Swedish spirits producer Mackmyra has invested in creating a subsidiary company in order to fully introduce its brands to the UK market. The subsidiary – Mackmyra Swedish Whisky – is based in the UK, and it has a new team of staff dedicated to marketing the company’s entire product portfolio to British consumers.   Magnus Dandanell, director of Mackmyra Swedish Whisky, said: “It is going…

Absolut is bringing the Midsommar celebration to London via a ten-day festival in partnership with Drink Up London. Midsommar – a celebration of the longest day in the Northern Hemisphere – has been celebrated since the 12th century. It is a core tradition in Sweden, where the country comes together to dance, share food and drinks. Events will be held at The Absolut Midsommar hub…

Premium Swedish cider brand Rekorderlig has launched a “pioneering new range” of Rekorderlig Cider Cocktails. The range, which will come in individual slim 250ml cans or in packs of 12, will be available in three new cocktail variants combining Rekorderlig Cider with spirits and other ingredients. The new 5.5% abv variants include: Passionfruit Gimlet, a citrusy blend of Rekorderlig Passionfruit cider, gin and a hint…

Berry Bros & Rudd has signed up a Swedish vodka made from virgin new potatoes. BBR is to distribute Karlsson’s Gold Vodka (rrp £32.50) worldwide outside the US. The vodka is single-distilled in a copper-lined column still and blended unfiltered to preserve the flavour of its rare and expensive raw ingredient. The result is a full-bodied, rich spirit with a distinct viscosity in the mouth,…