DO NOT DIST...
We do not want to disturb you with a boring story. URB is a luxury non-alcoholic drink with a unique taste. Our story started at a rooftop bar in a big city. We were at the lookout for something new. Something fresh. Something that did not exist: A luxury non-alcoholic drink for citizens of the world that gives consumers the same drinking experience and drinking moments of an alcoholic drink. We couldn’t find it. So, we decided to create it. URB (slang for urban) is organic, has low sugars and carbs, with a full body and a lingering taste that gives the mouthfeel and character of an alcoholic drink. The first one in the world! Every single taste is unique, like our fans and our bottle. It is our ambition to be the coolest luxury drink in the world. From Amsterdam to Shanghai. Everybody loves it so much; we only have one side effect. Never disturb people who are enjoying URB. It can be dangerous. URB - Do not disturb.
URB LUXURY DRINKS We are unlike any other beverage. An urban drink, with the character of an alcoholic beverage and we offer the same multi-layered experience. Our intriguing flavours are delivering a 1000% taste but with 0% alcohol. An organic mix of fruits and specially selected herbs gives each flavour a raw urban edge. We are the perfect accompaniment to good food and good company. Our story began at a rooftop bar, overlooking the city at night. When still having to drive meant ordering yet another ‘excuse drink’, the idea was born for a sophisticated non-alcoholic beverage delivering a flavour and experience to match any Prosecco, Cava or even Champagne. URB is decidedly not something you order as an excuse: it’s what you drink because you have good taste, an eye for design, a love for strong stories, with alcohol being totally superfluous. We have developed a proprietary recipe that cannot be compared to any other beverage on the market. The unique character, body and a multi-layered experience give URB its distinct flavour – a flavour that ensures alcohol is quickly forgotten. The base recipe for our URB Amsterdam, Berlin and Shanghai consists of only natural ingredients with a touch of ‘Urban Magic’ to give that sensational mouthfeel. Characteristic fruits and herbs are then added for each city. With just 3.75 grams of sugar and 18 calories per 100 ml, URB fits right in with the character of our time. It’s all about enjoyment without compromise.
Urban Bubbles 0% Our goal was to create a modern, contemporary and urban 0% variant of alcoholic sparkling bubbles. Not a clone of an existing drink but a new-to-world bubble for discerning consumers. No dealcoholized drink that has no character or soul left but a bubble in which you will not miss the alcohol for even the slightest bit. Starting from a blank canvas we did not take only grapes as a base but started with a variety of natural fruits and selected herbs. We added a very elegant bubble in our drink and with some ‘urban magic’ we created a mouthfeel and a lingering aftertaste that no other non-alcoholic drink has ever done before! To really stand out we did not go for the widely used sparkling wine bottle of 75cl, but we created our own signature bottle of 25cl giving you 2 glasses of full enjoyment
CITY CHARACTERS We made 3 varieties named after 3 exciting metropolitan cities in the world. Each with their own character but with one distinctive DNA.
amsterdam Citrus and juniper berry. This refreshing option is a unique, freely, translated version of a gin & tonic bubble. Urb Amsterdam has its own special mix of ingredients that come together to create an experience so multi-layered that you don’t miss the alcohol at all. Also delicious with salads.
Shanghai PASSION FLOWER, SENCHA TEA AND A DASH OF RHUBARB CREATE A FLAVOUR REMINISCENT OF A BALMY SUMMER EVENING. TEMPTING INITIAL TOP NOTES MAKE WAY FOR DISTINCTIVE FLAVOURS WITH A SURPRISINGLY DRY AND FRESH FINISH. DELICIOUS WITH LUNCH.
Berlin
BRAM REIjNDERS ART
WINE VERSUS BEER! CONCENTRATED GRAPE SKINS (WHICH FORM THE BASIS FOR WINE), A TOUCH OF WORT (USED TO MAKE BEER) AND VIRGIN GRASS COME TOGETHER TO CREATE THIS WONDERFUL DEEP RED VARIANT. URB BERLIN HAS AN INTENSE BERRY/ GRAPE FLAVOUR AND IS EXCITING IN CHARACTER. PERFECT FOR PAIRING WITH SPICY DISHES.
Bram Reijnders (bramreijnders.com) creates modern urban artworks and is currently the best-selling artist in the Netherlands. Bram finds inspiration in the ‘raw magic’ of global metropolises, particularly in the evening and at night. He has committed to URB and creates the artworks depicting the different cities for the brand. These can be found on the crown caps and elsewhere.
Food pairing Its full character and the ingredients used make URB the perfect accompaniment to a lunch or dinner. The different flavours in URB bring out the best in food, and vice versa. URB is the perfect choice for anyone who would prefer not to drink alcohol with their meal but still wants to enjoy wonderful flavour combinations.
Marketing & community
SUSTAINABILITY & CSR
URB Luxury Drinks is a high-end lifestyle brand with raw edges. URB builds its community via social media and use these platforms to converse with fans directly. URB gives an interactive voice to all those who enjoy the brand and inspires to share information about ‘the urban art of living’. URB strives to connect URB-cities with its inhabitants. With the goal to create an international community loyal to the brand. With the ‘Do not Dist...’ pay-off, combined with Bram Reijnders’ impressive artworks and the special ‘perfect serve’ & food pairing combinations, URB wants to distinguish itself from all other non-alcoholic products in the market.
URB is 100% organic, contains very low sugar, a few calories and a little bit carbohydrates. The bottle is infinitely recyclable. From the start we strive to reduce our carbon footprint as much as possible. For this, we at URB also seek input from our community and partners. As URB we will also establish a foundation to help cities improve livability.
InternationaL ROLL-OUT The international roll-out starts shortly after the Dutch introduction, with distribution already being established in Berlin and Shanghai. New flavors (and therefore cities) are on the agenda for 2022. London, Dubai, New York, Ibiza. Potential partnerships have already been selected.
CONTACT URB.DRINKS B.V. Herengracht 340 III Amsterdam NL info@urbdrinks.com 0031 85 760 34 38 urbdrinks.com facebook urb_luxurydrinks instagram urbluxurydrinks
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