By Ellie Philpotts

 

You might wonder how far the marketing abilities of a soft drink from as long ago as 1895 could possibly reach. In a time where alcohol is such big business, and in a student publication no less, a product bearing these credentials could seem difficult to stand out. But LurvillÔÇÖs Delight is busy squashing every misconception you ever had ÔÇô and, dare we say it, theyÔÇÖre actually making soft drinks kinda cool. Actually, we do dare to say it. We might even hold our carbonated classics up for the world, or readership of Quench Food, to see.

Cast your minds back (well, imagine, as even PhDs donÔÇÖt take this long) to the late 19th Century. The food and drink industry was hardly as lucrative as it is now, but that didnÔÇÖt deter twin brothers Harold and Lolo Lewis. The residents of the Rhondda Cynon Taff village of Ynyshir took the plunge in founding LurvillÔÇÖs Delight, a drink comprised of the very natural trio of stinging nettles, dock leaves and Juniper berry extract. No nasty E-Numbers, meaning the tabloidsÔÇÖ Health sections would have had one less thing to sensationalise. The project enjoyed a good few years of being a hit, soon rising from its humble origins in the middle of the countryside to navigating its way around Wales ÔÇô no mean feat in a period of no online communication let alone marketing strategy. Customers of the day seemed to like the fact that profits went towards helping 150 coal miners and their families swap the Rhondda for the dizzying American heights of Pittsburgh and Denver ÔÇô a pretty big move now, let alone at the turn of the past century, and regardless of these moral benefits, consumers were fans of the taste and general style. Well, thatÔÇÖs the vibe weÔÇÖre getting anyway, since the only reason it eventually ceased wasnÔÇÖt because of a decline in sales ÔÇô it was because of a decline in dock leaves in the local area. Although its increase in popularity extended the village itself, Harold and Lolo still wanted to preserve its roots ÔÇô literally ÔÇô so were forced to stop production in 1910. But ÔÇô plot twist – all ends well, because, although perhaps slightly belatedly, 2016 has marked them as officially back in town! And as their Launch Party tonight demonstrated, itÔÇÖs definitely a case of better late than never. ItÔÇÖs fair to say times have moved on substantially in the subsequent century and then some, but the new faces in charge of LurvillÔÇÖs Delight have managed to find the winning formula, retaining the trademark botanical origins with a new and updated twist.

Those of an indecisive mentality may have their work cut out, with options including Original, Meadowsweet, and Lavender Spice, but rest assured whichever you go for is bound to be a satisfying choice. And while there may have been a bit of a gap in the market for this type of soft drink, the cocktails connoisseurs among our readership need not fear ÔÇô ┬áLurvillÔÇÖs can easily spruce up any beverage. On edible display at the launch were the John Jones, primarily LurvillÔÇÖs alongside American whiskey; LurvillÔÇÖs Negroni Spritz, aka Brecon Gin (we love supporting local produce, so this one was a winner!), Campari and a dash of orange bitter over ice, topped with LurvillÔÇÖs as the name implies and a snazzy grapefruit garnish, and, last but not least, Botanical Mist, also comprised of American whiskey, but blended with Drambuie Stir and of course accompanied by the focal point of LurvillÔÇÖs.

And in todayÔÇÖs climate, where super-foods and health trends are rarely out of either social media or supermarket aisles, it could be easy to become disillusioned ÔÇô but weÔÇÖre willing to take that gamble when another intriguing new addition gets thrown into the mix. You wonÔÇÖt often spot nettles among your avocados and kale, but perhaps LurvillÔÇÖs Delight could turn this on its head, since itÔÇÖs promoting its traditional ingredient of nettles as boasting an impressive 40% protein not to mention an abundance of Vitamin A, antioxidants and iron. Other Mother Nature specials finding their way into LurvillÔÇÖs products include Juniper (antibacterial, antiviral AND antiseptic donÔÇÖt you know); Yellow Dock Root (a less fashionable cousin of rhubarb and sorrel); and Rhubarb, which is good on its own accord away from the crumble constraints ÔÇô think bursting with calcium, dietary fibre and Vitamins B and K.

So next time the very very delayed Freshers Flu; ASSL-induced headache; or our old foe the hangover rears its ugly head, thereÔÇÖs no point feeling guilty in heading for a drink…

Can confirm the drinks on sample passed the taste test (same applies for the canap├®s, but thatÔÇÖs another story. Although probably one that wouldnÔÇÖt amass many views, because thereÔÇÖs only so much you can say about canap├®s, and they didnÔÇÖt even begin in 1895).

Many thanks to 10 Feet Tall for providing such a great venue for LurvillÔÇÖs Delight relaunch evening, and Degu Media for their influence around CardiffÔÇÖs food and drink scene! And, at risk of channelling Gwyneth PaltrowÔÇÖs Oscars speech, to Wright’s Food Emporium who interviewed my take on the evening for their radio show ÔÇô I havenÔÇÖt just repeated what I said there, I promise!!