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Kylie strikes Soho House deal for her alcohol-free fizz
Kylie Minogue launches her 0% Sparkling Rosé in select Soho Houses in the UK and US from this month, as competition revs up for Dry January trade.
Kylie Minogue’s 0% Sparkling Rosé will be poured in all UK Soho House venues, as well as those in New York and Los Angeles, during Dry January and beyond. It’s another coup for the pop princess’ wine brand, which has rocketed to the top of the no-and-low tree in just four years.
Released in October 2022, Kylie 0% Sparkling Rosé is already the number-one-selling premium branded rosé in the UK, with more than one million bottles sold.
This latest high-profile listing builds on Kylie’s existing presence at some of the world’s most premium hospitality establishments including Annabel’s, Louie London and Bemelmans Bar at The Carlyle Hotel in NYC, and is further evidence that alcohol-free wines can be luxury products.
“We’ve been in talks about this with Soho House for around six months, and are thrilled that Soho House has decided to roll out Kylie 0% Sparkling Rosé across its footprint in time for Dry January,” Paul Schaafsma, MD and founder of Benchmark Drinks, which distributes Kylie Minogue Wines, tells the drinks business.
“The Kylie brand has always tried to be at the forefront of styles and trends, and Soho House is premium, current, sophisticated and inclusive, and always showcases fantastic things so it’s a perfect fit.”
Impressive growth
Sparkling is now the fastest growing wine category with a year-on-year growth of 17%, and with the booming trend for ‘zebra-striping‘ set to continue, consumers are increasingly alternating alcoholic sparkling wines with alcohol-free fizz.
Not only this, but drinkers are especially tuned into their health and wellbeing during Dry January, so the fact that Kylie’s pink fizz is not only alcohol-free but also only 22 calories per glass (compared with around 100-120 calories for a glass of alcoholic sparkling wine), means it’s likely to win over even more fans.
Speaking to db, Kylie says: “Our 0% tastes like the wine you may be accustomed to but without the calories you would expect. It still feels utterly celebratory. I am so delighted this is now available in Soho House Venues to enjoy in time for Dry January.”
With distribution now in 31 countries, Kylie’s 0% Sparkling Rosé has, says its UK distributor Benchmark Drinks, driven more than half of the entire growth of the Zero Alcohol wine sparkling category on its own.
Produced using European grapes and hand-picked green tea from the Liu-Da Mountains of Yunnan, China, the wine’s fermentation method reduces sugars by up to 30%, and generates no alcohol.
Sparkling Blanc
In November 2024, the latest addition to Kylie’s 0% range, a Sparkling Blanc, hit shelves. Like her pink fizz, the white version is made without using any de-alcoholisation techniques, such as reverse osmosis.
Instead, its production team uses “good bacteria so the grapes go through the fermentation process but don’t produce alcohol,” says Schaafsma.
“Then we infuse the wine with green tea to bring depth and tannin.”
According to Schaafsma: “Kylie has visited all the wine facilities, been involved in all the final blends, been to all the major trade fairs. It’s clear to the industry that she is committed, and this is something she wants to do for the rest of her life.”
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