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