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BOTTOMS UP

Liquor brands serve cocktails in creative new formats

While there’s no shortage of cocktails with unusual ingredients, it’s not just drinks themselves that are getting the creative treatment. Lately, liquor brands are reimagining the ways in which their booze is served to enhance the drinking experience.

BOMBAY SAPPHIRE

Catering to young consumers’ desire for colorful, photo-worthy beverages, Bombay Sapphire recently released edible blue paint to be added to its liquor, which enhances a drink’s appearance and flavor. The Bacardi-owned brand partnered with several bars in the UK to have their bartenders apply the paint to glasses before adding gin and mixers. Following the launch on International Gin & Tonic Day last month, Bombay Sapphire plans to bring its paint collection to more bars throughout the UK and develop more colors beyond the blue of its signature bottles.

DJ LIMBREY DISTILLING CO

London-based DJ Limbrey Distilling Co. is also boosting the color and flavor of its gin and vodka with DJ’s Cold Infusion Pockets. The spirit infusers, which function much like tea bags, can be added to its liquor, as well as to non-alcoholic drinks, enabling the brand to engage with the growing number of young adults who are choosing to be sober, even for a brief period of time. The Infusion Pockets come in six flavors, including Rooibos Spice, Summer Equinox, and Passion Star, and are fully biodegradable, in line with the alcohol industry’s efforts to reduce waste.

PATRÓN

In celebration of National Margarita Day this year, Patrón released cocktail fizzers—flavored pellets that activated when dropped into tequila. The creative concoction was essentially a bath bomb in edible form that exploded upon touching water. While the cocktail fizzers produced a wow-factor and made drinking even more interactive and multi-sensory, they weren’t available for long or in large supply. They were only sold at Norwood in NYC, a members-only club that welcomed anyone to its bar for this specialty offering. The cocktail fizzers, which cost $30 a pop, came in seven flavors, including passion fruit, jalapeño, lychee and chia seed, tomato and thyme, celery and elderflower, pickled plum and kelp tea, and orange marmalade with sherry.