Pernod buys majority stake in alcohol-free Ceder’s gin botanicals

Pernod buys majority stake in alcohol-free Ceder’s gin botanicals
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  • Early 2017, husband and wife, Craig (South African) and Maria (Swedish) discovered a magical valley nestled in the Cederberg Mountains of the Western Cape, South Africa. The valley is home to many intriguing botanicals, including Rooibos and Buchu, used for many centuries by indigenous peoples of South Africa. These botanicals inspired Maria and Craig to distil exotic Cape and classic gin botanicals, which is then blended with pristine Swedish water. The range includes the Classic, Crisp, and Wild expressions, and the recently launched Pink Rose. The brand made its debut in the US in October 2020 and is now available in more than 24 markets.

Ceder’s recently partnered with TV presenter Fearne Cotton on a Dry January campaign, which aims to reach 10 million consumers. A number of major firms have invested in the category in the last few years.

In June 2019, the owner of Funkin Cocktails acquired a 20% stake in Elegantly Spirited, producer of zero-alcohol ‘spirit’ Stryyk, for £1m (US$1.2m).

Diageo upped its shareholding in non-alcoholic ‘spirit’ Seedlip to a majority stake in August 2019. Six months later, Diageo-backed investment unit Distill Ventures acquired a minority stake in non-alcoholic drinks brand Ritual Zero Proof.

Bacardi-owned vermouth Martini also moved into the non-alcoholic category with the launch of two booze-free aperitivos.

The past 12 months has also seen new launches from Warner’sGordon’s, and Salcombe Distilling Co.

Bacardi expects the retail sales value of the no- and low-alcohol ‘spirits’ category in Western Europe to reach US$500m by 2024.

 

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