Pernod Ricard is extending its Lillet brand into the alcohol-free category with the launch of Lillet Blanc 0%, as the French spirits major continues to build out its alcohol-free offering.
The new alcohol-free aperitif will go on sale in Germany and Austria from April.
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With a suggested retail price of €15.99 ($18.62), Lillet Blanc 0% is positioned as a non-alcoholic version of the group’s Lillet Blanc aperitif.
In a statement, The Absolut vodka maker said “aperitif culture is becoming a global phenomenon” and “going alcohol-free remains an increasingly popular choice for consumers”.
Pernod Ricard could not confirm at the time of writing whether Lillet Blanc 0% would be rolled out beyond the initial two markets.
Francesco Ottaviano, vice president for gins and aperitifs at Pernod Ricard, added: “Our newest launch, Lillet Blanc 0%, is a premium option for conscious enjoyment, without any compromise on taste and is best enjoyed in the hero serve, the Lillet Berry 0%, for those who want something fresh and sophisticated for every occasion this summer.”
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By GlobalDataPernod Ricard entered the non-alcoholic aperitif segment more recently with Ramazzotti Aperitivo Arancia 0.0%, introduced last March.
The Absolut-vodka owner’s broader work in alcohol-free products goes back to 1982 with the launch of Pacific, a non-alcoholic anise drink.
Earlier this year, Pernod Ricard rolled out a 0.0% version of Beefeater gin in 27 markets worldwide, following an earlier introduction limited to Spain in 2024.
The group has also taken stakes and added brands in adjacent alcohol-free segments, including agave-based and ready-to-drink spirit alternatives.
In August 2024, it bought a minority shareholding in Almave, an agave-based spirit backed by Lewis Hamilton.
Almave was developed with Mexican spirits producer and incubator Casa Lumbre and investment firm Cooper, launched in 2023, and is sold in the US, Canada and several European markets, including the UK, Ireland and Germany.
Other alcohol-free offerings in Pernod Ricard’s portfolio include Sweden’s Ceder’s botanical spirit, acquired in 2021 and Suze Tonic 0%, which is sold only in France.
