Fluère launches cocktail for Extreme E race
Zero-ABV brand Fluère has debuted its signature cocktail inspired by the Arctic leg of the Andretti United Extreme E races.
After wellness company Next Frontier Brands purchased Fluère Drinks earlier this year, the non-alcoholic ‘spirits’ producer signed a sponsorship deal with the Andretti United Extreme E racing team.
Fluère is releasing its new cocktail, named Fluère Ice Flow, in celebration of the partnership. The drink combines Fluére Original, light tonic water and raw apple cider vinegar.
The debut serve will be promoted on the Andretti United Extreme E vehicle, which will feature a bespoke livery design for this weekend’s Arctic X Prix race in Greenland.
Roiby Gonzalez, chief marketing officer at Next Frontier Brands, said: “We are thrilled to unveil the next edition of ‘the perfect mix’ with our trusted partners Andretti United Extreme E.
“The upcoming Arctic X Prix will highlight the issues of climate change more than any other race up to this point in the Extreme E Championship.
“For this reason Fluère has created a drink that celebrates the beauty of the race location, and at the same time, the threats these environments are under.”
The new signature cocktail and livery were both inspired by the race location of Kangerlussuaq in Greenland.
The partnership is hoping to highlight the ‘drastic’ climate change and glacial melting taking place in the country with the cocktail’s name, and to encourage positive action.
Earlier this year, the team launched a range of non-alcoholic cocktails, each reflecting a location of Andretti United Extreme E’s racing series.