Azaline Vermouth, a new entry into the vermouth category has just appointed Clementine Com as its new PR agency. The luxury lifestyle agency will be amplifying Azaline’s mission to revolutionise the vermouth category and introduce a younger generation of drinkers to the liquid.
Clementine Com will launch a dual consumer and trade media campaign to raise the profile of the brand and establish Azaline Vermouth as the authority in the vermouth market.
Azaline is a premium red vermouth made from pinot noir grapes and enriched with herbs and spices leading along the ancient Silk Road. The intensely aromatic liquid is the perfect way to upgrade classic red vermouth cocktails such as the Negroni and Manhattan with a hint of exotic spice.
Founded by drinks entrepreneur Steve Drawbell, the intention behind Azaline was to create the experience of a journey along the ancient Silk Road to discover an exotic world filled with exquisite beauty. Steve adds: “We are seeing an increasing popularity of red vermouth cocktails like the Negroni and believe that the on-going trend towards lower alcohol drinks will create a significant opportunity for vermouths to reclaim their role as the original aperitif.”
The packaging, created by renowned designers Stranger & Stranger, is a visual manifestation of this mythical world, waiting to be discovered…
The Botanicals: Firstly, blackcurrants sourced from Burgundy add a richness to the liquid, whilst tarragon, and gentian from the Alps, add that all-important bitterness. Juniper, the foundational flavour in gin, adds a sharp, pine-like taste that pierces through the other flavours. One of the oldest herbs on record, coriander, gives an exotic incense, whilst Persian saffron has the ability to enhance the other flavours. Worth more in weight than gold, it is hugely aromatic and the true treasure of the ancient Silk Road. The addition of cardamon, traded throughout the world since antiquity, combines herbal and spiced flavours; finally, orange peel brings deep, mellow citrus notes.
The Ancient Silk Road: The origins of the ancient Silk Road, a vast network of trade routes linking legendary cities like Samarkand & Isfahan, are lost in time. It offered great riches but also contained great dangers – hostile deserts, treacherous mountains, and thieves in every shadow. Silk Road icons emerged, some offering protection, others promising wealth. One of the most popular was Azaline, the Saffron Princess, from whom Azaline Vermouth gained its name, and who is visible on the Azaline bottle.
Azaline Vermouth joins Clementine Com’s portfolio of luxury lifestyle brands and is a fantastic addition to the luxury lifestyle pr agency’s expanding drinks pr division, joining the likes of Don Papa Rum, St-Rémy Brandy, Cramele Recas, Château de Pommard and many more.
Azaline Vermouth is available from Gerry’s and Master of Malt, RRP £24.95
