RSS Feeds

Advanced search

You are in:

News

Sekforde challenges G&T with its new mixer

Sekforde Drinks will launch its challenge to the gin and tonic, with the release of a mixer that it claims brings out the flavour of craft gins, as opposed to masking in quinine and sugar.

Sekforde for Gin is a natural blend of English garden botanicals.

The launch of the gin mixer takes the Sekforde range to three, following the successful launch of Sekforde Rum and Whisky mixers at the start of 2017. Each lightly carbonated 200ml serving has fewer than 40 calories per bottle, meaning customers stay under 100 calories with a standard spirit single and under 150 calories with a standard double – less than a large glass of wine or a pint of beer. The mixers also come in well below the proposed sugar tax threshold, with no artificial sweeteners, flavours or preservatives.

Sekforde Drinks founder Talula White says: “We were being asked when we would launch a gin mixer even before the launch of our first two varieties. I’ve never been a big gin drinker, mainly because I’m not a fan of bitter quinine, which is often balanced by sugar, in tonic waters. It turned out this was holding other people back from making the most of the craft gin renaissance too.”

Talula’s husband Tom began experimenting with flavour combinations, looking not just at the juniper character, but other botanicals typically found in gin, such as cassia, coriander, cardamom and citrus.

White says: “Sekforde with Gin is every bit as refreshing as a G&T, without the overpowering quinine and sugar flavours. It’s a way for the growing number of gin drinkers to enjoy their favourite spirit, appreciating the quality and variety of its botanical ingredients. As with our rum and whiskey mixers, it’s all about enhancing the flavour of the spirit rather than drowning it.”

White adds: “More than 100 new distilleries have been licensed by HMRC in the past two years alone and the Wine and Spirit Trade Association reports that gin continues to see double-digit sales growth in the on-trade. We think the time is ripe to introduce a new way to drink this increasingly popular spirit.”

Owners of The Imperial in Chelsea, Alan Turtill and Kate MacWhirter said: "We are big fans of Sekforde mixers and the new gin variant is a great addition. We are often asked by customers for different ways to enjoy gin and this the perfect way to offer those drinkers a change, as well as being brilliant for those who aren’t fans of tonic water. The fact it's all natural and light in sugar also appeals."

Sekforde rum and whiskey mixers are stocked by a range of pubs and bars including: Urban Food Fest, Shoreditch; Barley Mow Shoreditch (part of Remarkable Pubs); The Imperial, Chelsea and The White Horse, near Newbury.

25 May 2017 - Sam Coyne The Drinks Report, news editor