Beefeater is adding a Rhubarb & Cranberry flavour to its gin lineup.
The “bright red” 37.5% abv spirit combined “classic Beefeater botanicals” with “slightly richer notes of rhubarb and a delightful burst of juicy cranberry”, it said.
The NPD was developed exclusively for the UK by Beefeater master distiller Desmond Payne, based on the ”top trending flavours”.
It was made by distilling a dry gin base, and then adding natural rhubarb and cranberry flavours for a ”prominent fruit aroma”, said Payne.
It will roll into Asda, Waitrose and the on-trade in September (rsp: £19.49/70cl).
Pernod Ricard UK off-trade channel director Chris Shead said Beefeater was “perfectly placed to continue driving the category forward”.
The NPD would appeal to “the Instagram generation of gin drinkers, whilst providing a fresh and natural taste of our classic botanicals”, he said.
It is the lastest in a flurry of recent fruit-flavoured launches from spirits brands hoping to draw in a younger audience.
Rival Gordon’s added Tropical Passionfruit and Morello Cherry flavours to its lineup in March.
Smirnoff, meanwhile, has expanded its fruity vodka range with Mango & Passionfruit and Berry Burst flavours over recent months.
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