Hoxton Spirits Partners With Nimbility To Make Its Debut in APAC

Hoxton Spirits, the cross-category flavoured spirits brand that embodies the essence and spirit of East London’s cultural powerhouse Hoxton, is joining forces with Nimbility to build their markets across APAC.

Founded by nightlife entrepreneur and mixologist Gerry Calabrese, who’s undisputed reputation as one of the modern greats of the London bar and club scene, culminating in the launch of his own East End bar, The Hoxton Pony in 2008, Hoxton Spirits are here to disrupt the market and break the conventions of taste.

With a relentlessly pioneering and forward thinking attitude behind the brand, Hoxton’s aim is to establish itself within popular culture forging a clear identity beyond the spirits sector, representing not just a collection of products, but a way of life.

“Hoxton is all about lifestyle, creativity and it was created putting consumers up front”, says Manuel Arce, Nimbility’s Spirits Director, “which is why we are so excited to be building this brand across APAC, this is a brand that aims to educate younger consumers that are driven by music, art and fashion, into the world of spirits; with bold packaging design and impeccable taste, these spirits are a perfect first step into the world of hard liquor, cocktails and the Hoxton lifestyle”

Produced at one of the World’s leading Micro distillers, Gabriel Boudier, the entire Hoxton spirits range is made from naturally and ethically sourced ingredients. As spirits geeks, they use a variety of different processes which includes macerating for up to five weeks and only ever distilling in 150-year-old copper pot stills, to obtain the ultra-smooth and unique, beautiful spirits. Calling on his expertise early in his career as a top London mixologist, Gerry Calabrese meticulously approaches recipe creation for each Hoxton line like he would a cocktail. His aim is to take the drinker on a journey of flavour with unique ingredients and blends. This process gives Hoxton its own unique sense of provenance and authenticity.

Currently three spirits make up the portfolio with two more and an RTD concept soon to be released. Hoxton Coconut and Grapefruit Gin, made using the finest, ethically sourced natural ingredients, is based on a botanical mix of juniper, coconut, grapefruit, ginger, tarragon and orris, resulting in an incredibly refreshing gin. Signature serves include Hoxton Gin n Ginger, Ginacolada and Hoxton Graprefruit Tini, as well as the classic Hoxton G&T.

Hoxton Gunpowder and Rosehip Pink Gin features a botanical mix focused on juniper, gunpowder tea, rosehip, grapefruit, liquorice, chamomile, elderflower and orris. This is crafted in the style of Old Tom gin, a retro concoction popular in the 18th century, traditionally sweetened, but in this case hand-crafted hibiscus sugar is added. On the nose, there’s a lovely mixture of the floral character of roses backed by the firm tannin of tea. Off-dry, with a lovely balance between the sweetness and rose perfume on one hand, the sharpness of citrus and the grip of tannin from the gunpowder tea on the other. Signature serves include the Hoxton Pink Fizz, Hoxton Bramble and Hoxton Pink Frose.

Hoxton Banana Rum is made using fresh and dried bananas macerated with a blend of the finest hand selected rums for up to 5 weeks. Inspired by island living and created with lots of love and passion, an extensive process which involves fresh banana being macerated for five weeks with the finest hand-selected Caribbean rums. On the nose, there is a distinct molasses rum character backed up by gentle banana. While on the palate the banana comes very much to the fore, and lingers on the finish with a smooth, just off-dry tropical fruit and spirit note. Perfect in a Hoxton Rum Punch, Banana Mojito or a Frozen Banana Daiquiri.

Initial markets of focus for building Hoxton Spirits in APAC will include China, Singapore and Australia, incorporating the foundational lifestyle elements of the brand – fashion, art and music – into key activations and consumer marketing initiatives.

“ The APAC region is one of the most exciting places to launch new brands today”, says Gerry Calabrese, Founder of Hoxton Spirits, “I created Hoxton Spirits looking for a product that would embody all the creativity, idealism, and freedom that Shoreditch is for London, as well as being a platform into music, arts and fashion that are the drivers of creativity around the world. Hoxton Spirits is a range of flavourful craft spirits that are inspired by all those elements, decoded into colourful, eye-catching bottles, that we want to be enjoyed by everyone across Asia.”

For more information on Hoxton Spirits in APAC please contact info@nimbilityasia.com