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Pernod Ricard readies zero-alcohol dark spirit Celtic Soul in UK

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The UK division of Pernod Ricard has added to its non-alcoholic offerings in the country with the launch of a dark spirit under the brand name Celtic Soul.

The unit, which partnered a year ago with start-up Ceder's Drinks to handle its namesake no-alcohol gin, today unveiled Celtic Soul in the UK's off-premise. The spirit, a distilled spirit with flavours of vanilla, spices and oak cask wood, carries an SRP of GBP25 (US$31) per 70cl bottle. When contacted by just-drinks, a spokesperson for Pernod UK said the group has no immediate plans to expand to other markets.

Celtic Soul was created by Craig Hutchison, the co-founder of Ceder's and MD of the brand. Hutchison previously worked for Pernod in its Absolut vodka division.

"The mindset of the drinker has changed and to have a sophisticated drink doesn't mean it has to contain alcohol," said Hutchison, who operates Ceder's with his wife Maria Sehlstrom. "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."

In today's announcement, Pernod claimed that the no- & low-alcohol category in the UK is worth in the region of GBP108m (US$134.1m).

The unit's business development director, Ian Peart, added: "With the no- & 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.

"Since launching Ceder's in July 2018, we have seen encouraging results and as of March 2019, Ceder's is a GBP1m brand."

The gaping opportunity for no-alcohol in the on-premise - Consumer Trends


Sectors: Product launches, Spirits

Companies: Pernod Ricard

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