Peddlers prepares for ‘Salted Plum summer’
Shanghai-based Peddlers Gin has launched a summer campaign in China, highlighting serves made with its Salted Plum expression.
Titled ‘Salted Plum Summer’, the campaign invites venues across the country to serve Salted Plum Spritzes and Peddlers Plum Highballs to help beat the heat.
As part of the initiative, the Shanghai-based brand is partnering with local lifestyle festivals such as Feast and Crush.
In addition, Peddlers will host a series of bar takeovers and retail roll-outs across China. Other treats will include limited edition ice-cream flavours and a new, smaller 200ml bottle of the plum-flavoured gin.
The brand’s Salted Plum Gin is bottled at 25% ABV and is said to offer a lighter alternative to traditional spirits.
The spirit is inspired by the botanical profile of Suan Mei Tang, a salted plum juice from Northern China. It is crafted by macerating ingredients such as salted plum, osmanthus, and chenpi (dried mandarin peel) in the spirit for three months. After the initial infusion, it is aged in Sherry barrels for an additional three months.
Created for simple, refreshing serves such as a Highball with soda or citrus, the gin is described as perfect for Shanghai’s summer climate.
“We’re seeing people drink differently in Shanghai,” said Rio Liu, chief commercial officer of Peddlers Gin. “Less about strong cocktails, more refreshing, easy, and repeatable. Salted Plum fits how people want to drink in the summer.”
Earlier this year, Peddlers teamed up with Starbucks Reserve Bar Mixato for a nationwide cocktail collaboration in China.
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