Pernod Ricard launches premium non-alcoholic portfolio in the Middle East
The curated range brings a new dimension to social occasions where celebration and inclusivity take center stage
Pernod Ricard, the world leader in premium international wines and spirits proudly introduces its premium non-alcoholic portfolio to the Middle East, addressing the region's growing demand for refined and inclusive beverage options.
With a focus on the UAE, KSA, and Kuwait, the curated range brings a new dimension to social occasions where celebration and inclusivity take center stage.
Ceder's, an award-winning non-alcoholic botanical drink, leads the portfolio. Ranked among the world's top 10 non-alcoholic spirit drinks, Ceder's Classic and Ceder's Rose are crafted with seven handpicked botanicals, including juniper, coriander, rooibos, and hibiscus. These alcohol-free, sugar-free, and gluten-free variants offer a sophisticated and refreshing taste, making them perfect for 0.0% cocktails, enjoyed on their own or paired with a meal.
Ceder's is also the official and exclusive non-alcoholic spirits partner of MENA's 50 Best Restaurants, reinforcing its commitment to the culinary and beverage industry in the region. This partnership highlights Ceder's role in promoting premium, inclusive beverage options alongside the region's finest dining experiences.
Joining the lineup is Beefeater 0.0% and Jacob's Creek Sparkling 0.0. Beefeater 0.0% maintains the brand's iconic citrus and juniper-forward profile but without the alcohol, creating a perfectly balanced and refreshing drinking experience. The nose profile is characterized by a dominant presence of citrus aromas, notably orange and lemon, accompanied by underlying botanicals like juniper, coriander, and angelica.
Joining the lineup is Beefeater 0.0% and Jacob's Creek Sparkling 0.0. Beefeater 0.0% maintains the brand's iconic citrus and juniper-forward profile but without the alcohol, creating a perfectly balanced and refreshing drinking experience. The nose profile is characterised by a dominant presence of citrus aromas, notably orange and lemon, accompanied by underlying botanicals like juniper, coriander, and angelica.
Jacob's Creek Sparkling 0.0 Classic White and Rose has been specially crafted for those who are looking for an alternative 0.0% alcohol wine to enjoy during special moments. To be enjoyed by itself or as an ideal pairing for a meal, this refreshing and elegant drink showcases Australian grapes at their very best.
Distribution in the Middle East is supported by trusted local partners, with Drink Dry leading the charge in the UAE. As the region's premier marketplace for non-alcoholic beverages, Drink Dry ensures the accessibility of Ceder's and other premium offerings, catering to a diverse audience of consumers who value quality and innovation. Ceder's will soon be available at major retailers, including Carrefour, Spinneys, Waitrose, and more. As for distribution and route to market, the group has selected three exclusive partners for the non-alcoholic portfolio, chosen for their expertise and business potential: Drink Dry in the UAE, Raya Food Service in KSA, and Action Trading in Kuwait.
By launching its non-alcoholic portfolio in the Middle East, Pernod Ricard underscores its dedication to innovation and inclusivity, setting a new standard for premium non-alcoholic beverages in the region. This milestone represents a significant step forward in creating memorable moments for all, reflecting the Group's commitment to celebrating life in all its forms.
Hashtags
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Zawya
12-03-2025
- Zawya
India authority orders New Delhi city to reconsider Pernod license rejection
NEW DELHI: An Indian appeals authority ruled that the city of New Delhi must reconsider its refusal of a liquor license request by France's Pernod Ricard , rejecting its justification the company had a criminal background, the order seen by Reuters showed. India accounts for a tenth of Pernod's group sales, and its business in New Delhi - an urban tourist hub considered a showcase market for premium brands - had previously contributed around 5% of its sales in the country. Retail sales of Pernod's brands, which include Chivas Regal, have been prohibited in the Indian capital since 2022, however, with authorities repeatedly denying it a license citing ongoing investigations into suspected violations of liquor regulations. The decision by New Delhi's court of the Financial Commissioner, which stated the company could not be penalised before those legal proceedings had been completed, now requires local authorities to reconsider Pernod's application. "There has to be a conviction beyond doubt by a court of law before any adverse opinion or action can be taken," said order by Financial Commissioner Chetan B. Sanghi. "It will be in the fitness of things if the Commissioner of Excise revisits." The 29-page decision dated February 13 is being reported by Reuters for the first time. In a statement, Pernod told Reuters it welcomed the decision and was committed to working with authorities to "secure our license and resume operations in Delhi at the earliest." "We now look forward to a timely and favourable resolution," it said. New Delhi city authorities did not respond to a Reuters for comment. India's federal financial crime fighting agency accuses Pernod of indirectly investing in city retailers, in return for boosting its market share in the key regional market in 2021. Pernod denies any wrongdoing. The case is ongoing. An internal investigation ordered by Pernod concluded that top executives violated the law by colluding with New Delhi alcohol retailers, even as its representatives denied wrongdoing publicly and in court, Reuters reported in December. Pernod also faces several other regulatory challenges in India, including two antitrust cases and a tax demand for nearly $250 million for alleged undervaluation of imports. (Reporting by Arpan Chaturvedi; Editing by Joe Bavier)
Khaleej Times
12-03-2025
- Khaleej Times
UAE: Demand for non-alcoholic beverages sees more companies launch dry drinks
