Company: Pernod Ricard
RSP: £20.99
Market size: premium and super-premium gin worth £34m in the UK
The competition: Bombay Sapphire, Tanqueray, Hendrick's

The consumer
I was pleasantly surprised by Beefeater's new 24 brand. It was a smooth and very drinkable gin and I was impressed by the bottle's stylish look. I was, however, a little confused by the red colour on the bottom, which initially suggested to me that this was a flavoured vodka rather than a gin. Although I think £21 is a little high for what it is, I do think this would make a really nice gift. Four stars (out of five)
Tara Shanahan, lettings manager, Brighton

The retailer
It might not seem the most obvious of times to launch a new luxury spirit, but premium sales are still holding. The quality of the gin was excellent - juniper, aniseed, orange, grapefruit and an interesting twist of tea were all evident on the nose and the impressively smooth palate. I was less taken with the packaging which, although distinctive, doesn't have the standout of some of its competitors. Four stars
Henry Moran, trading manager, Musgrave Retail Partners

The Grocer
The packaging looked even better frosted-up after a stint in the freezer - it will give Bombay Sapphire and Tanqueray a run for their money on looks alone. I found it didn't have quite enough juniper, but it was finely balanced with the Seville orange and grapefruit coming through on the nose in particular. It made an excellent G&T and adding a slice of orange (purists beware!) not only enhanced the flavour but gave a new twist to an old classic. Four stars
Robyn Lewis, food & drink editor