Non-alcoholic start-up Dionilife has unveiled two new brands that will join its stable.
The company, which commenced trading with one brand, an alcohol-free beer, Mash Gang, in September, has created a no-alcohol agave-based spirit and “Mediterranean aperitif”. The pair, La Borosa and Pavari 17 (below), respectively, will be joined by premix RTD versions at launch this month.
La Borosa, which is positioned as a non-alcohol equivalent of a blanco tequila, will be joined by La Borosa Margarita and La Borosa Paloma, while vermouth replacement Pavari 17 will be augmented by Pavari 17 Spritz. All three premixes will sit alongside 70cl versions of their ‘full-strength’ parents in Colorado and the UK, prior to hitting “additional US markets soon after”.
The two brands have been created by Dionilife co-founder Steve Wilson, who formerly held the position of innovation director at Diageo.
“Our aim was to create drinks that taste as good – or better – than their alcoholic counterparts,” said Wilson. “That meant starting from scratch, not imitating.”
Speaking to Global Drinks Intel last year, Dionilife’s other founder, Damian McKinney, said the private equity-backed company will “try to work with” the approach taken by younger LDA consumers to alcohol going forward.
“The way in which people are engaging with adult beverages is going to be very different in ten years’ time to the way we’re experiencing it today,” he said.
