Luscombe Drinks pushes further into mixer market

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Location: UK

It is a truth universally acknowledged, that a market saturated with gin and rum must be in need of a fine selection of mixers to accompany the spirits.

That’s the tenet that Luscombe Drinks is abiding by, at least. The soft drinks company is launching a range of mixers that includes Cucumber Tonic Water, Sicilian Bitter Lemon, Hot Ginger Beer, Lime Crush and Devon Soda Water, extending its portfolio after the launch of a line of tonic waters last year.

Luscombe sees its new mixer range as the answer to ‘ increased consumer demand for artisanal dark rums and spirits’. But what makes these mixers different from its other soft offerings?

‘A mixer should only ever play a supporting hand,’ explained Gabriel David, founder of Luscombe.

‘The focus throughout the development of our mixers was to create a range with subtle flavours that enhanced, rather than competed with, the complex flavours and botanicals of the accompanying artisan spirit.’

And while new mixer varieties hit the market every day, David doesn’t see wacky flavours as the key to staying ahead of the curve in the category.

‘It is no good launching new mixers if the sole purpose is to be the “newest” flavour,’ he said. ‘It’s more about deep study and understanding of the subtleties of a given spirit that you want to mix with.’

Luscombe Drinks will be showcasing its new mixer range at Imbibe Live, 2-3 July, on stand E40.

RRP £1.20/20cl, info@luscombe.co.uk

 


Imbibe Live 2018 While you’re here…

Have you registered for the on-trade’s favourite drinks show yet? Imbibe Live is taking place on 2 and 3 July at Olympia London.
If you don’t already know, Imbibe Live is the innovative and interactive annual exhibition for anyone who sources, buys or serves drinks in the licensed on-trade. From sommeliers to buyers and from managers to publicans and bartenders, this essential date in the drinks calendar will see the industry’s finest come together.
Register today: www.imbibe.com/live
We can’t wait to see you there!

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