Own-label spirits range for on-trade ‘to counter rise of premium’

By Nicholas Robinson

- Last updated on GMT

Affordable own-label spirits range launched for the on-trade
Affordable own-label spirits range launched for the on-trade

Related tags London dry gin Distilled beverage

A complete range of affordable own-label spirits including gin, vodka, whisky, rum and absinthe have been launched into the on-trade by the owners of La Fée Absinthe under the name of ENVY & NV Spirits.

The new range includes a Caribbean white rum (ABV 40%), London dry gin (37.5%), Scottish blended whisky (40%), triple distilled French Vodka (37.5%) and a French absinthe.

Owner of La Fée Absinthe George Rowley said: "We have an opportunity to enter the mainstream spirits market with our new ENVY & NV Spirits brand via our established independent global distribution channels currently used to ship our premium brands, reducing shipping costs by shipping alongside them."

Quality, affordable products

"Our new range of base spirits, unified in one simple brand, design, name and bar call, offers our distributors a chance not always open to them – to enter the mainstream market with a quality, affordable product and an already established client base."

The range has been in the making since 2007, but bottling and sales began in April this year.

It is being marketed as a "simple, fresh and independent solution" to the drinks industry and for operators looking for a single supplier for their core spirits.

Less is more

Rowley added: "Our new range's ethos is encapsulated in the mantra 'less is more'. The bottles are lighter, there's less packaging and less energy used in delivery.

"We're countering the boutique premium market with affordable products that cost less, yet retain quality through time-honoured traditional techniques and authentic recipes."

The range is on sale at www.nv-spirits.com​ and has an RRP of £15.85 for the gin and vodka, £16.25 for the rum, £17.25 for the whisky and £18.15 for the absinthe.

The full Envy & NV range

Tasting notes:

Vodka: ​Vibrant, with a crystalline appearance that hints at the purity of its 100% grain style.

Gin: ​This is a classic London dry gin with fragrant aromas that promise to jump immediately out of the glass. The flavour ranges include floral, lavender and citrus.

Rum: ​The sugar cane used to produce this liquor is grown on the French Caribbean islands of Guadeloupe, which give the rum a sweet, fig and maple syrup flavour.

Whisky: ​Freshly harvested grain is malted and distilled using a traditional whisky process before being matured in wooden barrels and blended to give it a smooth texture suitable for cocktails.

Absinthe: ​Anise, vanilla and coca are gathered before being macerated together and distilled.

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