Pun-loving duo aim for domgination with new drink for beauty conscious barflies

Imbibe Editorial

Imbibe Editorial

22 March 2017

The UK’s soaring love of gin shows no signs of abating, with on-trade sales growing 19% in 2016 (CGA).

It has shaken off its ‘mother’s ruin’ tag to emerge as the most fashionable drinks category around, but drinking gin is still not exactly conducive to looking beautiful.

That is where a pun-loving new company called Young In Spirit Drinks aims to come in by offering Brits the first gin to be distilled with collagen.

Collagin is described as the ‘beauty drink du jour’ and is distilled using botanicals including star anise, pink grapefruit, orris, vanilla, pink peppercorn and… collagen.

Apparently the drink comes with a healthy dose of America’s bestselling collagen brand, which does not affect the taste, smell or appearance of the gin in any way.

It is the brainchild of ‘beauty fanatic’ Liz Beswick and drinks marketer Camilla Brown.

‘This really is the smoothest gin I have ever tasted and works so well in many different ways,’ Brown said. ‘We've used botanicals with healthy benefits and a big dose of pure, powdered collagen, so if you're going to drink gin anyway, why not drink one with added bonuses?’

Beswick added: ‘Our key botanicals all have an anti-ageing quality to complement the collagen, particularly the pink grapefruit, fresh orange, anise oil and orris. The gin is fragrant, soft and the aftertaste is velvety, with a hit of vanilla. Enjoy it in a Martini, or if you prefer a longer, refreshing serve, try it in a classic G&T. Or as we call it, a skin and tonic.’

We caught up with Brown to find out more, and were hit with more quality puns. ‘Liz and I saw a gap in the drinks market and decided to jump on it. The worlds of beauty and booze are so popular, and with my background in hospitality and drinks PR, and Liz being a beauty fanatic, we put our skills to work and created Young In Spirit, the first drinks company that combines spirits with pure collagen.

‘We knew Collagin was the right product to launch with as gin is still so popular. We wanted to make our bottle look like it could sit on a back bar or a beauty counter, and we think we nailed it. The gin itself is a premium 40% abv beauty, with notes of pink peppercorn, vanilla and star anise. The first batch is selling like wildfire and it's not even bottled yet. The first orders are being shipped this Friday. Bring on world domgination.’

Quite. The new 50cl gin is distilled in the Midlands and bottled in Lancashire and is available at DrinkSupermarket.com or at the Collagin website for £34.99.


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