Pernod Ricard UK has added the first new flavour to its CEDER’S range since the non-alcoholic brand was launched in 2018.
Using natural botanicals of juniper, rose and hibiscus, the new floral flavour is pink in colour, tapping into the growing trend for such drinks.
The brand highlighted that flavoured gin accounts for 72% of spirits growth and with 30% of consumers claiming they are moderating their alcohol consumption, CEDER’S Pink Rose provides an offering that “satisfies the drinking behaviours of consumers today”.
Maria Sehlstrom, co-founder of CEDER’S, commented: “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.”
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.”
CEDER’S Pink Rose is available in 50cl format (RRP £19.99) and will be launching exclusively in Sainsbury’s and Tesco.