What's hitting the shelves? Dry January launches

By Rachel Arthur

- Last updated on GMT

Lyre's launches three new non-alcoholic drinks. Pic: Lyre's
Lyre's launches three new non-alcoholic drinks. Pic: Lyre's

Related tags Npd Dry January NABLAB non-alcoholic beer alcohol-free

Dry January is back: we take a look at some of the no and low alcohol launches hitting the shelves around the globe.

Katy Perry's non-alcoholic aperitifs

Katy Perry has launched a new line of sparkling non-alcoholic aperitifs called De Soi. 

The drinks use natural adaptogens such as reishi mushroom and ashwagandha instead of alcohol. They come in three flavors: Golden Hour with citrus and lemongrass; Champignon Dreams with strawberries and grapefruit; and Purple Lune with blackberry nectar, vanilla oak and rose petals.

“Our aperitifs are full of feel-good adaptogens for a drink that helps you create, relax and ease into the night,”​ says the singer. 

Alcohol-free, functional bitters

New alcohol free brand ‘All The Bitter’ is launching this year with a lineup of classic cocktail bitters for mindful drinking. 

all the bitter pic kelly puleio

Designed by former sommeliers of Napa Valley’s 3-Michelin star restaurant, The French Laundry, Ian and Carly Blessing have painstakingly created what they believe to be the world’s best tasting—and most beneficial—bitters, alcohol-free or otherwise.

All The Bitter is crafted using beneficial plants like dandelion root, burdock, lemon balm and milk thistle seed: with the bitters designed as drinks that may support digestion, liver health and detoxification.  

“Our drinks blend tradition with the emerging non-alcoholic market and functional beverages movement, paying homage to bitter’s history as a medicinal, daily tonic,”​ says the brand.

All The Bitter is made with organic and wild foraged ingredients and crafted by hand in small batches in Northern California. Free of any artificial or natural flavors, preservatives, added colors or GMOs, all flavors are vegan and gluten-free. Each 0.0% ABV drink contains 2-3 times more raw botanicals than traditional alcohol bitters.

All The Bitter launches with three flavors: starting with a ‘bold and spicy Aromatic, loaded with cinnamon, nutmeg, and clove, lifted by ginger and a backbone of sharp gentian root’. Meanwhile, classic Orange bitters, are made with three different types of orange peel, cardamom, coriander, and lemon balm for a rich, savory flavor profile, adding zest and a bit of spice to any drink; while the New Orleans bitters bring the bright flavors of anise and tart cherry together with hibiscus and rosehips to liven up all beverages.

All Out Stout

Athletic Brewing Co - 3 can line-up landscape

US alcohol-free craft beer brand Athletic Brewing Co. has added All Out Stout to its range in the UK.

Built for the colder weather, the brew is ‘ideal to have by the fire after a long day on the slopes, perfect for after a Christmas Day walk, or simply as an alcohol-free alternative to traditional stout.’

The drink is made with organic Vienna malt, and a variety of hops and oats, promising a full-bodied mouthfeel and roast finish with delicate coffee and bittersweet chocolate notes.

All Out Stout has a RRP of £10.99 for 6x 355ml cans. It joins Athletic Brewing Co.’s core UK range of Run Wild IPA and Upside Dawn Golden Ale.

New launches from Lyre's

lyres agave main

Non-alcoholic drinks company Lyre’s is adding two more spirits to its portfolio: London Pink Spirit and two Agave alternatives, Agave Blanco and Agave Reserva.

Lyre’s Pink London Spirit is a non-alcoholic homage to pink gin, with a bouquet redolent of rosehip, raspberries, and redcurrant.

Meanwhile, Agave Blanco and Agave Reserva are a nod to tequila classics with a mélange of flavors, evoking notes of citrus, peppers, pine, spices, and oak.

All Lyre’s spirits are also 100% vegan, nut-free, and gluten-free.

Mark Livings, co-founder and CEO of Lyre’s Non-Alcoholic Spirits says: “We’re thrilled to introduce Lyre’s Pink London Spirit and two Agave options as the newest members of the Lyre’s family. We understood that gin and tequila’s popularity resides in premium and innovative offerings, formats, and flavors and therefore we couldn’t limit our consumers to just one product. Lyre’s mission is to offer as many non-alcoholic options as there are alcoholic. The addition of agave spirits uniquely positions Lyre’s in the ‘No and Low’ category and continues to evolve drinking culture towards choice.”

The 700ml bottles are available in the UK online, and at bars and retailers across the country.

Big Drop's Big Hello

Big Hello Box

UK alcohol-free brewer Big Drop has launched a new 8-pack variety box to cater for Dry January demand.

The Big Hello Pack contains Big Drop’s most popular 0.5% ABV beers - Paradiso Citra IPA, Pine Trail Pale Ale, Galactic Milk Stout and Uptime Craft Lager, two of each in 330ml cans.

The four signature beers have won over 70 international beer awards between them, including six times ‘World’s Best’ at the World Beer Awards and beating full-strength rivals in blind-tastings.

