European distiller Stock Spirits Group is set to broaden its horizons by entering the non-alcoholic spirits market with a new 0% ABV gin-style offering.
Announcing its foray into the non-alcoholic segment, Stock Spirits CEO Jean-Christophe Coutures revealed that the product, under the brand Finsbury, will debut in Germany in June this year. Finsbury, known for its diverse gin range including London Dry and Finsbury 47, will now introduce a non-alcoholic alternative, catering to evolving consumer preferences.
Following its German launch, Stock Spirits intends to introduce the product to “other markets” across Europe later in 2024. Priced at €11.99 ($13.12), aligning with the existing Finsbury range, the alcohol-free variant will be available both at retail outlets and on-premise locations.
Coutures shed light on the company’s approach to innovation, stating that investments have been directed towards developing technology for non-alcoholic products at its new distillery in Lublin, Poland, scheduled to commence operations in May. The strategic investment includes a micro-distillery aimed at facilitating experimentation and refining techniques to ensure the product meets consumer expectations.
Addressing the challenges encountered in crafting and marketing low-and-no alcohol beverages, Coutures emphasized the importance of maintaining product integrity. With regards to the 0% alcohol gin-style spirit, Coutures stressed the significance of preserving the essence and taste profile synonymous with gin, acknowledging the inherent difficulties in replicating the flavor of alcoholic beverages in non-alcoholic iterations.
While Stock Spirits’ venture into non-alcoholic spirits marks a new chapter for the company, it already boasts a strong presence in lower-alcohol products. Coutures highlighted the performance of the company’s lower alcohol offerings as instrumental to its growth in 2023, particularly in markets such as Paris and Czechia, where Stock Spirits managed to defy negative trends through its flavored vodka propositions.
As Stock Spirits embarks on this journey into the non-alcoholic realm, Coutures reaffirmed the company’s commitment to innovation while staying true to the essence of the categories it operates in. With the introduction of the Finsbury non-alcoholic spirit, Stock Spirits aims to cater to evolving consumer preferences and expand its footprint in the dynamic spirits market.
