Swiss alcohol-free spirits company Rebels 0.0% has stepped into the travel retail channel in collaboration with business development agency Blueprint. The alternative beverage specialist also plans to bolster its presence in Denmark’s domestic market through this partnership.
The company has already secured duty free listings aboard four ships with Finnish cruise and ferry operator Viking Line. In the Danish domestic market, Blueprint has assigned leading drinks distributor Drinx to open up the market for Rebels 0.0%.
Rebels 0.0% offers double-distilled alternatives to classic spirits and other alcoholic beverages such as gin, rum, whiskey and amaretto. It makes alcohol-free spirits and liqueurs alternatives using natural botanicals.
The Zurich-based company combines traditional and innovative production methods to create the typical flavours expected of certain spirits while highlighting the botanical aromas.
“We are convinced that Rebels 0.0% will significantly expand the relatively young market segment of alcohol-free alternatives,” said Blueprint Partner Karl Walter. “Today, Gen Z accounts for 9% of travellers in airports – by 2028 this generation will be the biggest consumer group in travel retail.
“With a bigger appetite for sustainable products and novelty shopping experiences, Rebels 0.0% sits well with Gen Z consumers.”
Blueprint Partner Antonio Saldanha de Oliveira commented: “In Denmark, we have already placed Rebels 0.0% with Manon Les Suites and Axel, two five-star eco-friendly hotels; Copenhagen’s Arch, among the best premium nightclubs in Scandinavia; and Kjær Sommerfeldt, a major off-trade wine/spirits specialist. We are excited about announcing more premium listings shortly.”
Rebels 0.0% Co-Founder Janick Planzer added: “As ‘dry January’ approaches, we expect to see a strong uptake of Rebels 0.0% in the closing months of the year.
“In the run-up to Christmas, more and more consumers are looking for innovative and sophisticated ways to enjoy classic drinks and cocktails, but without the alcohol. We believe our products taste good enough to sit alongside their alcoholic counterparts.”
The result is a portfolio of drinks that has all the flavour of their alcoholic counterparts, ranging from a spritz and a gin & tonic to whisky sour. The Rebels 0.0% range currently includes: Dark Spice, Botanical Dry, Sweet Amaretti, Dolce Spritz and Malt Blend.
Rebels 0.0% products also secured awards at the recent International Spirits Challenge and Class Magazine’s Bartenders’ Brand Awards. At the Bar Convent Berlin, the brand was shortlisted in the ‘Best New Product’ category.
“Whiskey is the ‘holy grail’ in the alcohol-free sector and the ultimate test in terms of flavour,” concluded Saldanha de Oliveira.
“We are confident Rebels 0.0% has produced something distinctive that will wow consumers. For many mixologists, it will be an exciting experience to rethink classics with Rebels 0.0% alcohol-free drinks.” ✈
