Huel founder ushers in ‘new era for sambuca’
Julian Hearn, founder of nutrition brand Huel, has embarked on his first venture into the spirits sector with the launch of the UK’s ‘first luxury sambuca’, called Cimbroni.
Cimbroni is said to be the first luxury sambuca of its kind to hit the UK market, offering an ‘elegant, refined take’ on the classic Italian spirit.
The luxury brand is aiming to transform sambuca’s ‘unfairly garnered shot reputation’ to rival the likes of gin and Tequila, by delivering an ‘elevated interpretation’ of the spirit, one that seeks to celebrate heritage with contemporary sophistication.
Hearn has embarked on the venture with fellow co-founder Kennet Newall-Hearn, a former professional rugby player and luxury spirits aficionado.
Hearn said: “At its core, sambuca embodies ritual, clarity of flavour and celebration. Cimbroni refines these elements, bringing a level of craftsmanship and luxury that the category has never seen before.
“Sambuca has unfairly garnered somewhat of a cheapened reputation as a ‘shot’ drink in the UK market. We’re here to transform that, giving it back the elegance it was originally created with in Italy, centuries ago.”
Launching with two distinct 700ml offerings, Cimbroni 33 Classic and Cimbroni 33 Coffee have each been crafted using organic agave, orris root, Damascus rose, myrrh, petitgrain and elderberry, and aged for 33 days in oak to enhance depth and structure.
Cimbroni Classic, bottled at 40% ABV, is crafted by master distillers and is said to offer ‘remarkable depth and balance’, with notes of velvety anise meeting dry oak and a subtle wisp of ritual smoke.
The Coffee expression, which is bottled at 38% ABV, is described as a darker and more immersive expression. Notes of roasted coffee and burnt caramel meet ‘sacred’ spice and the slow heat of oak.
The result is a spirit that is notably deeper, drier and more refined, setting a new benchmark for the sambuca category.
Positioned as a luxury spirit, Cimbroni is designed to be sipped and savoured, and invites both spirit connoisseurs and modern drinkers to experience sambuca in an entirely new light.
Both expressions are recommended to be served over four solid ice cubes.
Cimbroni is available to purchase from the brand’s own dedicated website, with each bottle priced at £45 (US$60).
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