The Poshmakers has launched this new drink, which does not contain sugar or additives and which has been made in a totally natural way with 11 botanicals, among which juniper berries, blackberries and raspberries stand out. A new product -whose alcoholic content has been lowered-, which responds to market demand.
For a few years now, the market has been witnessing the demand of consumers who want to drink drinks with a different flavor, prevailing those that have a fruit flavor such as strawberries, especially in gins. A niche market that the British firm The Poshmakers has been able to see, which has launched Proof 13, the world’s first gin liqueur with red fruits.
“We have been manufacturing gins and rums for ten years and we developed this product three years ago, but we had it in a drawer without putting it on the market. We couldn’t find the opportunity to launch it but, lately, there is a niche market for strawberry-flavored gins ” so the opportunity was seen to launch it commercially with a recipe “without additives and with a lot of flavor and smell”, which is achieved by incorporating the fruits directly into the still, as Fran Ameijeiras, director of The Poshmakers, explained to elEconomista.es
The result is Proof 13, a distilled gin liqueur with red fruits, which does not contain sugar or additives and is made naturally. In its preparation, 11 botanicals have been used, among which juniper berries, blackberries and raspberries stand out.
This product, which has been presented in Zaragoza and will be distributed through Más Que Gastronomía, “is of great quality. It is made in the same way as a London Dry Gin, but it cannot be called as such because its alcoholic content it has been lowered from 37.5 degrees to 30 degrees. With this graduation, what we have really obtained is a gin liqueur, the first with this denomination. It is a very smooth and easy-drinking gin.”
But this is not the only novelty of this new product in which an innovative packaging has also been opted for. Proof 13 is sold in a typical 500 ml pharmacy bottle, which is made of special borosilicate glass, which “is used in apothecary laboratories”, thus giving it a vintage touch.
In addition, the name of Proof 13 also has its meaning, since the term “Proof” is the one used in English to indicate the alcoholic volume, apart from meaning “proof”. This last meaning is precisely what they have used to name this new gin liqueur, continuing with the allusion to the tests that were carried out in apothecaries and from which potions and remedies arose.
This new gin liqueur, which is made in a distillery near London, is having a great acceptance in the market. “Customers really want to try it.” Since its launch -it was carried out at Christmas and was included in the baskets of large companies such as Inditex-, it has already been marketed in Zaragoza, Galicia, Barcelona, Madrid, Ibiza and the Canary Islands. Also, soon, it will be available to buy at the Gourmet Club of El Corte Inglés.
The first production has been 60,000 bottles, although now Proof 13 will be sold in 6,000 bottles. The objective is to also introduce it to hotels and other distribution channels, beyond the final consumer, to which will be added the international markets in which it is already present, such as Portugal, France or the United Kingdom, among others. The intention is to advance in its commercialization in Europe, apart from in other markets such as Mexico, Brazil and Peru.
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