Hensol Castle Distillery launches liqueur for health-conscious consumers

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Newly-established Hensol Castle Distillery in South Wales has introduced a new drink to meet the demands of a growing number of health-conscious consumers.

TRULO, one of the distillery’s first products, is a new low calorie and sugar and lower alcohol liqueur. Coming in four flavours, Coconut Rum, Espresso, Passion Fruit and Peach Melba Schnapps, it can be drunk neat, on the rocks or mixed with soft drinks or spirits to make a cocktail.

Each liqueur has between 31 to 36 calories per 25ml serving, and an ABV (alcohol by volume) of 14.9 per cent per 50cl. This compares with other similar liqueurs on the market which can have an ABV of up to 40% and up to 90 calories in a 25 ml serving. TRULO will be priced at £9.99 per bottle and will be stocked on trade, off trade and online.

The drink is the brain-child of Andy Mallows the managing director and founding partner at Hensol Castle Distillery, who was inspired to create the product by his daughter. He said: “It all came about after I listened to my daughter complain of her guilt from consuming too many calorie-laden cocktails during a night out. It prompted me to create something that would appeal to her and her health-conscious friends.

“TRULO has been three years in the making and I never anticipated that we would be launching it during a time of national crisis. But with many increasing their alcohol consumption as they are confined to their home bar, it’s more important than ever that there is a quality low sugar, low calorie and lower alcohol alternative available with which to enjoy those virtual catch ups with friends and families.”

Recent statistics from Neilsen[1], the global marketing research firm, show that consumers in the UK rushed to prepare for their quarantined state in the four weeks leading up to lockdown by stockpiling on grocery items, including alcohol. During the week it was announced that pubs and restaurants must close in the UK, there was a surge in sales of beer, wine and spirits – up 58% over this time last year.

The no or low alcohol market is also booming as an increasing number of consumers are making more health-conscious decisions when it comes to drinking alcohol. According to a report by Heineken UK, 50 per cent of drinkers are limiting their alcohol consumption[2].

Stephen Leeke, managing director of the Vale Resort and joint founding partner of Hensol Castle Distillery, added: “TRULO stands for ‘truly low’ and we’ve created something that is precisely that – low in calories and sugar and lower in alcohol. We’ve worked with more than 50 mixologists and 1,500 consumers within the target demographic to develop an instantly-recognisable brand that takes its cues from the world of fashion and cosmetics.

“We’ve also tested the design with experts at Cardiff Metropolitan University who have used cutting-edge research technology, including new immersive eye-tracking and behavioural response analytics, to make sure that TRULO hits the spot right from launch.

“Our Passion Fruit drink has been developed to tap into the cocktail culture of the popular pornstar martini, while our Espresso liqueur is perfect for espresso martinis. We’re hoping to extend the range in the near future and additional flavours are currently being developed and taste tested.”

When it is not producing TRULO, Hensol Castle Distillery has taken up the challenge to support key front-line workers by converting its newly opened production lines into making much-needed hand sanitiser.

From a standing start, the distillery has received World Health Organisation accreditation for its Hensol Castle Hand Rub and production is now underway to make 1.2 million litres a month, by operating two shifts, seven days a week.

The team has already received orders to supply many of the front-line services including St John’s Ambulance, the Metropolitan Police, Welsh Water as well a number of local councils.

Hensol Castle Distillery has been created in the cellar of a Grade I, 400-year old castle in the grounds of the four-star Vale Resort in South Wales as part of a wider £7 million scheme to bring the castle into use. Opening to the public later this year, it will also include a gin school, visitor experience and bottling plant.