Ready-to-drink cocktail brand Niche Cocktails is teaming up with pub group Adnams and whisky distiller the English Distillery to augment its beverage portfolio.
Adnams is now the exclusive partner for the Suffolk-based firm's range of gin and vodka cocktails, infusing their flavour profiles with its malted barley and botanicals.
Meanwhile the English Distillery will craft Niche's whisky and rum cocktails, including its Matcha Mojito, Blood Orange Old Fashioned and Whisky Sour.
Rob Breakwell, chief executive of Niche, told The Caterer: "As a relatively new brand, it was very important for us to provide new customers with a level of confidence, and we felt that came from the spirits and ingredients we were using."
Revealing that he's had long-term associations with both new collaborators, as well as being located near to the distillery, he believes the pair is "geographically and culturally a good fit for us".
Breakwell further underlined: "Working with these two brands adds extra assurance that the quality of our ingredients are second to none and gives consumers that extra incentive to try them for the first time."
For the on-trade market, he sees Niche's ready-to-drink cocktails as easing operators' reliance on their staff's skills, while delivering "a guaranteed margin", adding: "We're already working with a number of on-trade customers and the main response has been about how authentic they taste, especially where Niche has replaced existing cocktail lists."