EAST LONDON LIQUOR CO. LAUNCH NEW RANGE OF SELTZERS

BOLD, JUICY, AND WITHOUT ANY ADDED CRAP: ELLCo. RELEASE THEIR TAKE WITHIN THE  GROWING CATEGORY, FOCUSSING ON BIG FLAVOURS

Monday 14 September 2020: East London Liquor Co. announces their entry into the fastgrowing hard seltzer category today with the launch of two new bold and juicy drinks.

Hard seltzers, a billion-dollar US craze that has spawned a thousand memes, landed in the UK this summer. 

But the ELLCo. team have been perfecting their own spin on this compelling new category of drinks to make them juicier and packed full of flavour.

“Our focus has always been on making sure that drinkers have a wide range of delicious booze to enjoy, whether that's in their favourite cocktail bar, or their spirits cabinet at home. But sometimes you don't want to bother with the faff of making cocktails, and just want to grab a tinnie from your fridge. Our job is to make sure that those canned drinks taste great. Don't like it? Don't drink it. We created seltzers that are big on taste using natural ingredients, and yes, they're low on calories like other seltzers, but that's just an added bonus.”  -Alex Wolpert, Founder of East London Liquor Co.

“We love dry drinks – a martini with just a spritz of vermouth is one of our favourites, so when we heard about the hard seltzer craze in the US it piqued our interest. The seltzer scene is chock-a-block with drinks that are stripped of flavour and character. We wanted to stand by our principles and launch a range that are juicy, moreish, and maybe just a little bit more sophisticated,” said James Law, Director of Brand & Development at East London Liquor Co. “We're really proud of what we're launching.”

Each seltzer is made with the same 100% wheat vodka that is produced behind the bar in East London Liquor Co's distillery in Bow Wharf. Using a selection of fruit extracts and essences sourced from around the world, these seltzers are packed with flavour and will have you running back to the cool box for seconds. 

STAND UP AND STAND OUT

Introducing East London's juicy Pomegranate & Vodka Seltzer and biting Lime & Vodka Seltzer. Both include all-natural ingredients, absolutely no preservatives, artificial sweeteners or colours, and bartender-quality East London Vodka. Oh, and for those who are counting, they're coming in at 88 calories each.

EAST LONDON POMEGRANATE & VODKA SELTZER (4% ABV | RRP £24/12-can case)

Big, juicy and crisp pomegranate, carefully balanced with vodka made behind our bar.

EAST LONDON LIME & VODKA SELTZER (4% ABV | RRP £24/12-can case) 

Heavy on natural flavour, light on pretty much anything else. This is our vodka simply cut with lime.  

AVAILABLE 

The East London Pomegranate & Vodka and Lime & Vodka Seltzers are available at www.eastlondonliquorcompany.com/shop, as well as through Wholefoods UK and Brewhouse & Kitchen.

www.eastlondonliquorcompany.com

Instagram & Facebook/EastLondonLiquorCompany  Twitter/DistillinGinE3

- ENDS - 

Notes to editors:

East London Liquor Company press information: 

Jess Bellamy +44(0)7538023180 | jess@ldrlondon.com

For more information on sales: orders@eastlondonliquorcompany.com

East London Liquor Company | 221 Grove Road | Bow Wharf | London | E3 5SN

THE PEOPLE'S DRINKS COMPANY: Great spirits without the crafty bullshit.

East London Liquor Company has always stood against expensive mediocrity. Everyone should have good booze for good prices from good people. It sounds radical, but it shouldn't.

Since July 2014, they have been producing and importing a range of spirits, including gins, vodka, rum and whisky. They currently distribute their award-winning spirits throughout the UK and internationally to over 20 markets.

East London Liquor Company strives to be as commercially ethical as possible and have always proudly supported the London Living Wage. Founded by Alex Wolpert; Mikey Pendergast is their Global Brand Ambassador and Tom Hills and Andy Mooney are responsible for distillation.

HOW IT ALL BEGAN 

Actor-turned-bartender, Alex Wolpert, left drama school in 2006 and spent his 20s living in East London, working behind bars, finishing at 4am. At the time, big brands were investing big to stay big, before independent craft spirits rocked up, some with crazy price tags that were supposed to signify high quality. 

Exasperated by customers calling for only expensive brands to make the perfect drink, Alex thought maybe the time had come to quit his job and to fight for everyone that wanted affordable excellence, but without the vanity pricing and packaging. Until then, no one had dared to make a great spirit and sell it at a great price. It was in 2013 when a friend challenged Alex to set up his own business. The next day Alex asked his inner circle of friends if he should do it. They all said no. So, he did it anyway.

Six months later he borrowed against his Hackney flat, convinced the bar owners of Barworks (his bosses at the time) to invest in his vision and cycled the waterways of East London until he found a disused glue factory warehouse-cum-boozer that had closed down, next to Victoria Park. He then ordered two copper pot stills from Germany, found a 23-year old biochemistturned-distiller, Tom Hills, and an East London bartender, Mikey Pendergast, to help build his dream. In 2014 Alex set up East London Liquor Company. In the first year the team of five were producing 1,000 bottles of gin a month for East London bars and restaurants. 

In 2018 ELLCo. launched London's first Rye Whisky in over a century, crowdfunded over £1m in

36 hours, and in 2020 was appointed to create the next generation of Royal Botanic Garden, Kew's range of spirits (having earned their stripes producing special editions for London institutions including The Royal Academy of Arts, the Barbican and Transport for London). 

Today the down-to-earth and independent distillery produces and imports over 15,000 bottles a month of award-winning gin, vodka, whisky and rum served by some of the best bartenders in the world, exports to over 20 markets and was valued in 2018 at £16.5m (post Crowdcube fundraise).

East London Liquor Company (ELLCo.) acquired Longflint Drinks Ltd. earlier in 2020 bringing

Ready-To-Drink (RTD) and seltzer opportunities into its portfolio. Longflint Co-founder, James Law, joined the ELLCo. team to continue his work on product development and building up the channel. He sits on East London Liquor Company's board as Director of Brand & Development.

East London Liquor Company Awards for the Liquid:

Gold for Premium Batch No.1 Gin | San Francisco World Spirits Competition 2018 

Silver for London Dry Gin | San Francisco World Spirits Competition 2018

Silver for Premium Batch No.2 Gin | San Francisco World Spirits Competition 2018 

Double Gold for London Dry Gin | Gin Masters 2015

Silver for Batch No.2 Gin | International Spirits Challenge 2015

Silver for Batch No.2 Gin | Gin Masters 2015

Masters for Batch No.1 Gin | Gin Masters 2016

East London Liquor Company Awards for the Distillery:

Gold for Consumer Experience | The Distillery Masters 2016 

Master for Distillery Innovations | The Distillery Masters 2016

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https://www.morningadvertiser.co.uk/Article/2020/07/06/What-are-hard-seltzers