LUUY D'OR is national aperitif of the year 2025

Aperitifs are currently experiencing a growing demand. Whether in bars, restaurants or at home - products that are light, aromatic and versatile are in demand. Many established products on the shelf seem interchangeable. With the LUUY brand, Emil Scheibel distillery aims to set new accents and bring more variety to the glass. Three independent variants are now available: LUUY D'OR, LUUY ROUGE and LUUY NOIR.

"It's time for something new on the aperitif shelf," says Raphael Sackmann, Managing Director of Emil Scheibel distillery. "Many products focus primarily on sweetness and eye-catching colors, often with artificial flavors or colorings. We deliberately take a different approach. As a Premium, we bring the best of the fruit into the bottle." All three LUUY variants are based on natural ingredients and high-quality distillates. The whisky content gives them additional depth and complexity.

LUUY D'OR - with bitter orange, cascarilla bark and a hint of whisky - has been part of the range for a while now and has just won the national award for Aperitif of the Year 2025 at the International Spirits Competition (ISW). LUUY ROUGE also received a gold medal at the ISW. It combines pomegranate and cranberry with a tart acidity and subtle sweetness and has now also been permanently added to the range following a limited edition in 2024. The LUUY NOIR was added in 2025 - with blueberry, gentian and whisky for a dark, multi-layered taste experience.

"We are constantly developing new flavor profiles to offer our customers real alternatives," explains Lisa Koch, Head of Marketing & Product Management at Scheibel. "LUUY is an invitation to rediscover aperitifs for anyone who considers themselves a connoisseur and values quality and craftsmanship." The market launch will be accompanied by a comprehensive package of measures - including new POS materials, a cocktail brochure and a landing page with recipe ideas where you can fully immerse yourself in the world of LUUY.

All three LUUY variants can be enjoyed neat on ice - that is their special feature. While many aperitifs are primarily intended for mixing, LUUY D'OR, ROUGE and NOIR also develop their full aroma on their own. At the same time, they remain flexible: "If you like it lighter, you can mix a spritz, for example - 8 cl LUUY, Prosecco, a dash of sparkling water and serve on ice," says Raphael Sackmann.

The brand claim LUUY - the Premium aperitif for precious moments gets to the heart of this claim. Or to put it simply: Salut LUUY, goodbye everyday life.

Download press release: LUUY Aperitif of the Year 2025 national