Sebor introduces Irish 'moonshine' to the on-trade

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Sebor has expanded its portfolio of once illicit spirits with the launch of an Irish poitín.The owner of Sebor Absinth, a leading player in the...

Sebor has expanded its portfolio of once illicit spirits with the launch of an Irish poitín.

The owner of Sebor Absinth, a leading player in the budding absinth sector, has announced the launch of Poitín 50, an Irish "moonshine" boasting an ABV of 50 per cent.

Jeremy Hill, Sebor's marketing manager, said: "Poitín 50 is our own brand and is distilled in Dundalk, Ireland. From the outset it has received rave reviews from the public and at private tastings we have undertaken.

"There is no doubt that Poitín 50 has a very close affinity with Sebor Absinth due to the illicit historical references of both drinks, making Poitín 50 the perfect partner for Sebor Absinth."

The new addition is set to target a similar audience by gaining listings in outlets with an established shot or cocktail culture.

The production of poitín in Ireland was outlawed in 1661 by Charles II and has only recently been legalised if produced under strict licensed control. Poitín is so called because it was once distilled in small pots and it has a dry grainy flavour with a sweet aftertaste.

Related topics: Spirits & Cocktails, Legislation

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