The company, which uses a process it calls “fractionation” to reduce its namesake brand’s alcohol content, has increased the ABVs of London Dry G/n and Blanco T/quila from 12% to 15%. Subsequently, the duo will change their names to London Dry Spirit and Blanco Agave Spirit, respectively.
“Frustratingly, parameters don’t currently exist for this middle ground category where Quarter Proof sits,” said co-founder Rohan Radhakrishnan. “You are able to call non-alcoholic spirits ‘spirits’, but we do not yet have any legislation for our category.
“We have faced regulatory bodies challenging the naming conventions of our original spirits, and as a result have lost out on huge chunks of revenue, and have lost listings with the likes of Amazon. We have had to rethink everything and are excited that our new brand identity will be mixing things up to represent this bold new world.”
At the same time as announcing the change, Quarter Proof has also added a vodka-equivalent, also at 15% ABV, to its range. Details of the SRP for Three Grain Spirit were not disclosed, but its siblings are both on sale online for GBP25 (US$31.80) per 70cl bottle.
Based in London, Quarter Proof commenced operations in 2021.
