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New spirit drink brand Luxlo targeting 'mid-proof' market

A new brand targeting the growing 'mid-proof' section of the beverage alcohol market has launched in the UK.

Luxlo is a lower-ABV, lower-calorie, sugar-free spirit targeted towards gin fans who want to explore lower-strength drinking options.

Each of the flavours in the range - Ginny, Blood Orange, Pomegranate & Raspberry, and Passion Fruit - are 20% ABV and contain 28kcal per 25ml serve. Luxlo says its products are designed for drinkers "who want a healthier kind of fun".

Luxlo founder Steve Adams said he devised the concept after struggling to find lower-ABV drinking options while on a drive to lose weight and get healthier.

"After being unable to find a mid-proof drink that wasn't too sweet or overpowering in terms of flavour, I decided to create a spirit for the mindful drinker who wants to drink less but drink better," he said.

"Consumer demand for lower-ABV drinks is at an all-time high with Gen Z drinking less alcohol and with a preference for quality spirits and high-end cocktails.

"Although there are plenty of options in the wine and beer categories, there's nothing in the mid-proof spirit category, unless you want an incredibly sweet sherry, cherry brandy liqueur or cream-based, calorie-laden drink. These were not an option for me, so I began developing Luxlo."

Luxlo head distiller Matt Servini created the drinks to have a prominent juniper flavour, combined with nine other botanicals which are individually distilled. The drinks are also all gluten free and vegan.

All four Luxlo varieties are available in 700ml bottles (RRP £30) and are stocked in the on- and off-trade.

14 May 2021 - Bethany Whymark