Ten Locks ventures into vermouth with Cucielo brand – Retail Times
Ten Locks has taken Cucielo under its wing and added Italian vermouth brand De Torino to its expanding portfolio of conscious premium drinks.
Available now in the UK through Ten Locks, Cucielo is aimed at professional bartenders and premium retailers looking for high quality aperitifs to meet growing consumer demand. Due to its versatility as the heart of classic cocktails, vermouth is enjoying a renaissance both at home and on drink menus nationwide.
Cucielo Rosso and Cucielo Bianco – both meeting the high standards of Vermouth De Torino – are created using alcohol produced in Italy from quality molasses, naturally-derived botanicals and quality Italian Trebbiano di Abruzzo wine carefully selected with Grillo and Ansonica from Sicily to create a truly authentic vermouth.
Cucielo works wonderfully as a base component in classic cocktails or aperitifs, but is equally delicious on its own over ice. At 16.8% ABV, the vermouth’s personality and style can shine through.
Cucielo pays homage to vermouth’s original golden age with its art deco branding, but offers a fresh take on the traditional vermouth image with a new design that also expresses the company’s sense of adventure. Mark.
At the center of the design is a migratory cuckoo clock – also the brand’s “chuck” mascot – which annually travels the length of Italy on its journey from West Africa to Scotland.
An integrated PR, social media and experiential campaign will express the brand’s quintessentially Italian positioning with a contemporary twist via its “Il Tempo Vola” – or “time flies” – campaign which will inspire consumers to take the aperitif time.
Cucielo puts sustainability at the heart of the brand; all components used in the production process, where possible, are sourced from renewable sources or are 100% recyclable, in line with the rest of the Ten Locks portfolio collectively striving to bring about positive change.
Becky Davies of Ten Locks said: “Cucielo produces classic and highly respected liquids, and their sensitive distillation process makes them distinctive with a compelling point of difference. He is true to his Italian roots and heritage, while ensuring the longevity of the brand thanks to his desire to work in harmony with the environment and to attract young consumers, as well as the mainstays of the aperitif.
“We see Cucielo thriving not only in the cocktail arena of top UK bars, but also in luxury department stores and food halls where – due to their ability to showcase brands with tasting sessions and cocktail inspirations – we know it will hit the right note with consumers.
“A standout winner in the home cocktail-making trend, which has sprung up from the lockdowns, vermouth is also of growing interest in the UK for trade. Once a relatively unnoticed ingredient in Negronis and Manhattans, vermouth is finally seeing its day in the sun.
Cucielo joins Ten Locks’ portfolio of premium beverage brands including Salford Rum, Ace + Freak, Cambusier, Bourgoin Cognac, Diablesse, Mary White Vodka, Nusa Caña Rum, Applewood Gin, Banhez Mezcal, El Tequileño, Langley’s Gin, Redwood Empire Whiskey, Sollasa and Irish Whiskey from West Cork.