ELLC founder on making top-quality liquid affordable

While other spirits brands leverage their craft credentials so they can charge more money for their products, East London Liquor Company has deliberately gone the other way, making sure its drinks combine quality with affordability. “We had a plan, everyone has the plan, but life gets in the way quite often,” says Alex Wolpert. If 2020 has taught us anything, it’s the importance of agility and adaptability – and the East London Liquor Company (ELLC)…

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Can alternative agave spirits go mainstream?

Tequila and mezcal are some of the hottest spirits around right now. But SB finds out if the likes of sotol, raicilla, bacanora and avila could follow in their wake and become equally appealing to drinkers. *This feature was originally published in the July 2020 issue of The Spirits Business. It has taken a lot of work to change people’s perception of Tequila from its shot‐slamming, party persona. Brands have done a stellar job of…

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ELLC unveils RTD range

East London Liquor Company (ELLC) has unveiled the first of three “big new launches” this year – a collection of ready-to-drink (RTD) cocktails that also showcase the brand’s new look. The collection comprises four expressions: Grapefruit Gin and Tonic (5% ABV); Rum and Ginger (4.6% ABV); Vodka and Rhubarb (4.6% ABV); and a low-alcohol (0.5% ABV) variant of the Grapefruit Gin and Tonic. The RTD range was created by ELLC’s James Law, who looks after…

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