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Funkin expands range with Beetroot Shrub

Funkin is expanding its range of Pro syrups, by collaborating with Jägermeister and Be At One to launch Funkin Pro Beetroot Shrub Syrup.

Funkin Pro Beetroot Shrub Syrup is made with natural ingredients including beetroot juice concentrate, rosemary extract and spirit vinegar.

Shrub flavours are experiencing a resurgence in popularity with both consumers and bartenders who are looking to explore and adapt traditional cocktail styles. Deep pink in colour, Funkin Pro Beetroot Shrub Syrup provides the on-trade with an ingredient that allows bartenders to create cocktails featuring rich, earthy flavours.

Working with Be At One and the Jägermeister UK team, including brand ambassador, Florian Beuren and London customer development executive, Max Tamagna, Funkin has helped to develop a serve containing Funkin Pro Beetroot Shrub Syrup, Jägermeister, Chambord and blueberry jam. The ‘Jäger Mega Drive’ cocktail is available now as a Top Ten drink on the Be At One menu.

Funkin managing director, Andrew King, says: “Funkin Pro Beetroot Shrub Syrup is the first commercially available shrub on the market and provides outlets with a way to create and serve complex, full-flavoured cocktails that are perfectly balanced.”

“As leaders in cocktail innovation, the latest product to join our range of Funkin Pro Cocktail Syrups taps into current consumption trends. Shrubs, which date back to the 15th century, have been making a comeback on cocktail menus. With 47% of consumers looking for ways to enhance classic cocktails by experimenting with ingredients, the Shrub is a perfect offering for ever changing consumer and on-trade demands. Working with Jägermeister and Be At One has been a great partnership which we are now further developing through serves and an expanding shrub range.”

Funkin Pro Beetroot Shrub Syrup is available in cases of six 36cl bottles and has a two-year shelf life.

13 January 2017 - Sam Coyne The Drinks Report, editorial assistant