GLOBUS Nordic Summer 2014

”The inspiration creating Rhuby
comes from a childhood in Sweden.
At my grandparent’s house,
squinting into the early spring sun
while punching a juicy rhubarb stalk
into a cup of sugar, biting off its’
frayed end.”
Ylva Binder - Founder
RHUBY
The all natural Swedish Rhubarb Liqueur
For women by women
Rhuby - Background
• 1971 Sweden, during ‘moon-shine' and illegal
production of alcohol (due to prohibitive alcohol
taxation) the founder of Rhuby was born,
• She is the youngest of three brothers and sisters
• Born and educated in Åker Styckebruk
• The founder started creating her own drink concoctions
far earlier than she could legally consume them.
• Along with her father who had an avid interest in herbs and
spices for the traditional snaps, she had a tendency
towards fruitier versions.
• Together they blended, nosed and laughed at their
creations, frequently matured in her mother's cooking pots.
Rhuby - Background
• The interest in drinks continued. A 25 year long international
career working on (amongst others) the brands displayed below,
she has now returned to her roots in Åkers Styckebruk to
develop Rhuby, a Rhubarb Liqueur from Södermanland.
• Her grandfather started as entrepreneur in the same village 70
years earlier.
•
She is now chairman (woman) of the local community group driving the community
forward
• Åker is placed in the county Södermanland – running the yearly
rhubarb festival each year
•
Rhuby won rhubarb product of the year 2013
• Her master blender Solveig Sommarström used to head up the
lab at V&S (Absolut) and has more than 35 years in distilling.
Rhuby – The Product
• Rhuby is a singular Rhubarb Liqueur offering where
the true delights of Rhubarb comes through clean on the
palette at 20% ABV (40 proof)
•
no tricks involved and certainly no artificial colorants, preservatives or
flavours.
• The Rhubarbs in Rhuby are grown by the family in Södermanland,
the heart of Swedish Rhubarb harvest.
• Each production is batch produced to ensure the quality of
every bottle filled.
• The juiced petioles have the addition of sugar and Bourbon Bean
vanilla.
Rhuby – The Product
• RHUBY is made from the highest quality Swedish wheat Vodka
from Åker Styckebruk, Södermanland, Hometown of the
founder
• The Distillery dates back to 1580 and is the only certified
organic distillery in Sweden.
• The vodka in Rhuby is mixed with water from a natural spring nearby, in the
most stunning Swedish nature reserve.
Taste notes
• The distinct tartness of rhubarb come through midmouth,
with an initial smoothness from bourbon bean vanilla. The
long silky finish lingers, highlighting sharpness from the
natural rhubarb petioles.
• At 20% abv, the liquid surprises, opening a mature and
elegant flavour profile.
• The low sugar content provides a light serve – enticing
from neat consumption
Rhuby – Signature serves
•
•
•
•
Rhuby and Russchian Schweppes
Rhuby Basil Martini
Rhuby Sparkle
Rhuby Gin & Tonic
Rhuby Competitive Set
• Rhuby is consumed for it’s taste and as an
Indulgence/celebration
•
•
•
•
Champagne moment
Cocktail Moment
Party (Weddings, Receptions)
Lighter Alcoholic Option to flavoured Vodkas
• Female Target
• Seen as an affordable luxury treat – a mature
and SOPHISTICATED indulgence
Rhuby – Product Integrity
Product Integrity
Rhuby is a privately owned Swedish artisanal, niche, batch
production Company. The product is hand assembled and run
by a family who grows their own rhubarbs, makes their own
essence and have partnered with a local wheat vodka
distillery.
