FDBusiness.com

Beefeater Gin, part Chivas Brothers, is to open London’s first ever gin distillery visitor centre. 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 an opportunity to see a world famous gin brand being made and learn about the history of London gin.

As the only historic London Dry Gin to still be distilled in the heart of the capital, Beefeater is uniquely placed to tell the story of London gin. Capitalising 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.

BeefeaterLondon- The Home of Gin will be built within the existing distillery complex, and involve a new extension to the site to allow visitors to travel from the ground to the second floor. Guests visiting the new centre will learn how Beefeater Gin, and its sister gin Beefeater 24, which are sold in more than 100 countries throughout the world, are made, by going behind the scenes at the distillery. Work will begin later this year to create the 600 sq m, two-level journey.

Chivas Brothers is the Scotch whisky and premium gin business of Pernod Ricard. Chivas Brothers is the global leader in luxury Scotch whisky and premium gin. Its portfolio includes Chivas Regal, Ballantine’s, Beefeater Gin, The Glenlivet, Royal Salute, Aberlour, Plymouth Gin, Longmorn, Scapa, 100 Pipers, Clan Campbell, Something Special and Passport.