Devil’s Botany launches summer campaign

UK-based Devil’s Botany Distillery has created a campaign called Queen of the Meadow, spotlighting its absinthe as a summer serve.

The East London-based distillery is teaming up with local creatives to explore ways of ‘connecting with nature’ in an urban landscape, with events being hosted across the city this summer.

Co-founder Allison Crawbuck said: “Absinthe’s key botanicals — grand wormwood, green anise, and fennel seed — have been used in herbal elixirs since ancient days.

“Wormwood has long been praised for its ability to excite the appetite. Both anise and fennel were used as ancient aphrodisiacs and thirst-quenchers. Distilled with a bouquet of locally found botanicals, Devil’s Botany London Absinthe makes for the perfect apéritif.”

Queen of the Meadow will run from June to August, with events such as a wild botanical foraging walk through a Victorian cemetery; a summer solstice flower crown and cocktail-making workshop; and talks on garden herb growing.

The campaign will also see London Absinthe Hour activations hosted across the city’s bars, gardens and rooftops. Six signature serves will be available to try, including London Absinthe and Elderflower Tonic, Wildflower Spritz, Rhubarb Fizz, and Bramble Smash.

“The collection of signature serves showcases London Absinthe as a versatile botanical spirit,” explained Rhys Everett, co-founder of the distillery.

“Devil’s Botany London Absinthe is distilled with local botanicals such as fennel, lemon balm, mint, elderflower and meadowsweet which fill the city’s gardens and wild spaces with vibrant colours and aromas at this time of year.”

The campaign name is a reference to meadowsweet, one of the local botanicals used to distil Devil’s Botany London Absinthe.

Crawbuck added: “This summer, Devil’s Botany is going back to its roots and celebrating the splendour of London’s local flora.”

The brand is also inviting consumers to create their own ‘mini meadow’, with a mix of wildflower seeds paired with every bottle of Devil’s Botany London Absinthe purchased through www.devilsbotany.com, from June to August 2022.

Last year, the distillery expanded its portfolio with Absinthe Regalis, a bottling inspired by an 18th-century recipe.