Beefeater modified AGAIN from 44% to 40% in late 2023
Quietly, as soon as once more the esteemed traditional gin model has lowered its ABV. New shipments of Beefeater that bar homeowners started receiving in late 2023 featured 40% ABV as a substitute of the 2020 energy of 44%.
Whoa, Beefeater, man, you okay? “Bar Homeowners Outraged as Beefeater Sneakily Lowers ABV (Once more) | VinePair” @aarongoldfarb @VinePair https://t.co/Expray1NVJ
— Philip Duff (@philipduff) December 21, 2023
At my most hopeful, I’d love if this was solely a restricted market trial. Adopted by a fast change again to the earlier energy.
Nonetheless, these quiet modifications— altering the bottle measurement of the product inside with out letting folks know, particularly bar groups with current, standing orders— undermines my religion within the model and the individuals who distribute it. Belief breaking moments like this could hurt a model long run.
I’m unsure that Beefeater’s repute has recovered from even the 2020 change. This feels just like the model is prepared to spend goodwill they may not nonetheless have. Model gross sales will inform the story long run; nonetheless, in some components of the cocktail group, some critical injury has been carried out.
Beefeater modified from 47% to 44% in 2020
It’s true— in the US Beefeater Gin has dialed down the ABV. Previously Beefeater Gin was bottled at 94 proof or 47% ABV. It has been since turned right down to 88 proof or 44% ABV. In both case, it’s nonetheless increased ABV than within the U.Ok., for instance the place it’s bottled at 40%.
The intention of the ABV change is to supply a extra constant model expertise globally for our shoppers. Our Beefeater London Dry Gin at an ABV of 44% just lately received a Gold medal at The San Francisco World Spirits Competitors in 2020.
— Beefeater Gin US (@BeefeaterGin_US) November 17, 2020
The latest change brings Beefeater’s flagship gin extra according to the opposite main gin manufacturers at decrease ABV’s; nonetheless, it does signify a shift for the esteemed model who for a very long time was a comparatively “premium” providing at its value level. This mixture of sides led to Beefeater Gin being a properly pour of alternative at excessive finish cocktail bars. With the change in proof, it is going to be attention-grabbing to see if it maintains its lead in these areas.
Whereas there was no formal press announcement of the change, folks throughout the states had begun to see the decrease ABV Beefeater first start showing over the summer time of 2020.
