Stoli Group has made a ‘no & low’ play, taking a stake in US-based alcohol-free brand The Pathfinder Hemp & Root.
The “strategic investment”, specific size and cost details of which were not disclosed, represents the Stoli vodka brand owner’s move to capitalise on what it calls a “massive shift in the culture of socialisation”. The transaction also represents the group’s debut in no- & low-alcohol spirits.
The Pathfinder is produced from fermented and distilled hemp. The distillation process takes in botanicals “common in traditional amaros and gins”, according to the brand’s owners, which include Guy Escolme, who spent 16 years with Diageo, rising to become Johnnie Walker global brand director.
The 0% ABV spirit is available in the US for US$39.99 per 70cl bottle.
We are excited about investing in The Pathfinder Hemp and Root and the diversification it brings to the Stoli Group portfolio,” said Stoli Group CEO Damian McKinney. “The Pathfinder is a true trailblazer in the zero-proof category and as this massive shift in the culture of socialization continues, The Pathfinder and Stoli Group combo creates limitless possibilities.”
Almost a year ago, Stoli Group outlined plans to expand the geographical reach of the Tulchan Gin brand.