Family Run
By Women For Women
rhuby Contains
Swedish wheat vodka 20% ABV
Locally Grown and Cooked Rhubarb Essence
Bourbon Bean Vanilla and Sugar
The Colour is Natural and can Vary
Natural
Packaging
Overtly Embellished and Ethereal Pack
Inspired by the Intricacy of the Rhubarb Flower and Leaves
Premium Cork Closure
Cosmetic Glass
Tactile silver foiling
Swedish
Rhuby Packaging
PINK YOUR DRINK
• The Charity Pink Your Drink was founded 2011
• Every year a female only bartender
competition takes place to raise awareness and
to bring in funds for the Pink Ribbon and
support female entrepreneurs in the industry
• The event is held each October during Breast
Cancer Awareness Month
Pink your drink 2012
VENUE : London Cocktail Club
JUDGES:
Ivy Mix - Speedrack,
Lynnette Marrero – Speedrack and
LUPEC,
Mark Ludmon – Bar Magazine UK,
Solveig Sommerström – Rhuby
Ylva Binder – Founder of Rhuby and PYD
WINNER:
Naomi Fletcher, Hawksmoor,
London
PINK YOUR DRINK 2013
VENUE : Björk Bar & Grill, Stockholm
JUDGES:
Solveig Sommerström – Rhuby
Angela D’orazio – Mackmyra
Mona Johansson – Allt Om Mat
Annika Rådlund – Hotell & Restaurang
Jolene Cadwell – PYD 12 Finalist
Elsa Holmberg – PYD 12 Finalist
WINNER:
Sofie Larsson – Magic Bar, Stockholm
Pink Your Drink 2014
VENUES :
• UK FINAL – 6th October – Callooh Callay, London
• USA FINAL – 12th October – Dead Rabbit, New York
• Nordic Final – 29th October - Magic Bar, Stockholm
JUDGES INCLUDED:
Sofia Larsson (PYD 2013 Winner), Solveig Sommarström (Owner Viness), Ylva Binder
(RHUBY), Chris Dennis (Sovereign Loss), Jolene Cadwell (Rhuby Global Ambassador),
Ash Bovey (Rhuby UK ambassador), Jillian Vose (Dead Rabbit), Richard Wynne
(Callooh Callay), Sandrae Lawrence (Cocktail Lovers), Tommy Keeling (IWSR), Ivy Mix
(Speed Rack), Ayesha Sharp (Contemporary Cocktails Inc,), Christine Deussen
(Deussen PR) & Don Lee (Cocktail Kingdom)
WINNERS:
Sian Buchan, Heads and Tales, UK
Liz Pearce, The Drifter, USA
Charlotte Halzius, Orangeriet, Sweden
Pink Your Drink 2014
• Across the USA
• Campervan through 17 US States
• Media/bloggers
• Bartender
• Founder
•
•
•
•
Panel of advisors
Judges
Major PR and media push
Final held in NY October 2014 – partnership
with Dead Rabbit
PINK YOUR DRINK 2015
The Global Final
VENUE :
The home of Rhuby, åkers styckebruk, Sweden
JUDGES:
Chris Grøtvedt – The Thief & Oslo Bar Show
Mark Ludmon – Bar Magazine UK Editor
Paula Lukas – PYD 14 USA Finalist
Jolene Cadwell – Rhuby Global Ambassador
Charlotte Halzius – PYD 13 Nordic WInner
Competitors:
Inga Zarina – Sweden
Riina Uusimäki – Finland
Jolanta Malczewska – Norway
Mille Julie Weinberg – Denmark
Irina Jelizarova – Estonia
Laura Clemente Garcia – Spain
Connie Cain – UK
Nicole Osorio - USA
Over 200 entries from 12 countries.
Women Behind Bars
The Real Story….
• For the past 3 years there has
been the wish to understand
what the industtry think about
women
• 60 high-profile people from
the industry were asked and
the result is in this film
• Shot by freelance journalist
/wall Street, FT, HR World)
Pepi Sappal for Pink Your Drink
The Guardian
Net-work PYD
High-Profiles support PYD
Rhuby Cocktails from industry
professionals
Social Media / PR
female focus
We grow and pick our own rhubarbs
Bottling Hall
Perrongen – our visitor centre
Thank You