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Beefeater Gin launches Super Premium Beefeater 24 in true London style

London, October 31, 2008 /PRNewswire/ — Beefeater Gin unveiled its new Super Premium gin Beefeater 24 in London last night at a glittering international launch event at Syon House, home of the Duke of Northumberland.

Over 400 international VIPs, celebrities, and media gathered to pay homage to the bold new London gin at an extravagant modern interpretation of London's 19th century 'Vauxhall Pleasure Gardens'.

With delectable gin cocktails and extravagant performances produced by feted festival organisers Lost Vagueness. The decadent costumed ball recalled the days when London society would gather to eat, drink and be entertained in the spectacular surroundings of Vauxhall's Spring Gardens – just yards from where the Beefeater distillery stands today.

Beefeater 24 is the result of almost two years of experimentation from Desmond Payne, the world's most experienced Gin Master Distiller. It is distilled in the heart of London and made from 12 hand-selected botanicals with a unique blend of rare teas at its heart.

Speaking at the launch last night, Desmond Payne's enthusiasm for his new creation was infectious: "Experimenting with new botanicals such as Japanese Sencha, Chinese teas and grapefruit peel has been very rewarding. The final result is a new London Gin that pays homage to its home city".

Among the celebrity guests were internationally acclaimed fashion and interiors' designer Jade Jagger, pop star Lily Allen, and actors Alfie Allen and Jaime Winstone. Together with Fashion House PPQ Amy Molyneux and Percy Parker, came members of the Horrors and musician Natt Weller.

Jade Jagger said: "The night has been like going back in time. The scenery and location are beautiful and the drinks are great especially the one in the teacup".

Lily Allen said: "It's very burlesque – a great party!"

Guests were entertained by hot new act, Iglu & Hartley. As night drew to a close, a stunning firework display illuminated the crowd with an aerial choreography of the numbers 2 and 4 – and a new 21st century style icon was born.