Pernod Ricard UK adds second alcohol-free spirit to portfolio
Pernod Ricard UK is adding a new drink to its non-alcoholic spirits portfolio.
Celtic Soul is an alcohol free blend of “carefully distilled” dark spirits, and it has been created by the team that created Pernod’s first non-alcoholic spirit, Ceder’s.
The newcomer is a blend of sweet vanilla, spices and oak cask wood flavours, making it both aromatic and complex, according to the producer.
The investment in NPD is designed to tap into growth in the No & Low category, which is growing in value at 24.2% in the UK off-trade and is now worth £107.7 million. Within this, No & Low Spirits is growing 374.9% and it is forecasted to increase by 455% in volume sales globally by 2020, according to Nielsen (MAT w/e 05 January 2019).
Craig Hutchison, founder and managing director of Celtic Soul, said: “The mindset of the drinker has changed and to have a sophisticated drink doesn't mean it has to contain alcohol. It's about the ritual, the serve, the taste and the adult price point. I’m excited to once again partner with Pernod Ricard UK to now bring Celtic Soul to market and offer consumers more choice to satisfy the growing thirst for no-alcohol options.”
Ian Peart, Business Development Director for Pernod Ricard UK, said: “With the No and Low category showing double digit growth in both value and volume, this is a dynamic area for Pernod Ricard UK. The category currently lacks a compelling dark spirits offering and we are excited to partner with Celtic Soul to bring the brand to market. Since launching Ceder’s in July 2018, we have seen encouraging results and as of March 2019, Ceder’s is a £1m brand, so we’re excited to be extending our current non-alcoholic offering at a time when the No and Low market continues to gain momentum.”
Celtic Soul is recommended served with ginger ale and garnished with a twist of orange. It comes in 70cl bottles and will be priced £25 in Sainsbury’s, where it has an exclusive listing starting from July 22.