Since it came a few weeks past April Fools' Day, the announcement of an anti-aging gin appears to be on the level.
The 80-proof concoction is the brainchild of Warner Leisure Hotels, a chain based in the United Kingdom. It touts Anti-aGin as the “alcoholic equivalent of a facial.”
According to Warner's blog, the gin is distilled with pure, drinkable collagen and anti-aging botanicals. It's a cocktail of antioxidants, combining “aromas of chamomile and tea tree, with a spicy hit formed of nettle, witch hazel and gotu kola, complementing a classic base of juniper, coriander and angelica root.”
The hotel chain developed the product with food design studio Bompas & Parr, which specializes in “flavor-based experience design,” as well as U.K. television personality Nicky Hambleton-Jones, former host of the show “10 Years Younger.”
The marketer doesn't stint on the libation's possibilities: “The ingredients were specifically chosen due to their revitalising qualities, including healing sun damage, being rich in minerals, inhibiting scar formation and to help smooth cellulite,” its description reads.
Its online tagline promises: “Rejuvenates the skin, while you drink.”
Anti-aGin is being sold at all 13 Warner hotel locations as well as online, where it will retail for 34.99 pounds (roughly $51) for about 24 ounces. As of late last week, it was sold out online, so at least the marketing seems to work wonders.