Australian Bitters land in UK
Cocktail bitters maker Australian Bitters Company has partnered with distributor Lightbox Brands to launch in the UK on- and off-trade.
Following a launch in the US earlier this month, Australian Bitters Company will make its UK debut in London with two expressions: aromatic and orange.
Sahil Beri, CEO, chairman, and creator of Australian Bitters, said: “Our UK launch represents an exciting new chapter for our Aussie Bitters. We’re proud to introduce our bitters from the Oz-er side, bringing an exciting new brand full of flavour and natural ingredients to the bitters market.”
Introduced in 2013, Australian Bitters was ‘the first’ locally produced Australian cocktail bitters brand, created by Beri and his team, utilising his pharmaceutical background.
Since its launch, the company’s bitters have become a key component in Australia’s national drink, the Lemon Lime and Bitters cocktail. In addition, the bitters can be used to make classic serves such as the Old Fashioned, Amaretto Sour, Manhattan, Dry Martini, and Sazerac.
Patrick O’Reilly, founder of Lightbox Brands, stated: “We are delighted to welcome Australian Bitters into the Lightbox family. We have followed the brand’s success in Australia and look forward to unleashing its potential here in the UK.”
Australian Bitters Company is part of Sydney-based The Innovative Beverage Group, led by Beri.
The brand is now available in the UK through Amazon, retailing for £14.50 (US$19) for a 250ml bottle at 45% ABV.
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