Waitrose mixes it up in a world first

Waitrose & Partners has launched Sekforde, billed as a range of the world’s first and only mixers created for specific spirits.   

The supermarket chain said: ‘Building on the growing trend of premium mixers, Sekforde was started to fill the gap in premium mixers for specific spirits. Championing the unique flavours in spirits, these mixers aim to enhance, rather than mask, the true flavours of the liquid.’

The mixers come in four variants: Whisky & Bourbon (a blend of Sicilian orange, rosemary and gentian bitters), Light & Spiced Rum (a blend of lime, mint, rose and cacao), Gin & Vodka (a blend of aromatic raspberry, rose and sage, described as a quinine-free alternative to tonic) and Tequila & Mezcal (a blend of prickly pear, fig and cardamom).

Sekforde founder Talula White commented: “We honour the traditions and dedication which go into making spirits. Our dedicated Sekforde mixers are crafted with the aim of enhancing, not overpowering the beautiful flavour profiles of the spirits we love.”

Pierpaolo Petrassi MW, head of drinks buying at Waitrose & Partners, commented: “We are thrilled to be working with Sekforde on this range of interesting and innovative mixers. As our customers become more discerning with their spirits, it only seems right to offer premium mixers which enhance the specific flavours. Served over ice, they are also a sophisticated soft drink alternative for those looking for a non-alcoholic option with great flavour.”

Sekforde mixers are available in-store and at Waitrose.com for £1.95 for 500ml. Described as 100% natural, and low in sugar, each 200ml serve is under 40 calories and contains no artificial flavours, preservatives or sweeteners.

 

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