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Willow reformulates recipe with CBD in mind

Willow, the low-alcohol spirit from Ladies & Gentlemen bars reformulated its recipe to take advantage of the interest CBD products. It has also lowered its ABV to 0.5%.

Launching at 4.4% ABV, the apple spirit base of the drink now features a 15mg broad spectrum CBD infusion which has been supplemented with English strawberry juice. Its other ingredients remain pineapple, kaffir lime, cracked black pepper and cherry tomatoes. 

Distilled to 80% ABV, the mix is then diluted down to 0.5% using natural spring water from the Lake District. The reduction in ABV is a direct result of feedback from larger commercial partners Willow has entered discussions with. 

William Borrell, owner of Ladies & Gentlemen bars says the inclusion of CBD is a deliberate move to 'game change' the no and low-alcohol category: "Dropping the ABV makes commercial sense; it’s what consumers want. However, we’re less about being evangelical and more about taking a distinctively laid-back and recreational approach to no/low — hence the CBD. There’s little or no point in trying to be preachy — people just want to chill out and enjoy an adult drink. By tapping into the benefits of the world’s most famous functional plant, Willow enables them to do just that.” 

Borrell added that the brand’s marketing: "Will reflect a more light-hearted and edgy attitude in this sector — and that includes the message across social media that Willow’s #ChillAF." 

3 December 2019 - Sam Coyne The Drinks Report, editor