UK launch for aperitivo from the makers of Peychaud’s Bitters


Peychaud's Aperitivo

An Italian-style aperitivo is to be launched in the UK as an extension of one of the most well-known classic cocktail ingredients, Peychaud’s Bitters.

The new Peychaud’s Aperitivo has been developed by the Sazerac Company to tap into the consumer trend for lighter lower-ABV mixed drinks and the popularity of cocktails such as the Negroni.

At 11% ABV, it is a complex balance of bitter orange, grapefruit sherbet and caramelised cherries with light fragrant herbal notes, recommended for serving over ice or in pre-dinner cocktails.

It is being launched in the UK through drinks distributor Hi-Spirits, with trials in bars in London and Edinburgh this summer ahead of its full UK roll-out later in the year. Both The Bon Vivant in Edinburgh and Portside Parlour in London will offer special Peychaud’s cocktail menus from July 11.

The Peychaud’s name dates back to the 1830s when Antoine Peychaud mixed cocktails using his own Peychaud’s Bitters at the Sazerac Coffeehouse in New Orleans. Crafted in Italy, the new aperitivo offers the same high-quality credentials as the bitters.

Tim Giles, UK brand manager, said: “Reflecting the heritage of Antoine Peychaud, this is a premium addition to the aperitivo category, giving it a strong appeal to bar professionals.

“For that reason, as well as creating our own cocktail recipes for the brand, we’ve given leading bars in London and Edinburgh some stock in advance, to see what their teams come up with.”

At The Bon Vivant, bar manager Miran Chauhan said: “Peychaud’s has always been a bartender’s favourite, so an aperitivo from the same brand is obviously exciting. I was a little apprehensive, but it surpassed my expectations. It’s adaptable and very easy to work with, allowing plenty of freedom of expression when mixing with other spirits and liquids.”

The team at Portside Parlour in Shoreditch worked with head bartender Chris Tanner of Milk & Honey in Soho. Chris said: “I’ve found it really interesting to mix with Peychaud’s Aperitivo because it doesn’t have the flavour profile associated with its nearest rivals. It’s been a great experience playing with it, and exploring its versatility as a cocktail ingredient.”

Research by CGA Strategy shows up to a quarter of drinkers prefer a low-calorie, low-alcohol spirit-based drink if available. The popularity of the Italian aperitivo category has been led by brands such as Campari and Aperol.

Tim added: “Peychaud’s Aperitivo taps right into current trends, appealing to consumers looking for lighter drinks, as well as enhancing a range of classic cocktails, giving it a place on the drinks menu in both bars and restaurants.”

Hi-Spirits is UK distributor for other Sazerac brands including Buffalo Trace whiskeys, Southern Comfort and Tuaca.

Suggested serves for Peychaud’s Aperitivo

Peygroni
1 part Peychaud’s Aperitivo
1 part Broker’s Gin
1 part Antica Formula
In a mixing glass stir down all ingredients over ice, pour over a Peychaud’s Bitters ice ball and garnish with orange zest.

Royal Street Fizz
3 parts Sparkling wine
2 parts Peychaud’s Aperitivo
1 splash Soda
Add ingredients to a champagne flute, garnish with a lime twist and serve.

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