Waitrose and Partners debuts non-alcoholic aperitif Æcorn, segment sees 82 percent growth

08 Aug 2019 --- UK grocery chain Waitrose and Partners has launched a non-alcoholic aperitif, Æcorn, now the sister brand of the company’s branded distilled non-alcoholic spirit, Seedlip. Sales of no- and low-alcohol drinks have been on the rise for the past five years with Waitrose reporting a 180 percent rise in sales year-on-year. More specifically, Waitrose.com has seen searches for non-alcoholic spirits and aperitifs increase by 2,140 percent and 82 percent respectively, compared to last year.

Alcohol reduction has become a key platform in the “balancing act” trend that the food and beverage industry has been addressing for several years, notes Innova Market Insights. Lightness in alcohol content, sweetness, flavor and texture, as well as portion size, is gaining momentum in alcohol-based beverages, as consumers continue to look for ways to eat and drink more healthily and “lightly.”

Originating as 17th century English herbal remedies, aperitifs are traditionally consumed before a meal to whet the appetite. Practices uncovered in 17th century text “The Art Of Distillation” have influenced the Æcorn process, ingredients and recipe, notes Waitrose.

Blended and bottled in the UK, the three aperitifs are made from “100 percent English-grown grapes” (Pinot Noir, Meunier and Chardonnay), pressed early and blended with “appetite stimulating” herbs, roots and bitter botanicals, forming a collection of bold, bittersweet and complex non-alcoholic aperitifs, Waitrose says. 

The collection contains:

• Æcorn DRY - “Dry, floral and herbaceous” with notes of clary sage and chamomile. “Crisp and refreshing, finishing with complex notes of black tea, quassia and oak.”
• Æcorn BITTER - “Bitter, complex and citrusy” with notes of grapefruit, bay leaf and orange. “Bold and bittersweet” with lingering notes of quassia, honeycomb and oak.
• Æcorn AROMATIC - “Aromatic and complex” with notes of smoked cherrywood, vanilla, kola nut and chinotto. “Full-bodied and silky smooth,” finishing with warming notes of clove, cassia and oak.

“We know our customers are becoming more interested in no- and low-alcohol drinks, and the innovative flavors and techniques used in Æcorn will be able to offer them a premium non-alcoholic drinking experience,” notes Pierpaolo Petrassi MW, Head of Drinks Buying at Waitrose and Partners.

“We are thrilled to be following in Seedlip’s footsteps and breaking new ground in the category they created. Since Seedlip’s launch, the world of non-alcoholic has shown itself to be dynamic and exciting, and we hope that the introduction of Æcorn Aperitifs to Waitrose and Partners will now give everyone who is not drinking a seat at the table,” comments Claire Warner, Managing Director of Æcorn Aperitifs.

Alcohol-reduction sparks interest in younger consumers
Consumption habits have changed significantly over the last decade and today people under the age of 35 consume much less alcohol than previous generations. The industry is seeing younger, health-conscious and more open-minded individuals leaning towards new beverage creations from the craft segment, and ready-to-drink (RTD) cocktails with reduced-alcohol content and natural ingredients.

This year, the reduced alcohol space is further expected to proliferate with new offerings, as consumers seek more healthful ways of social drinking. The use of new flavors for craft beverages will make particular waves in the beverage space, as NPD will be pushed by botanicals, herbs and floral flavors.

In June, Wine Water, Ltd. launched Chardonnay and Cabernet Sauvignon-essence water in a bid to refresh the “infused water” landscape and keep pace with the demand for alcohol-free and all-natural beverages. The two beverages are comprised of purified water and the “hidden nutritional benefit” of upcycled wine grape residue, transforming the leftovers from the winemaking process into aromatic, indulgent essence waters.

While the demand for “light” or reduced-alcohol drinks is gaining traction in 2019, the movement has enjoyed time in the spotlight for some time. The teetotaller trend has been gathering momentum, demonstrated through the innovations of significant beer manufacturers, such as Heineken and Guinness, who have adapted their marketing of lighter-alcohol drinks towards the more mainstream consumer.

In January 2018, Guinness launched its first non-alcohol lager, “Open Gate Pure Brew,” touted as a full-flavored, non-alcoholic lager. Heineken 0.0 hit the shelves in Barcelona, Spain in May 2017 and has since been released in over 30 countries. By targeting millennials and young professionals, there has been a substantial increase in the uptake in the sales of low- and no-alcohol beverages.

And in August 2018, Heineken launched Hi-Fi Hops, a new beer-like beverage from California beer brand Lagunitas, which is made with THC, the primary psychoactive ingredient in cannabis, as a replacement for alcohol. According to Heineken, the launch was part of a growing trend of established companies diving into the marijuana industry. 

By Benjamin Ferrer