Could absinthe be the new aperitif?

Devil’s Botany Distillery is repositioning its London Absinthe as an aperitif by showcasing its British meadow botanicals in a new campaign.

The East London-based distillery’s summer campaign, entitled Queen of the Meadow, which will run from June until August will kick off with a programme of events, including a wild botanical foraging walk through a Victorian cemetery, a summer solstice floral crown and cocktail making workshop as well as talks on herb garden growing and masterclasses on magical botany.

The activities, which will collaborate with local creatives and experts to explore different ways of connecting with nature are set to remind consumers of British meadow flavours and encourage the public to toast to the power of nature with Devil’s Botany London Absinthe.

Devil’s Botany Distillery co-founder Allison Crawbuck said: “Absinthe’s key botanicals — grand wormwood, green anise, and fennel seed — have been used in herbal elixirs since ancient days. Wormwood has long been praised for its ability to excite the appetite. Both anise and fennel were used as ancient aphrodisiacs and thirst-quenchers. Distilled with a bouquet of locally found botanicals, Devil’s Botany London Absinthe makes for the perfect aperitif.”

The campaign, which will also include a series of London Absinthe Hour activations across the city’s bars, gardens and rooftops, will introduce a collection of six signature serves, including London Absinthe & Elderflower Tonic, a Wildflower Spritz, Rhubarb Fizz and Bramble Smash to illustrate absinthe’s versatility and mixability making it an ideal aperitif.

Devil’s Botany Distillery co-founder Rhys Everett explained: “The collection of signature serves showcases London Absinthe as a versatile botanical spirit. Devil’s Botany London Absinthe is distilled with local botanicals such as fennel, lemon balm, mint, elderflower and meadowsweet which fill the city’s gardens and wild spaces with vibrant colours and aromas at this time of year.”

Crawbuck added: “The apothecaries of Old London were masters at conjuring the extraordinary from the ordinary through the magic of nature. Recipes for their herbal elixirs called upon the flavours and aromas of botanicals that have enriched this city for centuries. This summer, Devil’s Botany is going back to its roots and celebrating the splendour of London’s local flora.“

In addition, Devil’s Botany will also invite the public to plant their own mini meadow. Consumers will receive a mix of British native wildflower seeds with every bottle of Devil’s Botany London Absinthe ordered from its website from June until August. The distiller reminded that by planting the seeds in even the smallest of window boxes, nectar-rich wildflowers can provide a feeding ground for pollinators and help support a biodiverse habitat for wildlife.

The Queen of the Meadow collection of Devil’s Botany London Absinthe serves will be available at The Last Tuesday Society’s Absinthe Parlour for the duration of the campaign to give people the chance to try absinthe as an aperitif and reconsider it for themselves.