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MAD CITY, A NEW RUM IN A CLASS OF ITS OWN - FOXHOLE SPIRITS ANNOUNCE CATEGORY-DEFYING WHITE BOTANICAL RUM

Foxhole Spirits – producers of luxurious spirits distilled with sustainable resources ­– is set to launch on July 23 ‘Mad City Botanical Rum’, a premium white rum in a category all of its own, featuring an eye-catching label designed by Bristol-based urban artist, Sled-One.  (Pre-orders for the limited edition first batch from today at www.foxholespirits.com).[1]

Elevated by a unique botanical recipe, Mad City takes white rum to new and extraordinary heights with more depth, more flavour, and more complexity than ever before. 

Naturally attracted to sugar cane molasses, a by-product of refining sugar, Foxhole Spirits, which specialises in reimagining surplus materials, has carefully sourced 100% Fairtrade certified rum from four of the best rum producing countries in the world; Jamaica, Guyana, Dominican Republic and Barbados[2] to create a unique base blend with great balance and flavour, typical of the highest quality white rums. 

Always looking to push creativity in the drinks industry, Foxhole Spirits has gone a step further, enhancing and invigorating the natural rum characteristics present in the blend with a recipe of 25 botanicals, sustainably sourced where possible, to create a vibrant and complex white rum. 

Mad City is an evolution from the brand’s expertise in making Gin; the multi-award winning Foxhole Gin and HYKE Gin[3] and is its third major release since being established by James Oag-Cooper and Sam Linter in 2016. 

James Oag-Cooper, co-founder and MD of Foxhole Spirits comments:  “Our goal has always been to prove that using sustainably sourced, surplus materials can create spirits better than those that use grown for, single purpose materials. With Mad City we’ve been able to apply our skill working with botanicals to rum and demonstrate expertise in a different category.  We believe that the style of Mad City, with no sugar added post distillation, puts it in a category all of its own. The result is fine and balanced, absolutely delicious, and thoroughly satisfying to drink. This isn’t a flavoured rum, or a spiced rum. It’s Mad City”.

Tasting notes

Soft mocha with citrus and tropical fruits on the palate, with hints of vanilla, warm spices and pecan nuts. 

Design inspiration 

Foxhole Spirits commissioned Bristol-based urban artist Sled-One to design an original work for the Mad City label. 

Natural, powerful and surreal, it’s inspired by the pulsating energy of the city’s Stokes Croft and St Paul’s areas. The resulting design features Sled-One’s surreal style with bold lines, vibrant colours and myriad details. It encapsulates the complexity, vibrancy and intrigue, not just of Bristol, but of all the other Mad Cities across the globe, and complements the art deco influence seen throughout the rest of the Foxhole Spirits portfolio.

Two versions of Sled-One’s representations of Mad City, including one hundred and fifty, limited edition, hand-pulled screen prints, signed and numbered by the artist will be available to buy from www.foxholespirits.com

The launch will also be supported with a strong digital marketing campaign focused on showing people how to enjoy Mad City to its full potential; with three signature cocktails highlighting the rum’s unique characteristics. These cocktails will also be featured on a bottle neck tag for inspiration and education at point of sale. 

Mad City signature cocktails 

Foxhole Spirits has created three delicious signature cocktails, including a Hard Seltzer, which are easy to recreate at home or in-bar: 

  • Mad City Hard Seltzer: Mad City Rum •  Coconut Water • Sparkling Mineral Water • Orange Zest.  Mad City’s botanicals combined with sweet citrus zest create the perfect at-home and in-bar low sugar cocktail.
  • Mad City Daquiri: Mad City Rum • Lime Juice • Acacia Honey • Basil Leaf • Orange Twist. A mad twist on a classic, the ultimate citrus elevation of Mad City’s flavour profile balanced with a herbaceous twist.
  • Mad City Solstice: Mad City Rum • Rosso Vermouth • Ginger Ale. An easy-to-make yet complex take on one of the most popular cocktails in the world - the Dark & Stormy.

