The Hellshire Club has partnered with Greene King pubs to launch its new range of Mrs Cuthbert’s British Gin Liqueurs.
Inspired by one of the founder’s late Auntie Dorothy Cuthbert, the brand evokes the 1940-1950’s era of frugal home-baking.
The range recently launched in the retail sector with six “realistic” and “iconic” British flavours: Victoria Sponge; Blueberry Muffin; Rhubarb & Custard Crumble; Lemon Drizzle Cake; Black Forest Gateau; and Parma Violet Cupcake.
In the on-trade, Mrs Cuthbert’s and Greene King are setting out to lead the trend for interesting low alcohol, lower sugar drinks that deliver quality and satisfaction for their customers.
The partnership will begin with Mrs Cuthbert’s latest flavour, Passionfruit Pavlova, alongside the Rhubarb and Custard Crumble, Blueberry Muffin, Victoria Sponge.
The gin liqueurs have been designed to be mixed with tonic or prosecco, as well as straight over ice.
Founder and creator Carl Stephenson said: “With an ABV of 20%, Mrs Cuthbert’s – which is made in North Yorkshire – offers a playful range of flavours to explore whilst following the demand for lower alcohol and low sugar-content drinks and will resonate more strongly with a female customer base in spritz style serves or flavoured gin & tonics.
“We are very thrilled to work alongside the Greene King team and for the opportunity to create a bespoke flavour for their customers. This project reinforces their desire to lead through innovation, which can not only benefit their customers, but the entire national on-trade category.”