A centre of attention for historic Beefeater brand
Tuesday 05 February 2013
The only major brand of gin still made in the capital is planning a “Home of Gin” centre to attract tourists and Londoners to its base in Kennington.
Beefeater Gin has been made in London since 1860 and now Londoners will be able to see exactly how it is made. Beefeater owner Pernod Ricard is building the centre as part of the £40 million it invests each year in its gin and whisky brands. Master distiller Desmond Payne will oversee the project. He said: “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.”
Pernod has received planning permission for the two-level centre, which will open later this year.
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