Another day in London only means we’ll be visiting the Beefeater Gin Distillery tour with tasting. Whether you like Beefeater gin or not, no one can deny its popularity not only in England but also all over the world. Whenever I used to work in hospitality, Beefeater gin used to be our house gin, and I know that’s the case for lots of bars, definitely at least in Northern Ireland. So let’s talk about what is so special about the Beefeater gin, what the distillery in London looks like these days and whether tasting Beefeater gin straight can be a pleasant experience.
Beefeater Gin distillery location
Beefeater Gin distillery can be found right in the Central London, and is located in Kennington, South London, where it has been produced since 1863. To be completely exact, the address is: 20 Montford Pl, London SE11 5DE. The Beefeater Gin distillery is also the only distillery (to my knowledge) where the Beefeater gin is still being made, even though it’s then shipped to Scotland to be bottled and diluted. The iconic Yeoman Warder guards at the Tower of London inspired the brand’s name and distinctive logo. The location is little hidden in the middle of other houses, and even though you can’t miss it, it’s not necessarily located on the main street.
It’s the only still fully functioning London gin distillery (or so I was told) and you’ll able to see and smell how it’s distilled. Your guide will also explain how it’s produced each step at the time, and how it has developed since being part of the Pernod Ricard group.
What to expect on the Beefeater Gin distillery tour
The current price is £25.00 (February 2024) for about a 1.5 hours tour, including the tasting part. It starts with a self-guided tour, where you learn all about how it all started, why gin exists in the first place, and what makes Beefeater gin so special (spoiler alert it’s 9 botanicals). You’ll learn about the greatest market in England aka Covent Garden, about how prohibition change the way gin was sold, or why it’s called Beefeater. The story goes something like this: The Beefeater Gin begins with James Burrough, who purchased a distillery in Chelsea in 1863 for £400. He used his skills as a pharmacist to create a high-quality gin recipe, which eventually became known as Beefeater Gin.
The highlight of the tour is undoubtedly the tasting session where you get to savor Beefeater’s signature gins under expert guidance. However, be prepared to drink your gin straight up in the Beefeater gin distillery, which is something I would usually not really do. You get to taste three samples if I remember correctly, and then potentially a special one. I was able to taste the Beefeater Crown Jewel which is not made anymore and it was amazing.
The Beefeater gins differ by strength and botanicals slightly, and as you taste all of them, you can appreciate more and more what gin it is. If you’re looking for flavoured gins tasting, I’m afraid you won’t get it here, as the guide explains the master distiller really dislike those and it’s more of an adjustment to the market, rather than something he’d like. All ends with a gin and tonic, which to be fair tasted great. Not too sure, it’s because you can now appreciate it more because of the atmosphere and knowledge you get about gin, but it’s definitely the highlight of the tour.
The Souvenir Shop
Whenever you enter the distillery, there’s a little shop just in front of you. You can buy anything from socks to the actual gin, and it’s actually really reasonably priced. Plus, there are several bottles you’d not normally find in a shop.
Three tips before visiting the Beefeater gin distillery tour and tasting
- Don’t be hungry – while you get some tortilla chips with your gin, don’t be hungry before visiting the tour! You’re essentially having 4+ shots of gin and let me tell you it hits quickly. Plus the distillery offers six pound gin and tonics, so you’ll definitely will want to have more!
- Don’t bring too much stuff with you like suitcases and big backpacks. When visiting the actual distillery part, you have to leave stuff in a designated area, including matches and lighters. The whole building isn’t massive, so overall take just want you really need with you. However, if you do travel, the staff can put your luggages aside for you.
- Book online and research the time! It’s better not to go the last possible time as you can’t enjoy having another drink in the space and little shopping spree. So plan ahead, book tickets online, and have a look at the closing time! The distillery sometimes closes as early as 5pm.
What is in Beefeater Gin
What makes Beefeater gin so specific you may ask? For me, this gin is kind of a gold standard of what gin should taste like. It contains nine botanicals: Orris root, Lemon Peel, Almond,Liquorice, Angelica Root, Angelica seed, Juniper, Coriander Seed, Orange peel and one secret ingredient. You can touch and squeeze all of these ingredients while tasting the Beefeater gin in the London distillery and the exact measurements and where the ingrendients come from is explained.
Why is it called Beefeater
Beefeater Gin derives its name from the Yeomen Warders, commonly known as “Beefeaters,” who are the ceremonial guardians of the Tower of London. This term is believed to have originated in the 17th century, possibly linked to the guards’ historical privilege of eating beef at the King’s table, a luxury at that time. (Information from the official Beefeater website.) The gin was created by James Burrough in 1863, and he chose the name to reflect a connection to London, where the gin is still produced today. The branding was revolutionary for its time, as most gin brands typically used family names rather than thematic or symbolic names.
Before the name Beefeater Gin was chosen, other names considered included “Ye Old Chelsea” and “James Burrough London Dry.” These were part of the growing portfolio of gins developed by James Burrough after he purchased a distillery in Chelsea in 1862.
Who owns Beefeater gin distillery
Beefeater Gin is currently owned by Pernod Ricard, a major global spirits company. The brand was originally under the control of the Burrough family, who founded it, until it was sold to Whitbread in 1987. Following this acquisition, Beefeater was eventually acquired by Pernod Ricard in 2005, which has since managed its production and distribution while maintaining its iconic status as a quintessentially British gin made in London.
After acquiring Beefeater Gin distillery, Pernod Ricard implemented several changes to enhance the brand’s market presence and product offerings:
- Product Innovation: Pernod Ricard launched new variants of Beefeater Gin, such as Beefeater 24 in 2008, which includes additional botanicals like Chinese green tea and Japanese sencha. They also introduced Beefeater Burrough’s Reserve, a barrel-aged gin, in 2013.
- Revival of Beefeater Crown Jewel: Just drinks says responding to demand from bartenders, Pernod Ricard relaunched the Beefeater Crown Jewel, a 50% ABV gin, as a gesture of appreciation to the on-trade community
- Expansion into Non-Alcoholic Options: Pernod Ricard expanded into the no-alcohol category with the introduction of Beefeater 0.0%, catering to growing consumer interest in non-alcoholic spirits.
- Marketing and Advertising: According to the marketing week, the company launched its first TV advertisement for Beefeater Gin to reach a younger audience and capitalize on recent growth in sales. This campaign was part of the ‘Spirit of London’ initiative aimed at engaging consumers aged 25 to 35.
In London already? While the Beefeater gin distillery is a great way to get to know a little bit of the local history, why not to visit some of the best spots to see London from above or read how you can make the most of this lovely city in just two days? Alternatively, you can also read about all the great unhidden places to visit in London because let’s face it, there’s so much to do in the city.