Holland & Barrett has revealed a number of new alcohol-free listings as part of a strategic move to establish itself as the go-to destination for healthy drinks.
The move is also part of a wider brand refresh for the company as it plans to revamp its image and attract a wider range of customers to its stores.
The health food retailer, which has 800 stores across the country, has announced it will now be listing alcohol-free beers from Big Drop Brewing, Thomson & Scott’s Noughty alcohol-free organic sparkling wine and new 75cl alcohol-free wines from Zera.
It also has a range from Kolibri described as “alcohol-free infusions” in Strawberry & Basil, Elderflower & Lime and Cardamom & Chilli variants.
The company has teamed up with La Maison Wellness founder and mindful drinking advocate Camille Vidal, who will serve as an ambassador tasked with highlighting mocktail recipes made from alcohol-free spirits.
Vidal has created a range of cocktails made with booze-free brands, such as Rum-ish, Gin-ish and Seedlip’s three variants – Garden 108, Spice 94, and Citrus Grove – along with alcohol-free Prosecco, all of which will now be listed in Holland & Barrett.
The retailer’s strategy to boost its alcohol-free offering is part of its aim to become a leading destination for “free-from” shoppers. It has spent a number of years focusing on building a range of groceries which are free from gluten, dairy, wheat, meat, nut and other allergens. It has also built up a collection of free-from beauty products, including zero-waste and vegan brands.
The move marks the first time the retailer has listed alcohol-free beer and will see Big Drop’s recently relaunched 0.5% abv lager available in all its 800 stores. The lager comes in 33cl cans and bottles and will sit alongside Big Drop’s two bestselling beers, its pale ale and stout.
Luke Shutler, head of food at Holland & Barrett, said: “We’re really excited by the quality of alcohol-free beer coming on in leaps and bounds, with brewers like Big Drop innovating and pushing the boundaries. That’s good news for our customers because the demand is certainly out there, plus we think the new can format is going to appeal to those who care about their beer’s carbon footprint as much as its alcohol content.”
Nick Worthington, Big Drop commercial director, said: “Having a presence on the High Street with a partner like Holland & Barrett creates a whole new level of awareness for Big Drop and puts us in a prime position to supply the ever-growing consumer demand for low and no-abv beers.”
The retailer is also ramping up its healthy soft drinks offering by bringing in new and innovative products including Botanic Lab CBD Hibiscus & Sour Cherry Tea Drink; Purdey’s Edge; 25cl cans of Remedy Kombucha in flavours of Raspberry Lemonade, Apple Crisp and Ginger Lemon; various tonics and mixers from Belvoir; and Vita Coco Cold Brew Coffee.
The new soft drinks also fit into the retailer’s plan of enhancing its on-the-go offering, with new ranges to be trialled in six of its biggest London stores later this summer.
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