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The Bloomsbury Club's Tuscan Tree zero-abv aperitivo

The Bloomsbury Club UKs Tuscan Tree Aperitivo

The Bloomsbury Club UK's Tuscan Tree Aperitivo

Category - Spirits, aperitivo, 0% abv

Available - From last week

Location - Retail and on-premise channels in the UK and selected international markets.

Price - SRP of GBP10.99 (US$15.40) per 70cl bottle

The Bloomsbury Club has released an alcohol-free aperitif with a price that takes into consideration the zero-tax rate on non-alcoholic products.

Tuscan Tree Aperitivo, announced last week, retails at GBP10.99, compared to a price of about GBP15 for rival non-alcoholic spirits, according to Bloomsbury. Diageo's Tanqueray 0.0%, unveiled today, will sell in the UK for GBP16 per 70cl bottle.

Bloomsbury said it can sell Tuscan Tree at a lower price because of the zero-rate tax for non-alcoholic drinks. The price "compares extremely favourably with both its alcoholic equivalents and other premium non-alcoholic brands already on the market, which typically retail at a 50% higher RSP", Bloomsbury added.

The expression is made with blood orange juice, Italian sparkling wine and a blend of non-alcoholic botanical distillates.

Last year, The Bloomsbury Club launched two non-alcoholic distilled spirits expressions for its Kvist brand, with a price tag between GBP12 and GBP14 per 70cl bottle.

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Expert Analysis

Opportunities in the Western Europe Spirits Sector

Opportunities in the Western Europe Spirits Sector

The global spirits sector was valued at US$823,604.3 million in 2019 and is expected to grow at a CAGR of 1.7% over 2019-2024 to reach US$894,041.4 by 2024. Western Europe held a value share of 12% in...

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