Fluère designs non-alcoholic cocktails for Extreme E racesBy Alice Brooker
Zero-ABV brand Fluère is celebrating its partnership with Andretti United Extreme E with a range of non-alcoholic cocktails.
The creator of distilled non-alcoholic ‘spirits’ is creating a series of cocktails, each reflecting a racing location of Andretti United Extreme E’s racing series.
The Extreme E race sees electric SUVs competing in extreme environments around the world.
Owned by wellness company Next Frontier Brands, Fluère’s range of non-alcoholic cocktails will pay tribute to each location hosting the off-road race throughout the season. These include Saudi Arabia, Senegal, Greenland, Brazil and Argentina.
Extreme locations were selected with the aim of raising awareness of climate change across a diverse set of environments.
Andretti United Extreme E has also revealed its new livery will be changed to reflect the Fluère label and the cocktails being produced for the occasion.
Roger Griffiths, Andretti United Extreme E team principal, added: “The partnership between the team and Fluère is a truly exciting one.
“The ambition to raise awareness for environmental damage and drive a purpose-led message around the team’s racing endeavours align with Fluère’s commitment to celebrating the parts of the world that we will race in. In doing so, the spotlight is being shone on these areas, and how we can all play a part in [helping to] create a better world of people.”
Fluère has unveiled its first non-alcoholic cocktail, Fluére Raspberry, designed in tribute to Lac Rose, in Senegal, where the second round of the Extreme E Championship is being held.
The high altitude and high salt content of Lac Rose results in the water’s algae turning pink, inspiring the raspberry distilled ‘spirit’.
Roiby Gonzalez, chief marketing officer at Next Frontier Brands, said: “Fluère is all about embracing the moment and enjoying incredible experiences. We wanted to create a signature non-alcoholic cocktail for the upcoming Extreme E race that intimately reflects Lac Rose and celebrates the unique race location.”
Fluère Raspberry is available for an RRP of £20 (US$28) per 700ml bottle, from Ocado, Amazon and fluéredrinks.com.