Thyme for a change


42 Below vodka has taken bartender grumbles on board and reduced the height of its bottle so that it fits on more backbars.

The new bottle also features a re-designed transparent label, and simplified names and clearer differentiation for its fruit flavoured varieties.

The revamp follows the results of the 42 Below Cocktail World Cup, which saw the USA team (pictured) scoop the top prize with a drink snappily entitled ‘I have too much thyme on my hands right now at this point in my life’ made with 30mls 42 Below Pure, apple bitters, 45ml lime thyme syrup and 15ml Cynar with a garnish of ‘compressed apple thyme balls’.

The brand has also announced details of a new Vodka University tour with Jacob Briars. It will visit 8 cities in the UK between 6 and 20 May. Online entries for the 2011 Cocktail World Cup will then be open from 25 May for only one month.

To register for a place at vodka university, email [email protected] .

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Since its launch in March 2007, Imbibe magazine has established itself as the UK’s leading publication for on-trade drinks professionals. Imbibe’s editorial coverage takes in all the main drinks categories, from wine to water, spirits to soft drinks.

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