Funkin launches ‘first’ commercial shrub

4th January, 2017 by Kristiane Sherry

Fruit purée brand Funkin has partnered with Jägermeister and Be At One bar group to launch what’s thought to be the first commercially available shrub – Funkin Pro Beetroot Shrub Syrup.

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An expansion of Funkin’s Pro syrups line, Beetroot Shrub Syrup is made with all-natural ingredients including beetroot juice concentrate, rosemary extract and spirit vinegar.

As with traditional shrubs, Funkin’s latest release is infused with fruit juice, herbs and spices for a “fine balance between sweet and tart”.

The resulting product is “deep pink” in colour and imparts rich, earthy flavours to cocktails.

According to Funkin, shrubs are experiencing a resurgence as bartenders and consumers embrace traditional cocktail styles.

To launch the product, Funkin teamed up with Be At One and the Jägermeister UK team, including brand ambassador Florian Beuren and London customer development executive Max Tamagna to launch a The Jäger Mega Drive serve.

Made with Funkin Pro Beetroot Shrub Syrup, Jägermeister, Chambord and blueberry jam, The Jäger Mega Drive is available now as a ‘Top 10 Drink’ on the Be at One menu.

“Funkin Pro Beetroot Shrub Syrup is the first commercially available shrub on the market and provides outlets with a way to create and serve complex, full-flavoured cocktails that are perfectly balanced,” said Andrew King, Funkin managing director.

“As leaders in cocktail innovation, the latest product to join our range of Funkin Pro Cocktail Syrups taps into current consumption trends. Shrubs, which date back to the 15th century, have been making a comeback on cocktail menus. With 47% of consumers looking for ways to enhance classic cocktails by experimenting with ingredients [CGA Mixed Drinks Report April 2016], the shrub is a perfect offering for ever changing consumer and on-trade demands.

“Working with Jägermeister and Be At One has been a great partnership which we are now further developing through serves and an expanding shrub range.”

Last year, Funkin launched its Bloody Mary Spicer product to help bartenders give the popular cocktail a “kick”.

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