Premium drinks innovation start-up, WiseHead Productions, is today launching The London Essence Company, a new collection of carefully crafted mixers.
An update from Britvic-backed start-up, Wisehead Productions:
Premium drinks innovation start-up, WiseHead Productions, is today launching The London Essence Company, a new collection of carefully crafted mixers. The first naturally all-light mixer range to launch, each drink is under 20kcal per 100ml and low in sugar at less than 4g per 100ml.
The London Essence Company will challenge key players in the premium mixer category, which is growing in line with premium spirits. In 2015, premium mixers grew by 14 per cent1 as premium spirits grew by 11.6 per cent and super-premium spirits grew by 19 per cent2. In the last twelve weeks, the mixer segment is the fastest growing of the soft drinks sector in Out of Home, up 15 per cent3.
“Premium spirits and mixers are thriving and we are launching to fill a gap in the market for an all-light collection of mixers, crafted to enhance the flavour of spirits. We understand that premium spirits offer beautiful and complex flavour profiles, and our mixers perform exceptionally to elevate those flavours thanks to our use of distilled essences.” Ounal Bailey, WiseHead Productions Co-Founder
The London Essence Company collection includes: Classic London Tonic; Grapefruit and Rosemary Tonic; Bitter Orange and Elderflower Tonic; and Delicate Ginger Ale. Each ingredient is carefully selected to source the highest quality components for its distilled essence blends. Reimagining the eponymous 1896 company, famed for creating the very best distilled essences, The London Essence Company draws inspiration from its past expertise in crafting distillates, applying modern techniques to create contemporary low sugar mixers.
WiseHead Productions was setup in June 2016 to elevate drinking experiences. The London Essence Company is the second launch from WiseHead Productions and follows the release of Thomas & Evans No.1, a zero proof lightly sparkling drink with a green fruit bouquet and notes from twenty botanicals. WiseHead Productions has been established as a start-up incubator company backed by Britvic, which gives WiseHead Productions all the entrepreneurial freedom of a start-up with the financial support of an established FTSE 250.
The London Essence Company will launch predominantly in premium on trade outlets, plus selected retailers, including Harvey Nichols and Fortnum and Mason RRP £1.50.
Classic London Tonic Water
Overview: Sweet citrus notes, pleasantly bitter quinine and juniper.
Aroma: Piney aromatic and citrus notes.
Taste: A combination of fresh, sharp and citrus notes. Lemon, lime and oily orange peel combined with fresh pine, thyme and a juniper finish.
Grapefruit & Rosemary Tonic Water
Overview: Crisp grapefruit oils and rosemary, with a hint of quinine.
Aroma: A loud fruity aroma that is well balanced by the herbaceous edge of the rosemary.
Taste: An ultra-fresh combination of tangy grapefruit notes, a rosemary note and a sharp citrus and light yet bitter quinine finish.
Bitter Orange & Elderflower Tonic Water
Overview: Tangy orange oils and elderflower, with a hint of quinine.
Aroma: Fresh orange with subtle elderflower notes.
Taste: Bitter and tangy orange notes are balanced by rich blood orange oils and a hint of elderflower distillate for a floral and honeyed finish.
Delicate Ginger Ale
Overview: Steeped ginger root, with background notes of aniseed.
Aroma: Gentle ginger, with a touch of aniseed and honey.
Taste: A gentle liquorice taste from the aniseed, a lemon fennel top note, with a subtle spice of ginger to create a rounded flavour.
ABOUT WISEHEAD PRODUCTIONS
WiseHead Productions creates drinks with extraordinary flavour profiles that are crafted from carefully selected ingredients. Setup with the mission of elevating drinking experiences, WiseHead Productions is an incubator company, devised by Ounal Bailey and backed by Britvic. Ounal has over 10 years of experience in drinks innovation; supported by a small team of experts in distillation and development, Ounal creates contemporary drinks for discerning drinkers. Each innovation is inspired by craft of the past, data of the present and future predictions to create original drinks that are modern classic in style. Thomas & Evans No.1 was the first release from WiseHead Productions in June 2016 and is a lightly sparkling drink with a green fruit bouquet and notes from twenty botanicals.