Rob Fink, Co-Founder and CEO of Big Drop, said: “With up to 10 million people expected to do Dry January this time round, we’re about to see an awful lot of interest in the alcohol-free options out there. This is the time to shine for those with good visibility and a quality product that doesn’t compromise on taste.”

The Big Hello Pack is available exclusively online for £14. Big Drop’s other brews are available in around 2,000 venues in the UK and on shelves in Waitrose, Morrisons and Sainsbury’s; or online with Ocado, Amazon and specialist retailers.

Tuscan Tree Cloudy Elderflower

tuscan tree 2

Tuscan Tree, a premium non-alcoholic Aperitivo which launched in the UK last year, is launching a second variant.

The new launch, Tuscan Tree “Fiore di Sambuco Aperitivo” (cloudy elderflower), is a 0% ABV distilled spirit which has been infused with elderflower blossom and botanicals (including Sicilian lemon, cedar wood oil, juniper peel and berry, orange peel, rhubarb root) and Italian sparkling wine.

Like the original Tuscan Tree Blood Orange, it takes its inspiration from Italy and celebrates the Italian culture of “Aperitivo hour”. Tuscan Tree Cloudy Elderflower will have an RRP of £12 (70cl) and be available across both retail and on-trade channels: starting with Master of Malt from January.

Carl Stephenson, founder of The Bloomsbury Club UK, creators of Tuscan Tree, said: “Since we launched Tuscan Tree in March 2021, we have seen the non-alcoholic sector go from strength to strength and have been delighted with the success of Tuscan Tree Blood Orange within the category. 

"Price point has been key for us, and we are seen as extremely competitive compared to other similar brands, which often retail around 50% more, with pricing aligned to taxable alcoholic equivalents. We will be looking to further extend the range in 2022 and are focused on building a brand which has long-term relevance within the Low and No category.”

Tuscan Tree is made in the style of a classic Italian apéritif. Production uses a traditional copper pot still to produce individual distillates, which have the alcohol removed before blending and bottling. Tuscan Tree is vegan friendly and allergen free, with no artificial flavors, sweeteners or colors. It is designed to be served as a non-alcoholic spritz; one or two measures of Tuscan Tree over ice, topped with tonic or soda.

Non-alcoholic cider

non alc cider

Non-alcoholic cider Bulwark Original is launching in Canada: using a 5-apple blend of Nova Scotia apples. 

“Our non-alcoholic cider appearance is exactly like a sparkling white wine with fine effervescent bubbles,”​ explains the brand. 

“On the nose, it has a subtle apple aroma and hint of fermentation notes that confirm a slight alcohol content in the cider. On the palate, it is crisp with sweet undertones and a light astringent finish. All in all, it is a well-rounded and easy-to-drink non-alcoholic cider that tastes just like the real thing."

The 0.5% ABV cider is packaged in a 355ml can and comes in at 72 calories.

Corona Sunbrew 0.0%

Global beer brand Corona is launching Corona Sunbrew 0.0%: with the non-alcoholic beer containing 30% of the daily value of vitamin D in a 330ml serving.

corona sunbrew

The brand will debut in Canada this month: with the launched aligning with the winter when Canadians receive less sunlight than usual. This will be followed by the UK later this year and then other key markets in Europe, South America and Asia. 

The Sunbrew is made by extracting alcohol from Corona Extra and then blending the non-alcoholic beer with vitamin D and natural flavors. The beer contains a 30% daily value of vitamin D to link in with the brand’s outdoor ethos, coming in at 60 calories per 330ml serving. 

“As a brand that was born on the beach, Corona embraces the outdoors in everything we do, because we believe that outside is where people best disconnect and relax. The feeling of the sun is one of the things that people love most about the outdoors and the Corona brand is always innovating to remind them of that feeling,”​ said Felipe Ambra, Global Vice President for Corona. 

“Now, we’re excited to offer consumers Corona Sunbrew 0.0%, the first non-alcoholic beer with vitamin D, reinforcing our desire to help people reconnect to nature, anytime.” 

Marie Laveau

marie laveau

The founders behind Ceder’s non-alcoholic gin alternative are launching a new non-alcoholic rum brand in the UK.

Marie Laveau is a distilled, non-alcoholic, small batch spiced spirit: featuring ‘a smooth blend of sweet vanilla with a warm spicy finish.’ The brand is inspired and named after Marie Laveau (New Orleans 1801 -1881): who was known as ‘the Voodoo Queen; spiritual healer, mystic and adviser that crossed the social & economic divide.’

The brand was created by Craig Hutchison and Maria Sehlstrom, the founders of Ceder’s non-alcoholic gin and Celtic Soul distilled non-alcoholic dark spirit. The duo have turned their attention to the rum category having seen it crowned ‘the drink of lockdown’ by the UK’s Wine and Spirit Association in 2020 (boasting growth of 38% between April and June 2020), with consumers drinking more cocktails at home.

“We believe that consumers have discovered or rediscovered their love for rum and are now looking to further explore this at home and in the on-trade,”​ says Sehlstrom. “However, combined with the desire to moderate alcohol and sugar consumption we believe that Marie Laveau offers the perfect alternative.”

Marie Laveau has a RRP of £18.99 for a 50cl bottle.

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