Asda Extra Special non-alcoholic Rhubarb & Ginger triumphed at the London Spirits Competition, beating all other entries for the title of ‘Non-Alcoholic of the Year’.
The product, part of the currently four-strong Asda Extra Special non-alcoholic spirits range, was developed by Asda in conjunction with Scottish producer Spirits of Virtue, and drinks industry expert and blender Angela Mount. The product is based on a unique mix of botanicals, including alpine juniper, angelica, orris root, Indian coriander, and Sicilian lemon, enhanced by Yorkshire-inspired rhubarb and African ginger.
Judged by a team of top bar managers and mixologists, all entries are judged on aroma, taste, and value for money. At £10, Asda’s rhubarb & ginger botanical was praised both for its quality and price. One of only two gold medals awarded, it stormed ahead of all other brands entered, gaining 92 points. Judges praised its flavours of ‘cucumber, herb and kiwi notes, balanced sweetness and bittersweet finish, featuring hints of ginger and lemon zest’.
In addition, Asda’s dark spiced cane was graced with a silver medal, and 82 points, with judges enjoying notes of ‘coffee, toffee and vanilla, delivering a silky texture with hints of mango’.
Sid Patel, CEO of London Competitions commented: "I'm thrilled to see ASDA's Non-Alcoholic Rhubarb & Ginger Flavour Botanical Drink win the Non-Alcoholic Spirit of the Year award. With the category growing, this recognition is commendable. The product impressed judges, particularly for the quality it offers at its price point, in a competition where top mixologists and bartenders review products," Sid Patel.
The products were launched in November and are available in the majority of Asda stores.
Over at Spirits of Virtue, CEO and founder Roddy Nicoll was thrilled “I am so pleased for the team at Asda; this is true validation of Spirits of Virtue’s position, that a quality offering at an affordable price is the key to success in the NoLo category, proof that you do not have to compromise on quality to hit key price points. Bravo to all my team and our partners, Asda, on this project.” Production Director Kerr Nicoll added: “A truly fantastic achievement- you can never forget what you've learned along this incredible journey, and this award is testament to our development process and innovation!"
Spirits of Virtue work closely with drinks industry expert and blender Angela Mount, who looks after product development and recipe creation for the business. “I’ve loved working with the Asda development team, together with Kerr, and Roddy, on this project; I’ve always had faith that the blends we develop across ranges are of the highest quality, but this takes things to another level. It is pure confirmation that we have got this right, and all the hard work involved in development has paid off. I could not be more thrilled; this is the ultimate accolade.’
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