Emporia Brands reveals St Lucian rums and a new liqueur

Emporia Brands is bringing three new brands to the market: a mustard liqueur and two rums from St Lucia.

Gabriel Boudier Mustard Liqueur is the winning product from the Gabriel Boudier Wizard 2018, an annual competition set up in 2015 by spirits importer Emporia Brands. The competition challenges bartenders in the UK to create a new liqueur to join the Gabriel Boudier range. The 2018 winner was Maria Vieira from East London Liqueur Company (ELLC), which her homage to Dijon’s iconic product, mustard.

The recipe for the drink is led by brown mustard seed from Burgundy, macerated for two weeks in fine alcohol. Other ingredients include black mustard seed and a touch of pepper, with sweetness coming from both sugar and honey. The drink has a signature serve, as part of a new take on the classic Bloody Mary, blending the liqueur with gin or vodka, tomato juice, lemon juice, Worcestershire sauce plus salt and pepper. Another serve is the Mustard Collins, with lemon juice, sugar and soda water.

Jack Rackham, managing director of Emporia Brands, said: “Gabriel Boudier’s reputation as the world’s leading liqueur company partnered with Emporia’s passion and expertise for new product development and innovation, gave us for the second time the opportunity the challenge the great talent we have in UK bartending to create a new and original cocktail liqueur. Maria’s Mustard creation is sensational and its mixability in a wide range of drinks has been inspiring.”

Gabriel Boudier Mustard Liqueur is available from Master of Malt at £14.95 for a 50cl bottle.

Emporia is also launching the Bounty Rum brand and a new Admiral Rodney range of super premium rums from Saint Lucia Distillers.

Bounty will be launched into the UK market during Notting Hill Carnival (August 26 and 27), in collaboration with its retail partners, Taste of Saint Lucia and the tiki bar, Trailer Happiness.

Philip Gillier, export manager at the rum distillery, said: “This new release will complement the existing brands of Chairman’s Reserve and Admiral Rodney, while establishing the origin of Saint Lucian rum.”
Rackham added: “I am delighted to announce the arrival of the Bounty range that we will be launching at Notting Hill Carnival, where St Lucia Distillers have been a leading rum sponsor of bars and carnival activity over the past eight years. Having launched Chairman’s Reserve into the UK and becoming the number one export market for this great brand from St Lucia Distillers, we are excited by the new proposition the Bounty rum range provides.”

The range comprises six rums; Bounty Premium Gold, Bounty Premium White, Bounty Dark, and three flavoured rums: Bounty Spiced, Bounty Coconut and Bounty Lime. All are aged for at least two years before bottling. The will initially be available through TheDrinkShop.com.  

The new Admiral Rodney rum range will consist of three offerings with different ages and price points. All are from Coffrey Still distillates and have been aged in American white oak Bourbon casks.

Rackham said: “Admiral Rodney’s multiple awards and reputation as one of the world’s finest rums, has made us very ambitious to build the UK super premium rum market with this extended range and updated packaging.”

The brand was created in the 1980s and launched into the UK by Emporia Brands in 2009.

The new range includes the HMS Princessa blend (rsp: £46.25), which is aged for five to nine years; HMS Royal Oak (rsp: £71.95), a blend of seven to 12 years and HMS Formidable (rsp: £71.95), which contains rums aged between nine to 12 years. The rums will be available exclusively from The Whisky Exchange through August 2018.

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