Notes to editors: 

1. Mad City Botanical Rum available to pre-order from today (July 16) www.foxholespirits.com priced at £29, 70cl (40% ABV) ahead of launch on July 23.

2. Origins and production method of the four rum blends used in Mad City: Jamaica - Pot Still. Location: St. Catherine, Tewlawny & Lionel Town; Guyana - Column Still. Location: Great Diamond; Dominican Republic - Column Still. Location: Municipio Consuelo; Barbados - Column Still. Location: Brighton Beach, Bridgetown

3. Multiple Silver & Silver Outstanding awards at the International Wine & Spirit Competition for Foxhole Gin and a Gold Medal for HYKE Gin in 2019. 

Tasting notes:  Soft mocha with citrus and tropical fruits on the palate, with hints of vanilla, warm spices and pecan nuts

Full list of botanicals: Coffee, Coconut, Papaya, Cherry, Lime Peel, Sweet Orange, Bitter Orange, Rosemary, Coriander Seed, Allspice, Cassia Bark, Green Cardamom, Black Cardamom, Cloves, Nutmeg, Vanilla Pods, Cacao Nibs, Ginger Root, Tonka Bean, Molasses, Liquorice Root, Lapsang Souchong, Cubeb, Hibiscus Tea, Vetiver Root.

Mad City Signature Cocktail Recipes:

Mad City Hard Seltzer • 50ml Rum • 50ml Coconut Water • 100ml Sparkling Mineral Water • Orange Zest 

Add two large pieces of orange zest to glass and muddle, squeeze and press to extract the citrus flavour and oils. Fill the glass with ice. Add 50ml of Mad City and 50ml of Coconut Water. Top with 100ml Sparkling Mineral Water. Garnish with a sprig of rosemary. 

Mad City Daiquiri • 50ml Rum • 20ml Lime Juice • 15ml Acacia Honey • Basil leaf • Orange Twist 

Add ice to cocktail shaker. Add 15ml of Acacia Honey and 15ml of warm water to measure and stir. Add the honey syrup, 50ml of Mad City and 20ml of  lime juice to the shaker. Shake until chilled. Serve over ice. Garnish with a basil leaf and orange twist.

Mad City Solstice • 40ml Rum • 10ml Rosso Vermouth • Top with Ginger Ale 

Add 10ml of Rosso Vermouth to glass. Fill glass with ice. Pour 40ml Mad City Rum over the ice. Top with Ginger Ale. Garnish with lime wheel/wedge.

About Foxhole Spirits

Co-founded by James Oag-Cooper and Sam Linter, Foxhole Spirits specialises in the creation and production of high quality, premium spirits with a focus on using otherwise unused resources; promoting sustainability and creativity within the drinks industry. With knowledge and expertise, it creates hand crafted products that are beautifully unique, of the highest quality, honest to their origins and most importantly, exceptionally delicious. 

Press enquiries: Donna Amato, Marketing & Communications, Foxhole Spirits,

Photography available to download at www.foxholespirits/press-media

  • Mad City be available to the on-trade in a 70cl bottle. 

Sales enquiries: Simon Bradbury, Foxhole Spirits 

 

Footnotes

[1] Mad City will be priced at £29 and will be available to pre-order from July 16 ahead of the launch on July 23.

[2] Origins and production method of the four rum blends used in Mad City: Jamaica - Pot Still. Location: St. Catherine, Tewlawny & Lionel Town; Guyana - Column Still. Location: Great Diamond; Dominican Republic - Column Still. Location: Municipio Consuelo; Barbados - Column Still. Location: Brighton Beach, Bridgetown

[3] Multiple Silver & Silver Outstanding awards at the International Wine & Spirit Competition for Foxhole Gin and a Gold Medal for HYKE Gin in 2019. 


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