Halewood International has launched a new “craft” spirits range, JJ Whitley, to tap into increasing demand among younger adults for new flavour combinations within the spirits category.
The range will initially feature two gins, JJ Whitley London Dry Gin and JJ Whitley Elderflower Gin, and two vodkas, JJ Whitley Potato Vodka and JJ Whitley Rhubarb Vodka. Available throughout the on-trade, they will all have ABV of 38.6%.
The new range is inspired by the British countryside and comprises subtle and unusual flavours, complementing other spirits within the Halewood portfolio including the premium Whitley Neill Gin.
The range draws on a family tradition of distilling and high-quality liquids, taking its name from the Whitley family who began creating fine spirits in Daresbury in Cheshire in 1762.
JJ Whitley London Dry Gin is blended with eight botanicals including juniper and citrus peel, resulting in a smooth liquid that can be drunk straight over ice or with a tonic. JJ Whitley’s Elderflower Gin contains a mixture of subtle flavours that can be found through rural England including real elderflower extract and cinnamon, making it ideally suited for summer-themed cocktails.
JJ Whitley Potato Vodka is made with 100% potato to create a clean, crisp liquid, and with a hint of black pepper, suitable for making a Vodka Martini. JJ Whitley’s Rhubarb Vodka contains natural rhubarb extract and is versatile as a base to create a variety of fruity, summer cocktails.
The range has an elegant bottle design to provide significant stand-out on the back bar and highlight JJ Whitley’s propositions of quality and heritage.
A spokesperson for Halewood International said: “The JJ Whitley range was developed in response to increasing consumer demand for quality, versatile liquids which can be used as a base for a variety of drinks, including cocktails.
“The variety, quality and flavour combinations in the JJ Whitley range will also encourage consumers to trade up, and will allow operators to provide a greater and more curious range of drinks.”