Pernod Ricard joins the non-alcoholic spirit market with Ceder’s ‘alt-gin’


Pernod Ricard has managed to straddle two monumental trends with its latest distribution deal, securing the exclusive UK rights to a new non-alcoholic spirit called Ceder’s.

Encompassing the ever-growing gin category and the blossoming no-abv movement, Ceder’s positions itself as an ‘alt-gin’ due to its juniper base.

‘I’d be quite keen to call it gin, but for legal reasons we can’t,’ explained Craig Hutchison, who founded the company with his wife, Maria Sehlström.

‘We both really like the complexity, flavour and versatility of gin, and many of the South African botanicals we use to produce Ceder’s, including buchu and rooibos, work really well in gin,’ said Sehlström.

The couple came up with the idea for Ceder’s in February 2017, seeking to create an adult drinking experience that doesn’t rely on alcohol. Their business joins the likes of Seedlip, Labdanum and Sea Arch in the burgeoning non-alcoholic spirits category.

Ceder’s comes in three varieties, each pairing different botanical ingredients with juniper. Classic, meant to most closely echo a typical gin, marries juniper, coriander and geranium; Crisp combines the standard gin botanical suspects with cucumber and camomile; Wild adds ginger, clove and rooibos to the mix.

All three flavours made their trade debut at Imbibe Live, where they were paired with tonic – a combination that Ceder’s claims as its perfect serve when served with garnishes such as lemon and cucumber.

The alt-gins will be available via The Whisky Exchange from 7 July.

RRP £19.99/50cl (available in cases of six), 

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