‘Lighter spirits’ brand Quarter launchesBy Kate Malczewski
New UK-based brand Quarter has debuted a low-ABV gin alternative, the first in its range of ‘lighter spirits’.
Quarter was founded by hospitality veterans Fabian Clark and Rohan Radhakrishnan, with the aim of providing options that sit between full-strength spirits and non-alcoholic alternatives.
“With Quarter, we want people to still feel the buzz, the warmth of the alcohol and to experience it more like a full-strength drink, rather than a heavily diluted version,” Radhakrishnan told The Spirits Business.
“We wanted to provide a new way to moderate spirits, instead of abstaining from alcohol altogether.”
The brand plans to unveil an array of lower-alcohol ‘spirits’ in the coming months, and has kicked off its range with the launch of Quarter G/N, a 12% ABV bottling inspired by London Dry gin.
The gin alternative was created in collaboration with former Diageo head distiller Anthony Wilson. The team trialled more than 50 distillates before settling on the final recipe, which is produced through copper pot distillation, using botanicals including grapefruit, orange and, of course, juniper.
“Our Quarter G/N is made using the exact same process as you would a full-strength spirit,” Clark noted.
The brand suggests serving G/N with tonic, or trying it in a lower-strength Martini.
Quarter G/N is now available to purchase on www.quarterproof.com for an RRP of £27 (US$37.36).
Earlier this year, we explored how low-and-no brands are reshaping the spirits industry.