Waitrose launches new range of spirit-specific mixers

Waitrose has launched a new range of spirit-specific mixers which claim to “enhance” rather than “mask” the spirit they accompany. 

The Sekforde range comprises four low-sugar sparkling drinks, each designed to pair with a specific spirit, including: a blend of Sicilian orange, rosemary and Gentian bitters to mix with whisky & bourbon, a blend of lime, mint, rose and cacao for light & spiced rum, a quinine free tonic alternative containing raspberry, rose and sage for gin and vodka, and for tequila & mezcal – a sparkling blend of prickly pear, fig and cardamom

Founder Talula White said the ‘”unique” drinks plugged a gap in the market and honoured the tradition and craft of making spirits by “enhancing”, rather than masking, the true flavours of the liquid.

“Our dedicated Sekforde mixers are crafted with the aim of enhancing, not overpowering the beautiful flavour profiles of the spirits we love,” she said.

Pierpaolo Petrassi MW, head of drinks buying at Waitrose & Partners described the range as “interesting and innovative”.

“As our customers become more discerning with their spirits, it only seems right to offer premium mixers which enhance the specific flavours. Served over ice, they are also a sophisticated soft drink alternative for those looking for a non-alcoholic option with great flavour,” he said.

Sekford mixers are available in store and at Waitrose.com for £1.95 for 500ml

Leave a Reply

Your email address will not be published. Required fields are marked *

Please note that comments are subject to our posting guidelines in accordance with the Defamation Act 2013. Posts containing swear words, discrimination, offensive language and libellous or defamatory comments will not be approved.

We encourage debate in the comments section and always welcome feedback, but if you spot something you don't think is right, we ask that you leave an accurate email address so we can get back to you if we need to.

Subscribe to our newsletters

Supply Chain Assistant

Speciality Drinks
London NW10 7SF, UK

Supply Chain Co-ordinator

Speciality Drinks
London NW10 7SF, UK

On-Trade Regional Sales Manager

Anthony Byrne Fine Wines
West Midlands & Northants

Regional Sales Manager

Anthony Byrne Fine Wines
Midlands and Northamptonshire

Logistics Team Leader

Speciality Drinks
London, UK

Assistant Operations Manager

Speciality Drinks
London, UK

Technical Manager

North South Wines
West Drayton, UK

Marketing Manager - International Markets

MMI Dubai
Dubai - United Arab Emirates

Sales Operations Manager (On Trade)

Berkmann Wine Cellars
London, UK

Key Account Manager

MMI Maldives

Exclusive Masterclass: Chablis on Tour

London,United Kingdom
29th Apr 2019

Vinexpo Bordeaux

13th May 2019

London Wine Fair 2019

London,United Kingdom
20th May 2019
Click to view more

The Global Riesling Masters 2018

View Results

Rioja Masters 2018

View Results

Click to view more