In 2011, James Waugh, local bartender of Wellington’s iconic Matterhorn, believed premium spirits deserved premium mixers.
Q: What is the brand story?
A: The pursuit of perfection began by hand-sourcing ingredients from around the world. From working with seven equally unique varieties of high-altitude, Peruvian cinchona to discovering the finest fair-trade ginger from India, keeping it real with organic lemons and limes to creating a unique bitters with organic cinnamon, clove, cardamom and burnt organic peel. Over hundreds of after-hours and secret recipes, Waugh developed the knack for producing true ‘craft’ mixers, from a clandestine bar in his Brooklyn basement. Bootleggers is a true celebration of produce, provenance and people - above the rest in quality, taste and usability with the best in premium spirits. Once the recipes were perfected he began smuggling the creations into local bars and parties, the “real” research and development.
Q: What is the current product range and variants and what makes these products stand out in the market?
A: The Gin Drinker’s Collection by Bootleggers is the ultimate collection of tonic waters, is carefully crafted to enhance even the most sophisticated gins. Bootleggers encourages all gin drinkers to step outside the norm of traditional tonics and let the chosen gin be mixed with the chosen tonic water.
Q: What is innovative or unique about the product?
A: Bootleggers has a unique range of premium and bespoke tonic waters specially formulated to accompany premium gins.
Q: Who is theconsumer and what benefit does the product bring them?
A: 25–45-year-old, gin drinkers, discerning consumers looking for experience, enjoyment and a product that represents them as an individual. Bootleggers’ products give consumers the ability to mix and mingle, to try and experiment to push the boundaries of traditional consumerism and share this experience.
Q: What consumer trend does the product support?
A: Gin, gin and more gin, the global increasing demand for gin. The hundreds of craft distilleries around the world setting up shop to make gin. For hundreds of years gin and tonic has been consumed the world over and now with all the new gins consumers and bartenders alike are looking for new and interesting tonic to mix with.
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