Seedlip launches third low ABV spirit with orange twist

Seedlip has added a third product to its range of de-alcoholised spirits, this time infused with orange-based botanicals, as consumers shift towards drinking “less, but better”

Grove 42 is a “celebration of the Orange”, according to the brand; a citrus blend of copper-pot distillates including bitter orange, mandarin, blood orange, lemongrass, ginger & lemon.

Ben Branson, founder of Seedlip, said: “We are very excited to be launching Seedlip Grove 42. It marks an important focus on both the fascinating world of the Citrus genus as well as soda as a signature mixer allowing Grove to truly shine in a completely sugar and alcohol free cocktail.”

The spirit will be available at independent and high-end retailers such as Selfridges and Daylesford, as well as Seedlip’s own website, for around £27.99.

Over the past 12 months there has been a notable shift in consumer attitudes to alcohol, with Brits more inclined to drink “less, but better,” Caspar McRae, UK marketing director of drinks giant William Grant & Sons, told reporters at the firm’s annual market report launch this month.

A 2017 survey by Drinkaware found that nearly one fifth of UK drinkers say they are cutting down their drinking habits.

As a result, many drinks firms have invested in de-alcoholised spirits; a small but growing niche in the market.

Following the launch of Seedlip’s first botanical drink in 2015, Distill Ventures, a Diageo-funded spirits innovation group, bought a minority stake in the business in 2016.

And earlier this month Pernod Ricard signed a deal to launch and distribute South African/Swedish brand Ceder’s in the UK, which describes itself as a “non-alcoholic alt-gin made with classic gin and South African botanicals”.