Pernod Ricard expands portfolio in alcohol-free category
By Ralph Tathagata
Pernod Ricard has embarked on a brand extension that will create strategic multi-category portfolio in the alcohol-free sector.
According to Solène Marchand, head of marketing for non-alcoholic at Paris-based Pernod Ricard, no-alcohol would be a big focus for the group in the future, both from a global and long-term perspectives.
“Based on our insights and tests, the category is very gin-focused and we are working on having a strong multi-category portfolio,” she said.
It would be recalled that Pernod Ricard established a division dedicated to the no-and-low category in 2022, and created a research and development hub for the sector in the south of France with a specific production line for non-alcoholic spirits.
“The production line will help us be able to go big in terms of volumes to produce for global expansion,” Marchand added.
The division’s head of marketing also mentioned that, in the past year, the group recorded a volume growth of 60% in the alcohol-free portfolio, with the “strongest traction” coming from non-alcoholic ‘spirits’.
Pernod Ricard has several alcohol-free products in its portfolio including non-alcoholic ‘spirit’ Ceder’s, Seagram’s 0.0%, non-alcoholic wines from Campo Viejo and Jacob’s Creek, and regional brands such as ready-to-drink (RTD) apéritif Suze Tonic 0%.
The company’s recent launch, Beefeater 0.0%, was the first line extension from its portfolio of strategic international brands. Marchand said that the expression, which debuted in Spain, was created following two to three years in development and after experimenting with more than 150 recipes.
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