An ode to Purity Syrup

Newfoundland’s holiday libation moves into 21st century

Oh, sugarplum swallow, sweet nectar of Newfoundland. Flavoured with strawberry or raspberry. Tall, dark and red, this glass of Purity Syrup ‘tis the truest of Christmas customs. What more could thou want to flavour my holiday slush?

Purity Syrup has been around for a while, almost as long as Purity Factories itself, which was incorporated in 1924. The company started making and marketing its syrups in the 1930s when they were still at their factory at the corner of Hamilton Avenue and Brine Street in St. John’s, N.L. and it has become an integral part of Christmas tradition in the province.

Growing up, the first thing my grandfather asked when we arrived at his house was: “Do you want a glass of red eye?” He would pour me up a tall glass of syrup mixed with water — perpetually strawberry — and there would always be a cookie to accompany it.

Purity Syrup and its rainbow of flavours — strawberry, raspberry, cherry, orange, lemon, and lime — are available all year round (for those not in the know, Purity Syrup is like a thinner grenadine), but I have to restrict myself to imbibing in December. Otherwise, I would probably have diabetes.

When I lived in Halifax, I frequented the Newfoundland Store on Willow Street on the regular, pining for the sweet stuff, resisting picking up a bottle mid-July.

Like most Newfoundlanders, it’s an important and treasured part of the holidays, a drink only enjoyed during Christmas visiting. Traditionally, Santa washes down cookies left for him by expectant children with a glass of syrup.

Mummers drink it with their fruitcake on their yearly pilgrimage around town and it also can be found in slush, the sippable staple in many a Newfoundland freezer over the holidays, made from a mix of frozen sugar water, fruit juices and alcohol, typically rum. Some mix it with just water, others with Roses lime and water, and I’ve even heard of those riffing on a Shirley Temple by mixing Purity with ginger ale.

In 2019, the saccharine elixir has been elevated from a comforting cuppa to a contemporary cocktail. At the St. John’s Fish Exchange, the Jam Jam Martini mixes Newfoundland rum with Purity Syrup and garnishes it with the beloved Jam Jam cookie, also made by Purity. At O’Reilly’s on George Street, it’s garnished with a simple maraschino cherry. Even Purity Factories have new drink recipes on its website, like the Purity Syrup frozen margarita.

As of late, I’ve created my own cocktail in an effort to make up more excuses to drink it. Say hello to the Purity royale. This East Coast iteration of the classic French cocktail — a tablespoon (½ ounce) of Purity Syrup topped off with sparkling wine and garnished with a slice of clementine — makes for the perfect holiday spritzer to offer guests.

Luckily, the rest of Atlantic Canada can imbibe in the purest of sweet drinks. Both Sobeys and Loblaws affiliates sell Purity in stores across the country, meaning you can feel Christmassy all year round.

But Purity Syrup, oh Purity Syrup, is best enjoyed paired with the glow of a Christmas tree.

Purity Syrup is a Newfoundland Christmas staple and can be served in a variety of ways.