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September 7, 2021

Fraction Drinks’ lower-alcohol spirit Quarter G/N – Product Launch

The 12%-abv gin-style drink aims to fill the gap between low-alcohol and full-strength spirits.

  • Category – Spirits, 12% abv
  • Available – Since last month
  • Location – The UK, available online from the Quarter brand store
  • Price – SRP of GBP27 (US$37) per 70cl bottle

Fraction Drinks, a new distiller of lower-alcohol spirits, has released its debut product.

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Quarter G/N is a 12%-abv ‘light spirit’ inspired by London dry gin. According to the start-up, the launch targets the “space between full-strength distilled spirits and no- and-low alcohol offerings”.

“’Zero-alcohol’ brands cannot exceed 0.5% and low-alcohol drinks must not exceed a maximum of 1.2%, whereas Quarter G/N sits at 12% abv, bringing the much-needed flavour punch and mouthfeel that is synonymous with the full-strength spirit but often lacking from the no/low space,” the company added.

Quarter G/N is created in the London dry-style via copper-pot distillation and infused with predominantly juniper, along with a variety of other botanicals and citrus from grapefruit and orange.

Fraction was founded in February by Fabian Clark and Rohan Radhakrishnan. The company said more spirits are in development and will be released under the Quarter brand “in the near future”.

“A bottle of Johnnie Walker Black Label was laid down 12 years ago. We’ve got some natural hedges” – Just Drinks speaks to Diageo CEO Ivan Menezes

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Free Whitepaper
img

Understand the impact of decreasing sugar consumption on the F&B market

Growing consumer concern regarding health and wellbeing has increased the focus on reducing sugar consumption. This has driven food and beverage manufacturers, alongside governments, to take measures to meet this challenge. In addition, the pandemic heightened the focus on self-care, including implementing healthy eating to support the immune system. Now more than ever, consumers are paying attention to the amount of sugar and calories in the products they purchase. Access GlobalData’s new whitepaper, The Sugar Reduction Challenge – Past, Present and Future Outlooks within Beverages, to better understand the recent trends in sugar demand, how manufacturers and governments have responded to the challenge, and what solutions are available to the industry. The white paper covers:
  • The key factors behind the recent trends in sugar consumption
  • What is driving consumer choices when shopping for food and beverages?
  • How companies and governments are stepping up their efforts to meet consumers’ expectations
  • The outlook for sugar demand
  • Which ingredients stand to benefit from these future developments?
Enter your details here to receive the free whitepaper.
by GlobalData
Enter your details here to receive your free Whitepaper.

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