Pernod Ricard has announced that it is adding to its Ceder’s portfolio of non-alcoholic spirits with a new botanical flavoured pink gin.
Ceder’s Pink Rose, which will be available in the UK, marks the first new variant of the brand since it launched in 2018.
Made using natural botanicals of juniper, rose and hibiscus, Ceder’s Pink Rose aims to meet the rising demand for flavoured and no/low drinks.
Pernod Ricard said the new floral flavour gin provides a sophisticated offering with a gentle pink colour that taps into the growing trends of flavoured and pink drinks.
Maria Sehlstrom, co-founder of Ceder’s, said: “Non-alcoholic drinks should be as exciting as alcoholic drinks and cocktails. Pink gins have been a huge trend in recent years. They are fun, delicious and make for beautiful cocktails. We have created Ceder’s Pink Rose for people who want the same experience, but without the alcohol.”
Pernod Ricard UK initially partnered with the founders of Ceder’s, Craig Hutchison and Maria Sehlstrom, to bring its non-alcoholic gin brand to market in 2018 in three flavours: Classic, Wild and Crisp.
The range of distilled non-alcoholic gin is made with classic gin and wild botanicals found in the Cederberg mountains of the Western Cape of South Africa, combined with pristine Swedish water.
Ian Peart, business development director at Pernod Ricard UK, added: “Ceder’s Pink Rose will not only excite existing consumers but offer a huge opportunity to recruit young adult consumers into the category.
“Flavoured spirits attract 37% more younger consumers than non-flavoured spirits, highlighting a need for more accessible flavours within the no/low category. We are excited to bring Ceder’s Pink Rose to market, with pink gins representing 20% of the gin category in the UK.”
Pernod Ricard’s Ceder’s Pink Rose will be available to purchase for an RRP of £19.99 per 50cl bottle and will be launching exclusively in Sainsbury’s and Tesco.
© FoodBev Media Ltd 2020
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