Pernod Ricard UK expands no/low offering with new Celtic Soul

Pernod Ricard UK is building on its successful non-alcoholic spirits offering by launching a brand-new expression, CELTIC SOUL.  Offering a completely new proposition, CELTIC SOUL is a non-alcoholic blend of carefully distilled dark spirits with a smooth blend of sweet vanilla, spices and oak cask wood flavours.

The No & Low category is growing in value +24.2%[1] in the UK Off Trade and is now worth £107.7m.  No & Low Spirits is also growing +374.9%1, significantly outperforming the Total Spirits category in value sales. It is also forecast to increase by 455% in volume sales globally by 2020[2].  CELTIC SOUL is perfectly positioned to fill this market need, tapping into the conscious drinking trend to recruit a new generation of No & Low consumers.

From the team that created CEDER’S, Pernod Ricard UK’s first distilled non-alcoholic spirit, CELTIC SOUL is a smooth blend of sweet vanilla, spices and oak cask wood flavours, making it both aromatic and complex. Bringing attitude and personality to the No & Low category, the progressive and premium brand offers a refined and sophisticated adult drinks experience to those seeking a non-alcoholic alternative.

Craig Hutchison, Founder and Managing Director of CELTIC SOUL, comments: “The mindset of the drinker has changed and to have a sophisticated drink doesn’t mean it has to contain alcohol.  It’s about the ritual, the serve, the taste and the adult price point.  I’m excited to once again partner with Pernod Ricard UK to now bring CELTIC SOUL to market and offer consumers more choice to satisfy the growing thirst for no-alcohol options.”

CELTIC SOUL is best enjoyed as a light and refreshing serve, mixed with ginger ale and garnished with a twist of orange. The whisk(e)y and mixer market has huge global appeal and the opportunity to convert drinkers to the No & Low category is vast.

Ian Peart, Business Development Director for Pernod Ricard UK, says: “With the No and Low category showing double digit growth in both value and volume, this is a dynamic area for Pernod Ricard UK.  The category currently lacks a compelling dark spirits offering and we are excited to partner with CELTIC SOUL to bring the brand to market.  Since launching CEDER’S in July 2018, we have seen encouraging results and as of March 2019, CEDER’S is a £1m brand, so we’re excited to be extending our current non-alcoholic offering at a time when the No and Low market continues to gain momentum.”

Available in 70cl bottles, CELTIC SOUL will be available exclusively in Sainsbury’s from 22nd July 2019 and carries an RRP of £25.

[1] Nielsen Scantrack MAT w/e 05.01.19

[2] IWSR (2018 vs 2020 forecast)