Beefeater Gin

Because when we opened I was super upfront, right in the front, like this is super juice, this is this.

And I wanted to list every brand because I wanted people to see you're not drinking Beefeater, you're not drinking Absolute or whatever, but you're drinking Never Sink Gin, you're drinking Faccio Brutto, you're drinking cool small scale producers that I want people to know about.

So I was listing everything.

And over time, kind of realized that our clientele, our guests split into two categories.

Which is the one with the...

Isn't there one with like a British guy, a gin? Is it Bombay? Beefeater? Beefeater.

That's

the one with like a British...

...

Beefeater's Gin, uh, equal parts Beefeater's Gin-

[laughs] God, I love you

... artichoke juice.

And I don't know if this has ever happened to you, but they've shown us slightly baffled.

They've shown us the bottles and there's a bottle of Beefeater or Gordon's.

There's a bottle of Martini Rosso and there's a bottle of Campari.

And we can do that at home.

I mean, the Tengri 10 is gone.

I've gone through a fifth of Tengri 10 and a fifth of Beefeater.

I think I prefer the Beefeater.

Honestly, it's a little cheaper, but it is a nice dry gin.

This is Beefeater right here.

It's a good gin.

There's nothing

up.

If you have the time, there's a Modern Marvels, I think is what did it on where they visited.

I think Desmond was a distiller at the time at Beefeater, that he can tell what time it is by what flavors are coming off of the parrot.

Because he does, as you say, they put all the botanicals in together, the juniper, cassia bark, lime peel, lemon peel, whatever it is that they put in there.

I know they don't do lime, but you get the idea.

Let's get into it.

Beefeater Gin has just launched a campaign for its new zero-proof version, and it's built around the classic Jamiroquai music video from the 1990s.

For anyone who doesn't know, zero proof means no alcohol at all.

Not low alcohol, zero.

And this is a big deal because the no and low category, meaning alcohol-free and reduced alcohol drinks, has been growing fast across Europe.

People want the ritual of a gin and tonic without the alcohol.

Beefeater is a Pernod Ricard brand, one of the world's biggest spirits companies.

And rather than creating a completely new brand for their alcohol-free gin, they've decided to use the Beefeater name.