The owner of the Sentia Spirits alcohol-free brand has recruited a former AB InBev executive as its MD.
The Social Drinks Co, which is part of UK-based business GABA Labs, appointed Jerome Pellaud as its lead earlier this month. Pellaud (below) left AB InBev in April after 26 years, having finished his tenure with the brewer as global VP of supply chain & product capabilities at its Beyond Beer division.
Details of who Pellaud replaced in the position were not immediately available.
During his quarter-century with the Budweiser owner, he spent seven years in the ZX Ventures business unit, working on building a “portfolio of organic and inorganic early-stage investments across the full spectrum of beverage categories”, according to his LinkedIn profile.
GABA Labs launched Sentia Red, a 0%-ABV aperitif-style spirit, in 2021. The beverage contains alcarelle, a synthetic alcohol compound developed by GABA, which takes its name from the gamma-aminobutyric acid system in the brain. Gamma-aminobutyric acid is a messenger that reduces anxiety, fear and stress.
“We’re building the next generation of social drinks, designed not only around taste and occasion, but around how people want to feel,” said Pellaud. “Through a unique blend of botanicals, Sentia is designed to support the brain’s GABA system, which is associated with relaxation and sociability.
“This role brings together three areas that have shaped my career: beverages, science and innovation. It’s a unique opportunity to help create products that meet changing consumer needs while challenging traditional ideas of social drinking.
“The functional drinks revolution is well underway, and I’m thrilled to be part of the team helping to shape what comes next.”
The Sentia portfolio has expanded to three Gaba expressions, with Black and Gold joining Red. A three-pack (50cl bottles) order carries an online purchase price of GBP86.40 (US$114). The company also produces Sentia Cask, positioned as a “whiskey alternative”, and Sentia Cider. The two sibling brands each have ABVs of 0.5%.
