Fluére has debuted a signature cocktail, Fluére Ice Flow, which is inspired by the Arctic leg of the Andretti United Extreme E races. The alcohol-free mixed drink celebrates the brand’s sponsorship deal with the Andretti United Extreme E racing team.
Fluére Ice Flow combines Fluére Original, light tonic water, and raw apple cider vinegar. It will be promoted on the Andretti United Extreme E vehicle, which will feature a bespoke livery design for this weekend’s Arctic X Prix race in Kangerlussuaq, Greenland. Both the signature cocktail and the livery were inspired by the race location.
“We are thrilled to unveil the next edition of ‘the perfect mix’ with our trusted partners Andretti United Extreme E,” said Roiby Gonzalez, chief marketing officer at Next Frontier Brands (which purchased Fluére Drinks earlier this year). “The upcoming Arctic X Prix will highlight the issues of climate change more than any other race up to this point in the Extreme E Championship. For this reason Fluére has created a drink that celebrates the beauty of the race location, and at the same time, the threats these environments are under.”
The partnership is hoping to highlight the “drastic” climate change and glacial melting taking place in the country with the cocktail’s name, and to encourage positive action.
Earlier this year, the team launched a collection of non-alcoholic cocktails, each reflecting a location of Andretti United Extreme E’s racing series.
“The partnership between the team and Fluére is a truly exciting one,” said Roger Griffiths, Andretti United Extreme E team principal at the time. “The ambition to raise awareness for environmental damage and drive a purpose-led message around the team’s racing endeavours align with Fluére’s commitment to celebrating the parts of the world that we will race in. In doing so, the spotlight is being shone on these areas, and how we can all play a part in [helping to] create a better world of people.”
In February, Next Frontier Brands acquired non-alcoholic spirits producer Fluère for an undisclosed price. Produced in the Netherlands, the Fluère range includes the Original, Spiced Cane Dark Roast, Raspberry Blend, and Smoked Agave expressions. The products are available in more than 30 markets, including the United States, United Kingdom, and Asia.
For more information, head over to Fluére’s official website.
