exciting new gin that changed people’s perceptions of the spirit. I felt that the use of Jean de Lillet casks and Still Number 12 would introduce a new character to the gin, elevating it to a place that had not been explored before. I expect Burrough’s Reserve to appeal to free thinking individuals who enjoy challenging convention and exploring new sensory experiences with gin.”

Paco Recuero, Global Brand Director for Beefeater Gin, says: “Beefeater is known for its consistent, excellent quality and, with the launch of Burrough’s Reserve, we’re excited to be continuing to establish ourselves as the leader of innovation within the gin category. Burrough’s Reserve is going to redefine how we drink and enjoy gin, and we are confident that gin enthusiasts – and those who enjoy new drinking experiences – will embrace this unique drink and help to make it a worldwide success.”

Beefeater Burrough’s Reserve is bottled at 43% ABV and will be available in Spain from June 2013, before rolling out into other key markets such as the UK and US. The launch will be supported in local markets through a range of marketing initiatives, including a consumer mentoring programme that will highlight the association between Beefeater Burrough’s Reserve and free-thinking.



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