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Reformed Spirits Co Appoints On-Trade Sales Partner for Wild-Arbor UK

Category disruptor and innovator, The UK importer of Wild-Arbor, The Reformed Spirits Company Ltd, has announced that the company has signed a deal with CPG International Brand Development to sell Wild-Arbor Clear Cream Liqueur to the on-trade in the UK. CPG is working with its' partner company, Brand Central (UK) Ltd.

Wild-Arbor (19.8% ABV) is the first plant-based and clear ‘cream' liqueur. Transparent in appearance, it has the velvety mouthfeel of a traditional cream liqueur and offers consumers an indulgent drink without the guilt. It is dairy free, gluten free, and free from GMO (genetically modified organisms). It is also lower in calories than competitors, and free from artificial ingredients. What it does have is flavour and a delectable mouthfeel.

Already, it has captured the attention of a major retailer and an important national UK restaurant group.

Waitrose is listing the brand across 160 stores and at The retailer will be promoting the product in-store using special display units in all outlets in the run-up to Christmas to introduce the brand to more consumers and encourage gift purchasing. As part of the pre-Christmas activation, 20 stores will hold tastings of Wild-Arbor.

John Vine, Spirits Buyer at Waitrose, said: "I have certainly been impressed with the versatility of Wild-Arbor. It has all the classic qualities of a cream liqueur but its clear appearance, and being plant based, seems to have broken the mould when it comes to the way consumers think of cream liqueurs, and how and when they drink them."

In the on-premise sector, the brand has been snapped up by casual dining group, Las Iquanas, whose 57 outlets offer Latin American themed foods and drinks. For the on-trade, where younger consumers in particular, often seek out sustainable, plant-based menus, the product is a good fit. The planet-friendly section of the Las Iguanas menu features a Clear Batida cocktail made with Wild-Arbor Clear Cream Liqueur, Las Iguanas Magnifica Cachaça, and white cacao.

Luke Neale, Head of Beverage Development and Bar Operations at Las Iguanas, said: "Wild-Arbor was the perfect match for us at Las Iguanas for many reasons: first and foremost, because of the shared values of reducing our carbon footprints. The carbon neutral and tree planting initiative is not only a positive thing for the planet but a strong message and compelling story to share with our guests. The fact that it is completely plant based and vegan friendly whilst delivering a creamy texture allows us to introduce new flavours to those who can't normally enjoy them. Finally, the clear nature of the liquid allows to create drinks which look one way and taste another, surprising and delighting guests in a way otherwise unachievable without a lab."

The team behind Wild-Arbor is the same team that started other category disruptors, Martin Miller's Gin and Fever-Tree mixers. The current co-founder and CEO Jacob Ehrenkrona, has been part of this team throughout. The company has as its mission the revival of mature or static drinks categories.

Ehrenkrona says: "In the 1990s, The Reformed Spirits Company recognised that gin was a niche that was ailing and ripe for revival. In 1999, Martin Miller's Gin was launched and helped open the market to grow the category into the vibrant sector it is today. Similarly, there was a huge opportunity with mixers and our accomplishment with gin made its successor, Fever-Tree, a natural next step. The team at The Reformed Spirits Company is excited at the opportunities for Wild-Arbor which is not only stepping into a category dominated by few mature brands but which offers attributes for Gen-Z drinkers, both male and female. Dairy-free, gluten-free, 100% plant-based, and transparent, Wild-Arbor is a guilt-free pleasure and a versatile liqueur. It's a category ripe for an injection of excitement and with the current interest in cocktails we feel the time is right."

Bartenders and professional chefs as well as younger consumers are enjoying this innovation. Due to its clear appearance, the drink is versatile. It can be served neat, on ice; in contemporary cocktails such as a martini; or used in desserts. Its sustainable credentials mean that it fits the mood for plant-based, eco-friendly menus.

On the palate, Wild-Arbor contains notes of rich chocolate, vanilla, and caramel.. The company does not disclose its secret recipe which took over two years to develop. To underline its sustainable, plant-based credentials, the company undertakes to plant a tree for every bottle sold and has purchased a major tract of land in Florida which is being planted as a forest.

Wild-Arbor has a RRP of £19.99 and is described as ‘a cream liqueur as nature intended'.

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