William Grant's newcomer blends trends in vermouth and coffee

11 July, 2018

William Grant & Sons has launched a sweet vermouth infused with the discarded fruit of the coffee berry.

Discarded contains cascara, which was once regarded as a waste product in coffee production but as an ingredient the producer said it is rich and fruity in flavour.

Every year billions of tones of cascara are wasted in coffee production after the bean is extracted, and so Discarded repurposes this waste product to bring a “new flavour dimension” to create a vermouth “like no other”.

William Grant explained that the idea behind Discarded originated from its brand ambassador community, in particular Joe Petch, global brand ambassador for Monkey Shoulder. Inspired by emerging trends in vermouth and coffee, Petch started working with baristas to understand more about cascara, learning of its taste and blending capabilities.

Petch said: “The inspiration behind Discarded came from the world of coffee and cocktails becoming ever closer as day and night cultures start to combine. Two years ago, one of my barista friends gave me some cascara, which I started to experiment with and blend with a variety of vermouths.

“What I found was that cascara is deep, complex, rich and fruity in flavour, which makes the sweet vermouth more accessible and versatile in mixology. I have tried many vermouths in my career and Discarded is nothing like what I have tried before.”

To make Discarded, cascara is steeped into alcohol to produce the extract, once the infusion is ready, it is blended into the case of a fortified wine and other botanicals to achieve the unique flavour finish.

Tom Stannard, global marketing manager, innovation at William Grant & Sons, said: “We live in an age where single use is increasingly untenable. What others have wasted we have welcomed and made the distinguishing feature in Discarded. In everything we do, we want to embody our brand purpose and to champion the Discarded.”




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