Whyte & Mackay has launched Bramble, a new berry-flavoured variant for its Wildcat Gin brand.
The sweet 37.5%, ABV gin has been created to meet consumer demand for fun, varied flavours in up-tempo, after-dark occasions, offering notes of blackberry, raspberry, hedgerow fruits and cherry. It is suggested served in a long drink with tonic or a prosecco.
The new gin takes its inspiration from the dark history of the bramble, which has long been considered a “cursed fruit”. As the story goes, the devil himself cursed the bramble bush in a fit of rage after landing on its prickly thorns. From that day until now, it’s said that no one should dare to consume brambles after September 29.
The Wildcat Gin PR, influencer and social media campaign will invite consumers across the UK to “help break the curse” by experimenting with and serving Wildcat Bramble cocktails.
Wildcat Bramble’s packaging mirrors the core Wildcat brand, but with additional thorny imagery to convey the bramble bush.
Mike Greggs, Whyte & Mackay general manager of UK, France and Germany, said: “We are delighted to launch Wildcat Bramble, the darker, thornier sister of our original ‘gin of the night’ Wildcat.
“Wildcat Bramble is a decadent new liquid with a mysterious and uncommon flavour, specifically designed to meet consumer demand for new, fun flavours of gin perfect for those after dark occasions.”
Wildcat Bramble is available throughout the UK at Tesco and selected bars.