Elephant Gin debuts RTD Negroni

by Alice Brooker

Africa-inspired brand Elephant Gin has launched a ready-to-drink (RTD) Negroni cocktail, with 15% of proceeds donated to an African elephant conservation.

The bottling was launched on 12 September, initially intended to coincide with Negroni Week before it was postponed following the Queen’s death on 8 September. It is now taking place this week, between 3-9 October. Tessa Gerlach, co-founder of Elephant Gin, said: “The ready-to-drink trend is here to stay. Consumers like it simple, but at the same time insist on high quality. With our new Negroni we serve these demands and can offer existing and new customers a high quality ready-to-drink cocktail experience using the best possible ingredients without any artificial additives.” The brand’s Negroni clocks in at 28% ABV, and consists of bitters, sweet vermouth and Elephant Aged Gin, boasting bitter and sweet wormwood flavours. The blend is aged for six months in oak barrels, which adds ‘depth and texture’ as well as a ‘smoky’ aroma. The brand suggests pouring the liquid over ice and garnished with orange zest. Each 700ml bottle, which retails for RRP £35.90 (US$40.71), is adorned with traditional Maasai beads, said to be handmade by three women from a Kenyan Maasai tribe. Additionally, 15% of bottle profits will go to the recently established Elephant Gin Foundation, a non-profit organisation that supports important projects to protect the African elephant.