These days it seems like everyone wants to cash in on the $29 billion ‘natural’ foods market. Alcohol companies are no exception. Many, if not most, alcoholic beverages’ ‘natural’ claims are at best questionable (like Skinnygirl Cocktails). Rhuby, the recently launched Swedish rhubarb liqueur, however, claims that the only added ingredients to its rhubarb liqueur are sugar and a hint of Bourbon Bean Vanilla (both natural):
… it’s completely chemical, preservative and additive free, unlike most other liquors on the market.
According to the Rhuby website, no artificial colorants or stabilizers have been added. A small amount of natural rhubarb essence is added for a “fuller and deeper ‘nose’.” Additionally, because the recipe is all natural, the original pink color of the rhubarb juice proved to be unstable. Therefore, in order to produce a liquor with a stable pink color, the rhubarb juice in Rhuby is filtered to remove the color and then later, a natural color is added back. Finally, the vodka used to make Rhuby comes from one of the first Organic distilleries in Sodermanland, Sweden. At 20% ABV, Rhuby is moderately alcoholic.
The passion for a natural and additive free product spurred both Ylva and Solveig [the founder and master blender, respectively] to create Rhubarb liqueur, in a most tantalizing, yet refreshing way – something that many in the industry thought impossible.