Firebox to launch Mythical Spirits range in USBy Owen Bellwood
Online retailer Firebox will debut its Mythical Tears Spirits range in the US at this year’s Wine and Spirits Wholesalers of America trade show.
Firebox will showcase its Unicorn Tears Gin Liqueur at the 75th annual trade show in Las Vegas, where the company hopes to connect with wholesale partners.
The product, a shimmering gin liqueur created from “the tears of real unicorns”, is Firebox’s best-selling alcohol line in the company’s 20-year history.
Currently only available in UK and European markets, Firebox is looking to expand distribution into the US through importer Park Street.
Kristian Bromley, managing director at Firebox, said: “We’ve nominated Park Street as our US importer and we’re looking to source wholesale and distribution partners at the show.
“We feel that in Unicorn Tears and the Mythical Tears range, we have something truly unique and original. It’s the antithesis to the plethora of heritage and artisanal spirits brands all telling the same story. Ours is different. It’s a concept drink, it’s disruptive, giftable and it provides an innovative, and shareable experience for the millennial drinker.”
At the trade show, Firebox has also been selected as one of six finalists in the Brand Battle competition, a chance to pitch the product to industry leaders who will vote for the most innovative, interesting brand at the show.