(Photo: Quarter Proof)Quarter Proof, a U.K.-based brand that wears its 15%-ABV ethos on its sleeve, is hitting the U.S. market with a duo of expressions.
Capitalizing on the continued popularity of low- and no-proof spirits, the distiller will be launching a Three-Grain Vodka alongside a Blanco Agave Spirit. Using agave imported from Jalisco, Mexico, the spirit is blended with black Sarawak pepper and orange habanero botanicals for a spicy gin-inspired kick. The agave spirit was first unveiled in England in mid-2023, at the time referred to as "T/quila."
"Because done right, drinking is a pleasure. Abstinence is not. So between all and nothing, we've created a third way of drinking; an antidote to the idea that moderation is something to be endured, not enjoyed," the brand declares on its website. "We don't want to give up something we love - we're just smart enough to understand that it's better for us in the long-run if we enjoy a little less of it."
According to Quarter Proof, creating its products goes a step beyond simply watering spirits down.
After the base spirit is fermented, it undergoes a process dubbed "fractionation." From what we gather, the term is used interchangeably with centrifugation, a technique in which components of different densities are separated using a rotating outward force. In theory, this would allow for the extraction of more specific and concentrated flavor profiles. Outside of the science lab, centrifugation is often seen in dairy production and within the world of high-end gastro mixology.
Quarter Proof says the method "allows us to pull 65% more of the volatiles. ... Each ingredient is fractionated into different flavour keys." The spirit is then distilled to 120 proof before it's quartered down to a milder 30 proof.
The brand occupies a fast-growing category of alternative spirits. More often than not, the phrase is used to refer to non-alcoholic renditions of usual favorites; within the tequila category, we've already seen celebrities like Danny Trejo and Lewis Hamilton cash in on the trend with zero-proof agave imprints. Elsewhere, Ritual Zero Proof has built an empire on non-alcoholic rum, whiskey, gin and aperitif alternatives.
Within the alternative category exists a smaller subsection of low-proof spirits, usually oriented around the language of moderation and "sober curiosity." Alongside brands like Punta Santos, Quarter Proof aims to put a premium spin on the concept, inviting consumers to taste big flavors with minimal regrets the morning after.
Quarter Proof Blanco Agave Spirit and Three Grain Vodka are both available online at $35.
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