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Mocktail Beverages sets out 2021 expansion plans

Mocktail Beverages has set out its plans for expansion following a successful 2020 launch.

The producer of ready-to-drink alcohol-free cocktails aims to cater to the growing number of adults looking to reduce their alcohol consumption, but who are seeking sophisticated alternatives.

In 2020 it signed distribution deals in on and off-trade channels in the UK, USA and Asia, including a lucrative UK deal with Craftwork. It has kicked off 2021 with a listing with Selfridges, secured in time for Dry January. The luxury retailer opted to stock all four of its products: the Mockapolitan, Mockarita, Mockscow Mule and Sansgria.

It also has four new products being developed by head mixologist Ezra Star, an internationally renowned mixologist hailing from the US. The new flavours will include tea-based and Martini-inspired variants.

Mocktails Beverages' drinks are low in sugar and calories, made without artificual ingredients and preservatives, and are gluten-free and vegan. They are designed to be served like a premium cocktail - shaken with ice and served in appropriate glassware with garnishes.

Ed Gerard, director of global business development at Mocktail Beverages, said: "We are delighted that Mocktails has been listed by Selfridges, a retailer renowned for its innovation, at a time when the no and low sector is gaining significant traction in the UK.

"We will be looking to further expand distribution throughout the retail and on-trade sectors this year, a year which we believe will be absolutely pivotal for this sector. 

"Whether someone is abstaining indefinitely or trying 'Dry January', this isn't about giving something up; instead it's about elevating the drinking experience of those sober-curious consumers."  

18 January 2021 - Bethany Whymark