California-based start-up The Free Spirits Co is targeting the aperitif consumption occasion with the latest addition to its The Spirit Of alcohol-free spirits alternative.
The Spirit of Milano, which has been released in the US this week, has been designed for use in non-alcoholic Negronis. Retailing at US$37 per 750ml bottle, the brand extension joins Free Spirits’ The Spirit of Bourbon, The Spirit of Tequila and The Spirit of Gin expressions.
The aperitif-alternative is fortified with B-Vitamins and Amino acids.
Free Spirits cited unsourced data in its claim that ‘Millennial’ and ‘Generation Z’ consumers are drinking between 20% and 30% less alcohol and “devoting more time to being alcohol-free than any other generation before them”.
Earlier this year, founder & CEO Milan Martin recruited a raft of executives for Free Spirits, including Dave McCarthy, formerly CCO at Molson Coors Beverage Co, as an advisor.
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