Non-alcoholic spirit brand launches third tipple
This follows the success of the brand’s first flavour Spice 94 in 2015 and its second variant, Garden 108, less than a year afterwards, entering the market in May 2016.
Grove 42 is the third non-alcoholic spirit to join the Seedlip family. The drink is a “celebration of the orange, an adult, citrus blend of copper-pot distillates including bitter orange, mandarin, blood orange, lemongrass, ginger and lemon”.
The new spirit aims to deliver a bright, year-round flavour profile with orange zest and mandarin pith top notes, juicy blood orange undertones and spice character from the lemongrass and ginger.
Sunshine in a glass
Seedlip suggests Grove 42, which is sugar, calorie and sweetener-free, should be paired with soda and an orange twist, hailing it “sunshine in a glass”.
The booze-free spirit is available in 700ml bottle and is named Grove 42 because 1542 was the year the word ‘orange’ was first used to describe the colour as well as the fruit.
In 2016, Seedlip founder Ben Branson announced plans to expand into the US, following the brand’s successful launch the previous year.
A rise in consumer interest in the UK and overseas in alcohol-free drinks had led Branson to develop the botanical distilled liquid, which also made headlines in the US, he told The Morning Advertiser.
Adult flavours
“We get quite a lot of people writing in to us saying their Monday to Wednesday drink when they get in from work is a Seedlip and tonic,” he said.
“Consumers are looking for non-alcoholic drinks that aren’t sugary, boring or the standard orange juice. They want adult flavours.”
Like in the UK, US drinkers are turning to 'less, but better' alcohol choices, as the on-trade spirits category garners more consumer interest.
“We will be the first alcohol-free spirit to launch in the US, as far as I am aware,” continued the spirits entrepreneur, who is a teetotaller.
