Britvic brings London Essence mixers range to the Middle East

Britvic has introduced its London Essence mixers brand to a range of top restaurants and bars in the Middle East.

Speaking to the drinks business, Ian Bullock, commercial manager – Middle East & North Africa at Britvic said: “We’re thrilled that London Essence is now available across on trade accounts in Dubai. This launch signifies the start of our expansion into the Middle East and we also plan to launch into the rest of the Gulf Cooperation Council (GCC) in the coming months through our network of partners across the region.”

The launch will see London Essence’s Indian Tonic Water, Blood Orange & Elderflower Tonic Water, Soda Water, White Peach & Jasmine Crafted Soda, and Delicate Ginger Ale launching in Dubai for the first time. To mark its long-awaited arrival, the company is hosting a launch party at Dubai’s Maya Bay Restaurant on 24 October for key people in the hospitality industry, as well as influential tastemakers and London Essence brand ambassador Danilo Pozone.

Bullock explained: “We have confidence that the brand will build traction in the Middle East, as each mixer is specially crafted to complement spirits and also create delicious mocktails/no ABV drinks which is highly important in the region.

London Essence is now available in over 60 destinations in the world, including in some of the World’s Top 50 Bars and Restaurants, from London to Hong Kong, Barcelona, Sydney, Singapore, New York and now Dubai.

Bullock added: “It has recently been announced that Dubai is home to three of the World’s 50 Best Bars and as the official mixer partner this is definitely a key market for us.”

In the UAE, the mixers will be distributed by Dubai Refreshment Company.