The Bitter Truth Launches E**X**R in U.S. MarketJanuary 26, 2011
Munich, Germany—(January 18,2011) – The Bitter Truth, Europe’s leading producer of cocktail bitters and flavorings, has announced the stateside launch of E**X**R, its artisanal digestive liqueur. Firmly rooted in the traditions of both classic sweet vermouths and alpine digestive tonics this unique product blurs the lines between amaro and vermouth, offering a complex new flavoring for the mixologist’s arsenal.
“American bartenders are developing drinks that highlight bitter liqueurs more and more,” said Alexander Hauck of The Bitter Truth. “We are thrilled to be introducing E**X**R to the marketplace, which we hope will intrigue and inspire these talented mixologists.”
E**X**R is a digestive liqueur that blurs the lines of conventional wisdom. At once velvety smooth and clean, aromatic and herbaceous, E**X**R embodies the caramel sweetness of port and the bitter flavors of a classic italian amaro. Complex in character, it suggests herbal aromas of mint, myrrh, sage and gentian as well as flavors of rhubarb and lemon.
E**X**R can be enjoyed in a pre-dinner Manhattan or Negroni or neat after a rich meal to aid digestion. This unique product is as delicate as the finest vermouths with an alcohol content that allows it to defy oxidation and the need for refrigeration, making it a versatile addition to the back bar or home bar.
E**X**R is available in 750ml bottles. The suggested retail price is $32.00.