UK drinks manufacturer Halewood International has launched a new range of craft spirits to tap into increasing demand among younger consumers for new flavour combinations within the spirits category.
The 38.6% ABV JJ Whitley range will initially feature two gins – London dry gin and elderflower gin – as well as potato vodka and rhubarb vodka. The four new products will be made available throughout the UK’s on-trade channel, Halewood said.
The line-up is inspired by the British countryside and comprises subtle and unusual flavours, and a family tradition of distilling and high quality liquids, which offers a distinct point-of-difference to other gins and vodkas currently available, the company added.
JJ Whitley London dry gin is blended with eight botanicals including juniper and citrus peel, resulting in a smooth finish. The elderflower gin contains a mixture of subtle flavours found throughout rural England, including real elderflower extract and cinnamon, and is ideally suited as a base for summer cocktails.
The JJ Whitley potato vodka is made with 100% potato to create a clean, crisp vodka with a hint of black pepper that serves as an ideal base to a vodka martini. The rhubarb vodka, meanwhile, contains natural rhubarb extract and is a versatile base for fruity, summer cocktails.
The range features an elegant bottle design, providing significant standout on the back bar, and highlights JJ Whitley’s propositions of quality and heritage, Halewood continued.
“The JJ Whitley range was developed in response to increasing consumer demand for quality, versatile liquids which can be used as a base for a variety of drinks, including cocktails,” a company spokesperson said.
“The variety, quality and flavour combinations in the JJ Whitley range will also encourage consumers to trade up, and will allow operators to provide a greater and more curious range of drinks.”
The range is named after the Whitley family, which began creating fine spirits in Cheshire in 1762 using ingredients and delicate flavours from around the world.
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