William Grant & Sons launches first ultra-low ABV spirit

By Robert Mann contact

- Last updated on GMT

Low spirit: William Grant & Sons has released an ultra-low alcohol spirit targeted at those wanting to moderate their drinking
Low spirit: William Grant & Sons has released an ultra-low alcohol spirit targeted at those wanting to moderate their drinking
Spirits giant William Grant & Sons has launched its first ultra-low alcohol spirit.

The spirit (0.5% ABV), which has a recommended retail price of £25 per bottle, was created by Lesley Gracie, William Grant & Sons' master distiller.

So far there are two products in the Atopia range: Spiced Citrus and Wild Blossom.

The spirits company has uploaded two tutorials to YouTube demonstrating how to use its new products.

Gracie said the distillates were “selected and combined with care and precision, meaning you can pick out each flavour separately whilst no one flavour dominates over the other.”

Tom Stannard, the firm’s global marketing manager, said: “We’re extremely excited to be launching our first ultra-low alcohol spirit.

“Moderation shouldn’t feel like compromise – it should enable you to do more and with Atopia people can now fully embrace mindful consumption.”

A number of large-scale drinks firms are beginning to enter the no-alcohol spirits category, which has grown rapidly since the launch of Seedlip in 2015.

No less than 10 separate non-alcoholic spirits were showcased at London's Mindful Drinking Festival last year, while Alex Carlton – founder of cocktail mixer company Funkin – entered the low-and-no category with two zero-proof spirits of his own last year.

Related topics: Spirits & Cocktails

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