French drinks giant Pernod Ricard has acquired a majority stake in the distilled non-alcoholic ‘spirit’ brand Ceder’s for an undisclosed sum, stated recent reports.
“Ceder’s has been a success in the no/low category as consumers have embraced the joy of missing out, and the brand maintains the number two position within the category,” Pernod Ricard said in a statement.
“Following the majority stake purchase, global marketing of Ceder’s will be driven from Paris and the brand will continue to expand through Pernod Ricard’s extensive global distribution network,” the statement added.
Priced at £19.99 for a 50cl bottle, the Ceder’s range includes the juniper forward Classic, the citrus-scented Crisp, Wild, made with ginger and rooibos, and the recently released Pink Rose.
Alcohol-free gin-alternative brand Ceder’s was launched by husband-and-wife team Craig Hutchison and Maria Sehlstrom in 2017. A year later Pernod Ricard entered the no and low arena when it partnered with Ceder’s to launch the brand in the UK as its exclusive distributor and marketer.
Ceder’s recently partnered with TV presenter Fearne Cotton on a Dry January campaign, which aims to reach 10 million consumers.
Low and no alcohol drink segment has been attracting a lot of investment due to its rise in popularity.
In June 2019, the owner of Funkin Cocktails acquired a 20% stake in Elegantly Spirited, producer of zero-alcohol ‘spirit’ Stryyk, for £1million.
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’s, Gordon’s, and Salcombe Distilling Co.
Tanwar Hussain
