Award-winning spirits business Whyte & Mackay continues to grow its gin portfolio by announcing the launch of a new flavour, Wildcat Passion – a naturally flavoured zesty orange and passion fruit sister to Wildcat Gin.
Available at Tesco throughout the UK with an RSP of £26, Wildcat Passion has been created to meet consumer demand for fun, varied flavours in up-tempo, after-dark occasions. It also joins Wildcat Bramble, a naturally flavoured, full-strength blackberry gin, as the second flavoured gin in its product range.
Its packaging mirrors the core Wildcat brand, but with additional citrus and tropical fruit imagery. With an ABV of 37.5%, the gin gives a juicy burst of tropical sweetness when drunk long with lemonade and makes the perfect base for the popular Pornstar Martini cocktail.
To celebrate the launch of Wildcat Passion, Wildcat Gin is giving a 70cl bottle of its new flavour to the first 500 people who pledge £15 or more to Sink The Pink’s Pink Noise project – a trust dedicated to funding LGBTQ+ creatives hit with the ongoing impact of COVID-19.
The Passion PR and social marketing campaign will focus on the idea that our passions define who we are; allowing us to dust off the formalities of the 9 to 5 to be our true authentic selves. The brand therefore wanted to launch its latest flavour during Pride season – not only to celebrate the LGBTQ+ community, but to go further and support them at a time when there is a real threat to their livelihoods, due to the massive impact of Covid-19.
Sink The Pink’s Pink Noise project has become a lifeline for many LGBTQ+ artists in recent months. Described as a “queer-community-focussed fund and resource”, it exists to give LGBTQ+ artists and visionaries the opportunity to create and generate some much-needed income. With the donations, Pink Noise plan to commission new creative work in a variety of mediums, to reflect the diversity of talent throughout the community – including film, journalism, digital, art, theatre, live performances and many more.
Kenny Nicholson, Head of Modern Spirits at Whyte & Mackay, said: “As we continuing to invest in innovation across our portfolio, Wildcat Passion is the latest addition to the Wildcat range, designed specifically to meet consumer demand for new, fun flavours of gin for up-tempo, after dark occasions.
“During this time of uncertainty, with the launch of Passion, we wanted to pledge our support to the LGBTQ+ community and help them continue to be their fantastic selves.
“By joining forces with our long-time friends at Sink The Pink, we’re giving people the chance to support their favourite queer artists and raise a glass to everything they do to keep the UK’s queer nightlife alive.”
The Wildcat Gin & Sink The Pink Passion Project is the latest collaboration between the two brands, after they worked together to liven up lockdown for fans, producing and streaming The BIG Sink The Pink Pub Quiz to households each week throughout April 2020.
Wildcat Passion is the latest addition to Wildcat Gin’s range, which also boasts Wildcat Gin and Wildcat Bramble.