BEEFEATER GIN GETS GREEN LIGHT FOR
LONDON’S FIRST EVER GIN DISTILLERY VISITOR CENTER
New York, NY (February 5, 2013) — 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.”
“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.”