Founder, Rolf Munding's Swedish heritage inspired the concept of Flävar: schnapps has always been associated with celebratory moments throughout Europe and the goal was to bring more flavour and flair to spirit drinking occasions.
With its bold, vibrant colourful packaging, a bottle neck emblazoned with the Swedish flag, Flävar's standout back-bar presence and vibrant online presence has contributed to the equivalent of 3 million shots being sold, with customers also using the liquid as a cocktail ingredient.
Rolf Munding is also owner of the Market Taverns Group and this gave the perfect chance for valuable customer insight into what people were after post-covid. It's this feedback and insight that inspired further flavour developments.
Flävar is a delicious 'spirit to be savoured' - delivering on both the celebratory shot drinking occasion, but also as a spirit to be enjoyed at a slower, more relaxed pace, with a mixer on as a valuable cocktail ingredient.
Rolf says, “Our pubs have been a great test-bed for new spirit innovation. Talking with customers at the bar is the best market research you can get. There seems to be more of an adventurous, considerate element to what people are looking for in these modern days. And a rise in the demand for sweeter, more indulgent tasting spirits. We first started considering the concept of a lower-ABV 'flavour-first' spirit post-covid, after identifying this trend. The timing has been great as the shot market is ripe for invigoration!
I understand the 'instagram appeal' of the bright coloured liquids and of course you'll always have the age-old favourites like tequila, but there are few options for high-quality, lower-ABV spirits that just taste great.
"We wanted to be able to supply a smooth, delicious, clear-liquid spirit. So we decide to create it! Strawberry & Lime flavour has been the top seller on-trade on-line since it was launched. But this has recently been overtaken by our newest Flävar: Blueberry & Lemon.”
And Rolf's personal suggested serve?
“Recently I've been pleasantly surprised with how good it tastes with prosecco. A single measure of strawberry and lime with 100ml of Prosecco makes for a delightful summer drink, (now selling as the 'Flävecco' in the Market Porter, Borough, London). And as a neat shot, Lemon Pie is my personal favourite.
Over the next year Flävar has an exciting NPD strategy lined up, and a possible foray into RTDs. “We've got plenty of imaginative ideas lined up. There's a lot of room for innovation with Flävar.”