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Heaven Hill to relaunch Dubonnet Rouge Aperitif brand

Published 29 June 2018

Heaven Hill Brands is relaunching the Dubonnet Rouge aperitif in the US market with a new recipe.

Gracing the shelves July 2018, the historic Dubonnet is returning to a vintage package with an updated recipe.

Heaven Hill Brands national brand educator Lynn House said: “As a family-owned and operated company with a legacy of nurturing legitimate brands with authentic history, we are excited to return to tradition with Dubonnet.

“The new Dubonnet formula offers a complex, well-balanced cocktail companion backed by the highest standards of quality for more than 170 years.”

Dubonnet is grounded in traditional flavor basics as the new formula incorporates a key ingredient used since 1846, Cinchona Bark, which was originally discovered as a cure to common illnesses in the 1600’s.

Combined with a base of wine incorporating Muscat of Alexandria, herbs and spices including black currant and tea varietals, and 100 percent cane sugar, the taste will delight history buffs and cocktail proficianados alike.

Inspired by a 1940’s bottle, the updated packaging features the iconic cat of Sir Dubonnet’s beloved wife that now lives in infamy on various versions of the bottle throughout history.

Sir Joseph Dubonnet, a Paris pharmacist and wine merchant, developed a fortified-wine aperitif that contained the Cinchona medicine as a more flavorful option. As most classic spirits originate, the fortified wine soon became a favored cocktail component.

Dubonnet Rouge will be available in the 750ml and 1L sizes bottled at 38 proof or 19% alcohol by volume at a suggested retail price of $17.99. The launch will be supported by Lynn House, along with an updated website launching at www.doyoudubonnet.com, trade advertising, Instagram, and join the 2019 Bartender of the Year program as a featured brand.

With more “depth than its predecessor,” according to The New York Times, the new formula is well-suited to sip or stir. As an aperitif, Dubonnet can be enjoyed on its own or in classic, contemporary or creative cocktails. The profile is medium-bodied with dark fruit tanins and a balanced sweetness, creating a versatile flavor that is at once complex and refreshingly light. Below are several recommended cocktails that highlight the new Dubonnet.

The Dandy

1.25 oz. Dubonnet
1.5 oz. Elijah Craig Bourbon
.25 oz. Orange Liqueur
2 Dashes Angostura Bitters
2 Dashes Regans Orange Bitters

Combine all ingredients in a mixing glass with ice and stir until well-chilled. Serve up in a Nick & Nora glass. Garnish with an orange swath.

The French Connection

2 oz. Dubonnet
1 oz. White Grapefruit Juice
3 oz. Tonic Water

Pour over ice in a wine glass or in a Collins glass. Gently stir. Garnish with grapefruit slices.

The Dubonnet

1.5 oz. Dubonnet
1.5 oz. London Dry Gin

Serve up in a Nick & Nora glass. Garnish with an orange swath.

Source: Company Press Release