Pernod buys majority stake in alcohol-free Ceder’s

French firm Pernod Ricard has purchased a majority stake in non-alcoholic ‘spirit’ Ceder’s for an undisclosed sum. Pernod Ricard first moved into alcohol-free ‘spirits’ in 2018 after agreeing to launch Ceder’s in the UK. The brand was created by husband-and-wife team Craig Hutchison and Maria Sehlstrom in early 2017. The original agreement saw the French firm became the exclusive distributor and marketer of the Ceder’s range in the UK, but did not include an equity…

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Diageo creates alcohol-free Gordon’s

Johnnie Walker owner Diageo has launched an alcohol-free variant of Gordon’s gin made using the same botanicals as its core London Dry expression. Available to purchase now, Gordon’s 0.0% is said to offer a “bold, juniper-led character” that provides an alternative for those not drinking alcohol. Anita Robinson, marketing director Diageo GB, said: “Our expert innovation team at Gordon’s has combined years of expertise and historic gin distilling knowledge to create a credible alcohol-free experience.…

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Low- and no-alcohol producers must not ‘cut corners’

The expansion of the low- and no-alcohol category has drawn great attention from consumers and trade alike. But who’s jumping on the bandwagon and who’s the genuine article? *This feature was originally published in the February 2020 issue of The Spirits Business The UK is at the centre of an explosion of low‐ and no‐alcohol spirits brands. First‐footer Seedlip has progressed from innovator to incubator brand at Distill Ventures and on to majority ownership by…

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The week in pictures

At the annual Film Independent Spirit Awards Nominee Brunch, director and producer Rashaad Ernesto Green was awarded this year’s title of Someone to Watch. The Bulleit Bourbon-sponsored award, which recognises up-and-coming talent in the world of cinema, was this year awarded to Green, who has directed TV shows such as The Vampire Diaries, Supernatural and Luke Cage. Green, who will soon release his second feature film Premature, was recognised at the ceremony in West Hollywood,…

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Senser debuts ‘mood-enhancing’ zero-ABV ‘spirits’

Booze-free botanical ‘spirit’ brand Senser has launched three “mood-enhancing” alcohol alternatives inspired by traditional medicines and shamanic practices. Designed to be treated like a traditional spirit, Senser has launched with three variants: Power, Love and Joy. Each expression features a “curated blend of botanical ingredients” that enhances its namesake attribute. Founded by trained plants alchemist Vanessa Jacoby, Senser was created to “elevate social situations into mood-enhancing experiences”. Power features botanicals such as gotu kola, orange…

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