# Crystal Clear Absinthe Spirits The Devil’s Botany London Absinthe Doesn't Cloud When Diluted By Michael Hemsworth | Published 2023-08-22 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/devils-botany-london-absinthe References: [foodbev](https://www.foodbev.com/news/devils-botany-presents-non-clouding-absinthe/) & [devilsbotany](https://devilsbotany.com)  The [Devil’s Botany](https://www.trendhunter.com/trends/wormwood-vodka) London Absinthe is a [crystal clear](https://www.trendhunter.com/trends/brunette-clear) version of the spirit that promises to avoid the louche effect to keep it looking crisp and natural when diluted in a cocktail. The spirit was formulated by the distillery using grand wormwood along with green anise and fennel seed, but allows the lemon balm, peppermint and elderflower in the formula to shine through naturally. The spirt will remain completely clear when diluted with water to set it apart from French and Swiss styles, and features a 45% ABV that's perfect for enjoying as part of a cocktail or over ice with your choice of mix. Co-Founder Rhys Everett spoke on the Devil’s Botany London Absinthe saying, "Innovation is key to unleashing absinthe’s untapped potential. In the same way that distilleries have embraced the less juniper-forward contemporary style of gin, there is room for experimentation within the world of absinthe. The liquorice-like flavour of green anise and fennel seed is slightly less dominant in this new genre of absinthe, allowing supporting flavours and aromas of other botanicals to stand out." ## Trend Insights (Trend Hunter) - Score: 2.9/10 - Popularity: 28% | Activity: 41% | Freshness: 17% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### Key Themes Behind This Trend - **Crystal Clear Absinthe:** The Devil’s Botany London Absinthe introduces a crystal clear version of the spirit, avoiding the traditional cloudy effect when diluted. - **Natural Botanical Flavors:** The formulation of the spirit highlights the natural flavors and aromas of lemon balm, peppermint, and elderflower, creating a unique taste profile. - **Exploring Absinthe Innovation:** Absinthe offers untapped potential for experimentation, similar to the contemporary style shift seen in the gin industry. ### Where This Applies - **Distilleries:** Distilleries have the opportunity to explore innovative techniques and formulations to create crystal clear versions of spirits, expanding their product offerings. - **Cocktail Bars:** Cocktail bars can incorporate Crystal Clear Absinthe to create visually appealing and unique cocktails that showcase the natural botanical flavors. - **Beverage Retail:** Beverage retail stores can capitalize on the growing interest in innovative spirits by stocking crystal clear absinthe, offering customers a distinctive choice. ## Related on Trend Hunter - [Wormwood-Made British Vodkas](https://www.trendhunter.com/trends/wormwood-vodka.md) - [Naturally Blue Absinthe Spirits](https://www.trendhunter.com/trends/absinthia-absinthe-bleue.md) - [Canned Absinthe Cocktails](https://www.trendhunter.com/trends/verte-absinthe-spirited-seltzer.md) - [Absinthe-Infused Canned Cocktails](https://www.trendhunter.com/trends/the-dark-fairy-cocktail.md) - [Sugar Plum Absinthe Liqueurs](https://www.trendhunter.com/trends/sugar-plum-fairy-liqueur.md) - [Barrel-Aged Absinthe Spirits](https://www.trendhunter.com/trends/barrel-aged-absinthe.md) - [Ready-to-Drink Clarified Cocktails](https://www.trendhunter.com/trends/invisible-cocktail.md) - [Colorless Canned Cocktails](https://www.trendhunter.com/trends/ghost-labs.md) - [Zero-Proof Botanical Spirits](https://www.trendhunter.com/trends/abstinence-spirits.md)