Musgrave Crafted Spirits has set up a floral fantasy concept store in We Are EGG in Cavendish Square, Cape Town to market Inspirit - an aromatic, alcohol-free infusion made with 12 rare botanicals inspired by the ancient spice route of Africa. The Musgrave Concept Store is located in We Are EGG in Cavendish Square. We Are EGG has been described as a beautifully curated, next-generation shopping experience.
“Musgrave Pink has always embraced fashion through various types of collaborations, which allowed for the construction of the Concept Store at We Are EGG.
As a result, the creation of Inspirit provided a perfect opportunity to combine these two worlds when Ari and Paul Simon opened their doors at We Are EGG for the brand. The opportunity to further explore the fashion side of the branch was too good to miss, " says Musgrave founder, Simone Musgrave.
Inspirit is distinctive in flavour, pink in colour, and offers a light and elegant alternative to Musgrave’s other botanical offerings. The non-alcohol spirit is infused with cardamom and juniper notes that complement those of African ginger, lime, and grains of paradise, gives it a harmonious and fragrant finish.
“Inspirit is all about finding the balance. The pandemic has certainly highlighted the relationship many people have with alcohol and as a result has ignited a move to reduce one’s daily intake. Whether you’re looking to cut down on calories or stick to a fitness routine, consuming less alcohol during these times can really help to maintain a balanced lifestyle. It then makes those days when you do enjoy a Musgrave Original Gin or Pink Gin cocktail, that more special,” says Simone.
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