Just in time for summer: Beefeater launches new Grapefruit Spirit Drink  

Launching in the Nordics and key Eastern European markets, this exciting new flavor is set to become a summer staple. We sat down with Caroline Watt, Global Innovation Manager for Gins, to talk about the inspiration behind this bold new flavor, its versatility and why Beefeater Grapefruit is set to take center stage in the season’s most refreshing cocktails.

Why did Beefeater choose grapefruit as its next flavored innovation?

Caroline: Grapefruit is one of the most searched for flavored spirits online globally, and we’re seeing more and more consumers searching for grapefruit-based cocktails. One of Beefeater’s strengths has always been blending over 200 years of London craft and innovation with evolving consumer tastes, and Beefeater Grapefruit was a natural step. 

The use of grapefruit is also not new to Beefeater – it has been used to craft our premium expressions Beefeater 24 and Crown Jewel. This wonderfully tangy fruit fits seamlessly within the Beefeater brand, making it the perfect enhancement to our already iconic citrus-forward profile. 

Grapefruit is one of the most searched for flavored spirits online globally, and we’re seeing more and more consumers searching for grapefruit-based cocktails.

How does the distillation process work compared to classic Beefeater – is the traditional copper still involved?

Caroline: It builds on the time-honored Beefeater London Dry recipe, distilled in a traditional copper still in the heart of London. We then add natural flavor to highlight the classic citrus botanicals, while maintaining the depth, integrity and distinctive juniper notes that sit at the heart of Beefeater. It’s a contemporary twist that remains deeply rooted in our legacy of craftmanship. The result is a bold, zesty and wonderfully zingy spirit drink, perfect for summer sipping.

In what settings do you see consumers enjoying Beefeater Grapefruit?

Caroline: Beefeater Grapefruit is aimed at consumers looking for refreshing and exciting new experiences to share with friends as they explore their vibrant cities. Whether it’s watching the sunset with terrace drinks or mixing cocktails at home on a warm summer evening, this grapefruit flavored spirit drink will give them a truly exceptional moment to savor.

Will Beefeater Grapefruit appeal to those who aren’t traditional gin drinkers?

Caroline: Definitely. The refreshing and vibrant flavor offers an exciting and approachable way for those who might not typically reach for gin to explore something new. We also know that grapefruit cocktails are some of the most searched for, making Beefeater Grapefruit a versatile choice that opens a world of new occasions and creative cocktails – even for those who may not usually opt for a classic, juniper-forward gin and tonic.

Beefeater Grapefruit…opens a world of new occasions and creative cocktails – even for those who may not usually opt for a classic, juniper-forward gin and tonic.

Which serves would you recommend for Beefeater Grapefruit and why?

Caroline: It’s a fantastic twist on a classic gin and tonic, perfect for summer with its gorgeous pale pink-orange hue. But we also love it as a refreshing new take on the classic Paloma. Simply mix Beefeater Grapefruit with grapefruit juice, agave syrup and a pinch of salt and cinnamon powder. Shake it over ice, top with soda water and you have an easy yet sophisticated summer cocktail.

Are there any special launch activities planned?

Caroline: The launch will be supported across the local markets with high impact TV, digital, social and influencer campaigns from April onwards. There will also be in-store visibility drives and sampling activations to introduce consumers to this exciting new flavor. It will also be tied into the Spirit of London platform – but more on that soon!

Where can Beefeater lovers get their hands on Beefeater Grapefruit?

For now, it will be available in key Nordic and European markets including Norway, Czech Republic, Slovakia, Poland, Romania, Bulgaria, Ukraine and Denmark. It will also be taking center stage at the iconic Beefeater Distillery Shop in London.

What has been your standout memory from the concept through to execution?

This has been my first major project since I joined the Global Innovation Team as Innovation Manager for Gins. The biggest highlight for me has been the collaborative, cross-functional team spirit across brand, global innovation, development and operations, and our lead markets. Teams across London, Scotland, Stockholm and Paris worked tirelessly – both virtually and in person – to bring this new flavor to life. Seeing the final product launch just in time for summer makes all that hard work even more rewarding.

The biggest highlight for me has been the collaborative, cross-functional team spirit across brand, global innovation, development and operations, and our lead markets.