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Sebor Absinth redesign conveys classic cues

Sebor Absinth is sporting a new look. The redesigned bottle reflects the brand’s premium status as well as the Czech heritage of the absinthe category.

The Hi-Spirits in-house design studio redesigned the label and brand graphics using silver and gold to give Sebor a more classic feel and put more emphasis on the wording ‘Produce of the Czech Republic’. The bottle has also been redesigned, while retaining the familiar lines and the phrase ‘Authentic Sebor Absinth’.

Dan Bolton, managing director of Hi-Spirits, says: “Although never illegal in the UK, absinthe was unavailable for decades, and Sebor was one of the first brands onto the market when absinthe returned.  Fifteen years on, the category is thriving and there is plenty of competition.

“The redesign reflects the status of Sebor Absinth as a mature and established brand, as well as helping to convey the rich heritage of absinthe as a classic cocktail ingredient and one of Europe’s great spirits.”

Spelt ‘Absinth’ in the Czech way, Sebor Absinth is produced in the Czech Republic by master distiller Kyle Bairnsfather. Blending the maximum permitted amount of wormwood - artemisia absinthium - with 13 herbs and spices creates a rich and mellow flavour which complements the warmth from the 55% alcohol.

A maceration process is used to blend the botanicals with the distilled spirit, preserving more of the complex range of flavours than can be achieved by distilling alone, and Sebor Absinth contains no artificial colours or flavouring.  Sebor Absinth has an RSP of £27.95.

8 May 2015 - Felicity Murray The Drinks Report, editor