A NEW SHOW FOR A NEW ERA IN DRINKS
That the world’s biggest spirit company, Diageo, has hungrily added a new non-alcoholic spirit to its portfolio amid the current coronavirus chaos is encouraging. It’s yet another show of faith in the category.
Rheinland Distillers is an interesting prospect for Diageo – and the wider market – because it is the first brand in its Distill Ventures portfolio to create both alcoholic and non-alcoholic spirits. This is certainly rarely seen in the UK drinks industry.
It begs the question: is this a model more spirits suppliers could take up as demand for non-alcoholic spirits grows? For brewers, creating 0% or 0.5% versions of their brands is a well-trodden path. Could we end up seeing the likes of ‘Smirnoff Zero’ or Jack Daniels AF grace supermarket shelves? Is there a legitimate consumer demand for this?
Crucially, should the likes of Seedlip and the first wave of non-alcoholic spirits pioneers be worried?
So what’s in this newsletter?
First, The Grocer picks apart Diageo’s latest acquisition. Then Beverage Daily looks at how Carlsberg is betting big on low & no for the post-Covid world
The Low2NoBev exhibition will take place at London's Old Truman Brewery from 9 - 10 June 2021. For more information visit low2nobev.com
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