Alcohol-free beer, gin and rum go on sale in Holland & Barrett

Health food retailer Holland & Barrett is hoping to cash in on the alcohol-free drinks trend with a string of new listings.

La Maison Wellness founder Camille Vidal will serve as a brand ambassador for Holland & Barrett’s new range of alcohol free drinks.

ISH Spirits were announced as part of the new Holland & Barrett product range on 5 July. ISH is a new drinks brand from Denmark, using natural ingredients to provide alcohol-free alternatives for gin and rum, called GinISH and RumISH respectively.

Danish entrepreneur, Morten Sørensen, created ISH spirits to provide an alcohol-free option for those who “can’t or don’t always have the desire to drink alcohol, but crave the same familiar flavours,” according to the brand.

Fiona Davies, Holland & Barrett’s food buyer, said the alcohol-free spirits are “an important part of our new product range.

“It’s been exciting to work with a relatively new and ambitious company like HG&S Ltd to open up access to innovative brands.”

In addition to the Danish spirits, the health food store has also announced it will now sell alcohol-free beers from specialist UK brewer Big Drop, Thomson & Scott’s Noughty alcohol-free organic sparkling wine and new 75cl alcohol-free wines from Zera, produced by French wine company Pierre Chavin.

It marks the first time the retailer has sold low ABV beer, recently launching Big Drop’s 0.5% lager in all 800 of its stores.

The retailer has also teamed up with La Maison Wellness founder Camille Vidal, who will serve as a brand ambassador for Holland & Barrett’s new range of alcohol free drinks.

Vidal said: “Working with Holland & Barrett is a thrilling time for both myself and the brand, we both share a conscious decision to live more mindfully and I can’t wait for people to try my creations and have a go at making them at home!”