Pernod Ricard UK bolsters portfolio with non-alcoholic 'spirit'

Pernod Ricard UK is the latest drinks giant to move into the non-alcoholic spirits sector, following the success of premium brands such as Seedlip.

The company has announced it has partnered with Ceder’s Drinks to exclusively distribute the premium brand in the UK from this month.

Ceder’s is handcrafted and packaged in 50cl bottles, and drink is described as having “all the flavours of gin” but without the alcohol.

UK consumers will have a choice of three variants: Ceder’s Classic, which is akin to a classic gin with predominantly juniper flavours and some floral notes; Ceder’s Wild (juniper combined with ginger, clove and rooibos), and Ceder’s Crisp (juniper blended with citrus, cucumber and camomile).

Craig Hutchinton, founder and managing director of Ceder’s said: ”We are proud to launch Ceder’s and have realised our ambition to create a handcrafted alt-gin with natural botanical distillates and extracts. We want to satisfy those looking for a non-alcoholic serve without sacrificing premium and sophisticated flavour experiences. My wife and I came up with the idea after discovering a magical valley in the Cederberg mountains and we are excited to partner with Pernod Ricard UK to bring Ceder’s to market.”

Ceder’s will be available in Sainsbury’s and on The Whisky Exchange from July 22nd and 7th respectively, with further listings to be announced in due course.

Laurent Pillet, managing director for Pernod Ricard UK, said: This is a growing and exciting area for Pernod Ricard UK and we are delighted to offer our customers and consumers a non-alcoholic gin alternative. It is our ambition to continue to give consumers more choice and to satisfy the growing demand for no alcohol options. We are delighted to work alongside Ceder’s to offer exciting new premium serves to UK consumers.”

Ceder’s will be priced at £19.99 for a 50cl bottle. 

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