The new gin to be unveiled in July in three test markets (including New York). East is a logical name, for joining the 10-botantical recipe found in regular Bombay Sapphire will be Thai lemongrass and Vietnamese black peppercorn. The original ten ingredients are Spanish almonds, grains of paradise, lemon peel, licorice, juniper, orris root, coriander, cassia bark, and cubeb berries.
Like Bombay Sapphire, which was launched in 1987, and is one of the first premium gins to hit the market, the botanicals for the new liqour will not be steeped in the spirit. Rather, the distilled alcohol vapors are passed through a mesh basket containing the botanicals in order to catch the flavor and aroma.
Sapphire has such a following, I predict the line extension will do splendidly, and enjoy success similar to that of Beefeater 24, a like-minded product that was introduced in late 2008, and features Chinese green and Japanese sencha teas.
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Banging my own drum here a little but Fellow Productions recently completed the commercial for Bombay Sapphire East now trialling in US cinemas. We spent 10 gruelling days in Vietnam and Thailand but a thing of real beauty just like the gin.
Have a look http://tinyurl.com/c5k4t82
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