Australia’s first locally-produced cocktail bitters brand has announced the official launch of its Aromatic and Orange Bitters in London, bringing two of its award-winning flavours to the on and off-trade this month.
Following successful launches in the USA including workshops at Tales of the Cocktail in New Orleans last week, hosted by bar entrepreneur and founder of the London Cocktail Club bar group JJ Goodman, as well as other global markets, the UK launch marks their strategic entry into a leading beverage market.
“Our UK launch represents an exciting new chapter for our Aussie Bitters,” said Sahil Beri, CEO, chairman and creator of Australian 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.”
Lightbox Brands, a UK-based distributor specialising in premium spirits and liqueurs has been appointed as the distributor for the cocktail bitters.
“We are delighted to welcome Australian Bitters into the Lightbox family,” comments Patrick O’Reilly, founder, Lightbox Brands. “We have followed the brand’s success in Australia and look forward to unleashing it’s potential here in the UK.”
First created in 2013, Australian Bitters has quickly become a key component in Australia’s national drink, lemon lime and bitters (LLB), and has since gained global attention for its high-quality, natural blend, developed by Sahil Beri and his team. Drawing from his pharmaceutical background, Sahil became master blender as well as chairman and CEO of Innovation Beverage Group.
In addition to LLB, Australian Bitters is a trusted component in classic cocktails such as the Old Fashioned, Amaretto Sour, Manhattan, Dry Martini and Sazerac, making it a versatile bitters alternative, behind the bar and at home.