Globally, the demand for alcoholic drinks is going down, as more people start to make conscious health decisions. Diageo, one of the largest alcoholic beverage companies, recorded a 56 per cent increase in their non-alcoholic drinks portfolio. Religious concerns, alcoholism and health risks are among the major reasons for people to gravitate towards 'dry' drinks. In the UAE, when 0.0% drinks marketplace Drink Dry launched, there weren't many options for dry drinks. When Erika Doyle, the company's founder and CEO, was getting ready to prepare shipments of two products — non-alcoholic beer and sparkling wine — she did not have high expectations. 'Worst case scenario, nobody is going to buy it, and I just have to drink it all myself or give it to friends, host a lot of parties and lose a bit of money if the product expires,' she told Khaleej Times. However, the products took off and Doyle had to fly in more shipments as demand skyrocketed. This was back in 2021, and fast forward to today, the market is ever expanding. In the UAE, the non-alcoholic beer market is expected to grow annually by 3.80 per cent in the next four years, with revenues totalling $94.6 million in 2025, according to Statista Market Insights. Doyle started the online store as she didn't consume alcohol and other beverage options usually consisted of soft sugary drinks. When she first moved to the country six years ago, 'it genuinely felt like travelling back in time where there was just nothing available for an adult consumer who was health conscious and liked to socialise'. Accidental Brewing Majlis Craft Arabian Ale, a UAE-grown business, looked back in time to the region's history for inspiration. According to its company's founder, around 10,000 years ago in the Arabian Peninsula, the ale was 'accidentally' brewed after fragments of liquid were left over from preparing flatbread. Due to the hot weather, the bread underwent a process of fermentation, and back then because resources were scarce, the people couldn't afford to throw away the liquid. So, they conserved it, added more water to the mixture, and consumed the liquid. The company's founder, Igor Sergunin, said though the people that drank the ale didn't know it at the time, the fermented beverage had health benefits which helped with digestion and gut health. Sergunin wanted to differentiate his product from others in the market. Instead of traditionally brewing the malt and then removing the alcohol, Majlis uses a more time-consuming and costly technique of brewing it without alcohol from start to finish. 'It's all about the math,' Sergunin said. 'Usually, when you do the alcoholic brewing, you have the recipe, but most of the things you're doing by the taste. But in our situation, it's more about the malt.' 'Perfect Market' In addition to homegrown brands, some international alcoholic companies are seeing the UAE as an attractive market to sell their non-alcoholic beverages. United Dutch Brewery decided to bring their '3 Horses' non-alcoholic malt beverage into the UAE over 30 years ago 'because we saw the opportunity,' manager of trade marketing Elske Den Besten said. Others, like the European brewing company TCB Beverages, are also trying to enter the UAE market. Alex Kleon, managing director at TCB Beverages, said, 'For us, it's an additional new business category to go into the soft drink, alcohol-free, malt drink, beverages. We have that in Germany already, but I think this is the perfect market for it.'
Khaleej Times
05-03-2025
- Khaleej Times
Pernod Ricard launches premium non-alcoholic portfolio in the Middle East
The curated range brings a new dimension to social occasions where celebration and inclusivity take center stage Pernod Ricard, the world leader in premium international wines and spirits proudly introduces its premium non-alcoholic portfolio to the Middle East, addressing the region's growing demand for refined and inclusive beverage options. With a focus on the UAE, KSA, and Kuwait, the curated range brings a new dimension to social occasions where celebration and inclusivity take center stage. Ceder's, an award-winning non-alcoholic botanical drink, leads the portfolio. Ranked among the world's top 10 non-alcoholic spirit drinks, Ceder's Classic and Ceder's Rose are crafted with seven handpicked botanicals, including juniper, coriander, rooibos, and hibiscus. These alcohol-free, sugar-free, and gluten-free variants offer a sophisticated and refreshing taste, making them perfect for 0.0% cocktails, enjoyed on their own or paired with a meal. Ceder's is also the official and exclusive non-alcoholic spirits partner of MENA's 50 Best Restaurants, reinforcing its commitment to the culinary and beverage industry in the region. This partnership highlights Ceder's role in promoting premium, inclusive beverage options alongside the region's finest dining experiences. Joining the lineup is Beefeater 0.0% and Jacob's Creek Sparkling 0.0. Beefeater 0.0% maintains the brand's iconic citrus and juniper-forward profile but without the alcohol, creating a perfectly balanced and refreshing drinking experience. The nose profile is characterized by a dominant presence of citrus aromas, notably orange and lemon, accompanied by underlying botanicals like juniper, coriander, and angelica. Joining the lineup is Beefeater 0.0% and Jacob's Creek Sparkling 0.0. Beefeater 0.0% maintains the brand's iconic citrus and juniper-forward profile but without the alcohol, creating a perfectly balanced and refreshing drinking experience. The nose profile is characterised by a dominant presence of citrus aromas, notably orange and lemon, accompanied by underlying botanicals like juniper, coriander, and angelica. Jacob's Creek Sparkling 0.0 Classic White and Rose has been specially crafted for those who are looking for an alternative 0.0% alcohol wine to enjoy during special moments. To be enjoyed by itself or as an ideal pairing for a meal, this refreshing and elegant drink showcases Australian grapes at their very best. Distribution in the Middle East is supported by trusted local partners, with Drink Dry leading the charge in the UAE. As the region's premier marketplace for non-alcoholic beverages, Drink Dry ensures the accessibility of Ceder's and other premium offerings, catering to a diverse audience of consumers who value quality and innovation. Ceder's will soon be available at major retailers, including Carrefour, Spinneys, Waitrose, and more. As for distribution and route to market, the group has selected three exclusive partners for the non-alcoholic portfolio, chosen for their expertise and business potential: Drink Dry in the UAE, Raya Food Service in KSA, and Action Trading in Kuwait. By launching its non-alcoholic portfolio in the Middle East, Pernod Ricard underscores its dedication to innovation and inclusivity, setting a new standard for premium non-alcoholic beverages in the region. This milestone represents a significant step forward in creating memorable moments for all, reflecting the Group's commitment to celebrating life in all its forms.
