Morrisons to Launch Premium Range of Spirits with Ableforth’s
Ableforth’s Bathtub Gin and Rumbullion! are now available in over 300 Morrisons locations. Both products have won several international awards for the quality of their liquid and their innovative packaging.
These additions are in line with the fastest growing categories within spirits by value, flavored and spiced rum (up 13.1%) and gin (up 9.9%) (Nielsen, year to April 23).
Morrisons is bringing more premium, award-winning spirits to their customers with the addition of Ableforth’s Bathtub Gin and Rumbullion! to their carefully curated range. The introduction of these lines is just another sign that customers are increasingly turning to products that deliver better quality drinking experiences and excellent value.
Speaking about the new range, Andrew Thomas, spirits buyer at Morrisons, says, "Morrisons is seeing customers trade up across a number of spirit categories as the trend towards better quality liquids continues. This is a great opportunity as customers are willing to pay more but expect a better product and experience in return. Products such as Bathtub Gin & Rumbullion! really deliver on this promise from the eye catching hand-wrapped bottles through to the great tasting liquid."
Michael Vachon, head of brand development for Maverick Drinks, distributor of the Ableforth’s range, adds, “With the addition of these two outstanding products to their offering, Morrisons have taken a huge step towards offering the better quality products that consumers are increasingly looking for. We worked closely with Morrisons to bring them products that deliver on customer expectations of quality crafted spirits made with well-sourced ingredients.”
Ableforth’s Bathtub Gin is one of the most decorated gins in the U.K. today, having garnered several international awards including Best of Show & Double Gold at the Wine & Spirits Wholesalers of America Tasting Competition 2016, Gold Outstanding in the Contemporary Style Gin category at the International Wine & Spirit Competition 2015, World’s Best Compound Gin at the World Gin Awards 2014 and the Super Premium Gin Trophy at the International Spirits Challenge 2013. Made using incredibly high quality botanicals steeped in copper-pot-still spirit, a traditional technique known as cold-compounding, Bathtub Gin features pronounced botanical flavors and a crisp finish that works incredibly well in a Gin & Tonic, as it does in many other classic cocktails.
Ableforth’s Rumbullion! is the first premium spiced rum introduced in the U.K. and is the best example of how high quality ingredients can create a great tasting spiced rum. At the core of this delicious drink is a brilliant Caribbean rum, to which zesty orange peel, Madagascan vanilla, cinnamon, clove and cardamom are added. Superb simply served over ice, Rumbullion! is also well suited to being used in cocktails like the Daiquiri.
Morrisons recognizes that more and more consumers are choosing to drink better quality spirits and are supporting producers who put care and attention into every aspect of crafting their products, using only the very best ingredients they can find. These two delicious expressions are a perfect example of this and should appeal to a wide range of their customers.