Bootlegger Cocktails Demonstrate Prohibition Creativity
21 Mar 2013 --- Halewood International, the UK’s leading independent drinks company, has announced that it has launched six signature premium cocktail serves following on from the success of the brand’s launch into iconic style bars in key cities throughout the UK.
Bootlegger, a clear un-aged Grain Spirit inspired by the liquids of the American Prohibition Era, was launched only 5 months ago and has already secured in excess of 150 listings in On Trade outlets including Harvey Nichols, G1 Group’s range of bars in Glasgow, Love & Liquor, Oxo Tower and Drake & Morgan Group.
The six serves include ‘The Consequence Martini’, ‘The Moonshine Cooler’, ‘The Prohibition’, ‘The Bootleggers Treat’, ‘The Spiced Fig Bootlegger Sour’ and of course ‘The Capone’.
Bootlegger was initially seeded into a number of premium On Trade outlets in the UK from September 2012, and distribution has since expanded to bars throughout London, Brighton and Scotland, and the brand is currently available in the Off Trade with Harvey Nichols as the exclusive retailer.
Chris Edwards, from The Parlour Bar, stocks Bootlegger and commented:
“Bootlegger’s versatility is what I love about it, whether it’s in a sour, old fashioned, Manhattan or a smoked sazerac twist. Drake & Morgan’s biggest selling cocktail over the Christmas period was a cookies and cream using Bootlegger. A mix of Bootlegger, cereal milk & golden syrup shows again how adaptable Bootlegger really is.”
Identifying a gap in the UK market, Halewood International launched Bootlegger to appeal to a younger audience and it is fashioned in a bottle in line with the style of the Prohibition Era. The product is designed to be ‘enjoyed straight’ or used as a cocktail ingredient, and mirrors similar prohibition inspired products available in the United States.
Offering a unique recipe with 40% ABV, Bootlegger delivers hints of oak and vanilla, is silky smooth in the middle and delivers a delicate liquid with exceptional purity to deliver a unique flavour, whether enjoyed straight or as a cocktail.
Richard Clark, Director of Innovation at Halewood International comments: “Bootlegger was tightly targeted in the On Trade as part of a seeding strategy to encourage male and female brand savvy consumers in the 25-35 year old demographic to discover the liquid and share it with their friends to generate interest in the product.
“Halewood International has since secured a number of additional listings with bars that are seeking to invoke the style and traditions of the Prohibition Era, and we are looking to support them with this range of cocktail recipes that were widely concocted in 1920s America.”
Halewood International will continue to roll-out Bootlegger into On Trade venues and specialistwholesalers during 2013, and this will be supported by a range of digital and social media activities.
