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Azaline Vermouth launches with online retailers

A new vermouth brand marrying French grapes with herbs and spices frmo the ancient Silk Road is going on sale in the UK. 

Azaline Vermouth is an aromatised fortified wine, using Pinot Noir grapes grown in Burgundy and botanicals including juniper, gentian, cardamom, orange peel and saffron. The liquid is produced by Gabriel Boudier, a family-owned business primarily known for its liqueurs that has been operating since the 1870s.

The brand was launched by drinks entrepreneur Steve Drawbell, whose industry background includes work on innovation at Diageo. His intention behind Azaline was to 'create a journey' for drinkers along the Silk Road, an ancient trade route that connected Asia and Europe.

Its striking packaging was created by renowned design agency Stranger and Stranger.

Azaline is targeting two markets in particular: craft gin drinkers looking for a super-premium vermouth to enhance their cocktails, or wanting to explore lower-ABV options; and spritz drinkers looking for an alternative to still wines.

Drawbell said: "We are seeing an increased popularity of red vermouth cocktails like the Negroni and believe that the on-going trend towards lower-alcohol drinks will create a significant opportunity for vermouths to reclaim their role as the original aperitif."

Azaline Vermouth is available from Gerry's and Master of Malt, priced £24.95 for a 70cl bottle.

9 April 2021 - Bethany Whymark