Pistonhead launches chilli liqueur in UK

Pistonhead, the brand behind Kustom Lager, is introducing its Crude Oil liquorice liqueur in the UK.

Produced by Sweden’s largest brewery, Spendrups, Crude Oil is a 30% abv liquorice liqueur infused with chilli.

Crafted by brew master Leif Borjessen in his kitchen, Crude Oil is described as having an aniseed, strong and sweet liquorice with a chilli burn flavour.

The black liqueur is encased in a 70cl black bottle, featuring the Pistonhead Sugar Skull logo design.

Brand manager Claire Madams of Proof Drinks said: “This drink is hardcore, it entices you with its yummy liquorice taste then shoots you down with its chilli burn. It’s like the Azealia Banks of the drink world – seems sweet but got some serious attitude.”

Proof Drinks is launching the liqueur across several UK live music venues, including the King Tut’s Wah Wah Hut in Glasgow, Tunbridge Wells Forum in Kent, Purple Turtle in Camden, VICE’s ‘Old Blue Last’, ‘Birthdays’ and The Asylum, Birmingham. To coincide with the launch, Proof Drinks will conduct a marketing campaign supporting tour bands and club nights with a strong social networking presence.

Pistonhead Crude Oil is first launched in Sweden in 2010. Its sister brand Pistonhead Kustom Lager launched in the UK in 2012.