Hendrick’s, which is known for its gin with rose and cucumber, launched an absinthe spirit that features its signature ingredients. The "modern" absinthe uses traditional botanical ingredients like star anise nd wormwood but also plays with juniper, yarrow and orange. By enhancing the absinthe spirit with some of its most-used ingredients, master distiller Lesley Gracie describes, "the rose adds a floral element and the cucumber a fresh dimension, which you don’t necessarily expect from an absinthe.”
The new absinthe from Hendrick’s comes in at 48% ABV, which is lower than other absinthe spirits on the market and gives drinkers more of a chance to appreciate its unique botanical ingredients. Notably, the liquid is also clear, which sets itself apart from other versions that are naturally green in color.
Image Credit: Hendrick’s
What's Driving This Trend
- Modern Absinthe Spirits
- The use of traditional botanicals with unexpected ingredients creates disruptive innovations for the absinthe market.
- Low-abv Spirits
- Creating spirits that can be enjoyed easily and appreciate flavors are disruptive innovations in the alcoholic beverage industry.
- Clear Absinthe Spirits
- Clear absinthe spirits create an opportunity for new flavor profile amid traditional green-colored absinthe options.
Who This Affects Most
- Alcoholic Beverage Industry
- The alcoholic beverage industry is embracing innovation by mixing traditional and unusual ingredients to create new products.
- Craft Distillery Industry
- Craft distilleries that embrace unusual botanicals and lower alcohol contents can disrupt traditional players.
- Luxury Spirits Industry
- New innovative absinthe spirits can create luxury experiences for discerning drinkers.
