Beefeater Gin Gets Green Light for London’s First Ever Gin Distillery Visitor Center

Beefeater Gin is to open London’s first ever gin distillery visitor center. The development at the historic Beefeater gin distillery in Kennington will open later in 2013 and, for the first time, will offer visitors to the capital a unique opportunity to see a world famous gin brand being made and learn about the esteemed history of London gin.

As the only historic London Dry Gin to still be distilled in the heart of the capital, Beefeater has the unique opportunity to tell the story of London gin. Beefeater is the most awarded gin brand in the world in the last ten years* and its gin fans from the 100 countries it is sold in are expected to visit the new experience making it a major addition to London’s iconic tourist scene.

Capitalizing on the recent renaissance for gin in the UK capital, the new experience, named “Beefeater London – The Home of Gin”, will offer guests the opportunity to learn about the history of gin through a series of interactive showcases and see, touch and smell the botanicals used within the production process. The experience will culminate in the opportunity to watch the live gin production process in the distillery’s cathedral-like still house.

Work will begin later this year to create the 600 square meter, two-level journey that also marks a significant milestone in the career of Desmond Payne, Master Distiller for Beefeater Gin, renowned as the world’s leading expert in gin with over 45 years experience.

Desmond comments: “We have decided to push open the doors for the very first time and share some of those secrets with visitors to London, and locals, who are interested in seeing just how much expertise goes into making one of London’s most successful and famous brands.”

[pullquote_right]The Beefeater Gin Distillery is one of the city’s best kept secrets. This is a magnificent opportunity to celebrate the heritage of gin in London, something that has been at the heart of the capital’s history for more than three hundred years. I am proud that Beefeater Gin will be the first distiller to tell the full story.”[/pullquote_right]

*According to the International Wine and Spirit Competition

About Pernod Ricard USA®

Pernod Ricard USA is the premium spirits and wine company in the U.S., and the largest subsidiary of Paris, France-based Pernod Ricard SA, which employs more than 18,000 people worldwide and is listed on the NYSE Euronext exchange (Ticker: RI).

The company’s leading spirits and wines include such prestigious brands as Absolut® Vodka, Chivas Regal® Scotch Whisky, The Glenlivet® Single Malt Scotch Whisky, Jameson® Irish Whiskey, Malibu®, Kahlúa® Liqueur, Beefeater® Gin, Plymouth™ Gin, Seagram’s Extra Dry Gin®, Martell® Cognac, Hiram Walker® Liqueurs, Pernod®, Ricard® and Avión™ Tequila (through a joint venture with Tequila Avión); such superior wines as Jacob’s Creek® and Brancott Estate®; and such exquisite champagnes and sparkling wines as Perrier-Jouët® Champagne, G.H. Mumm™ Champagne and Mumm Napa® sparkling wines.

Pernod Ricard USA is based in Purchase, New York, and has roughly 850 employees across the country. Pernod Ricard USA urges all adults to consume its products responsibly and has an active campaign to promote responsible drinking. For more information on this, please visit: www.acceptresponsibility.org.