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Empress 1908 Gin, currently ranked as the number one ultra-premium gin in the U.S., has announced its strategic entry into the zero-proof market. The brand has unveiled Empress 1908 0.0 Indigo, a non-alcoholic spirit designed to replicate the botanical complexity of its flagship offering.
The launch is timed to capture the pre-Dry January momentum, targeting the growing demographic of "mindful drinkers" and the expanding demand for sophisticated alcohol-free cocktail options.
Phil Lecours, Master Distiller at Victoria Distillers, commented on the technical challenge of the new product:
"We dedicate the same craftsmanship to Empress 1908 0.0 Indigo as we do to all our award-winning gins. Guided by the essence of our flagship Indigo Gin, we brought together distinctive botanicals to create a harmonious and elevated alcohol-free spirit."
Formulation and Flavour Profile
Crafted by the Master Distiller at Victoria Distillers—one of Canada's oldest artisan distilleries—the new expression prioritises natural ingredients to maintain the brand's reputation for quality.
Botanical Blend: The spirit features a curated mix of juniper, grapefruit, and the brand’s signature butterfly pea flower.
Tasting Notes: The profile offers notes of citrus and subtle spice, balanced with soft florals.
Composition: The blend is harmonised with filtered water and a touch of cane sugar to provide mouthfeel and balance without the alcohol content.
Market Drivers and Consumer Trends
The decision to expand the portfolio is supported by compelling market data regarding consumption habits. The company cites that 92% of non-alcoholic drinkers also purchase traditional spirits, indicating a shift towards "moderation" rather than total abstinence.
Furthermore, interest in alcohol-free spirits has surged by 55% over the last 12 months, and the popularity of mocktails has more than doubled since 2021.
Eric Dopkins, CEO and Chairman of Milestone Brands, addressed the strategic necessity of the launch:
"Today's consumer is evolving, showing more interest in zero-proof options than ever before. As a direct response, Empress 1908 0.0 Indigo offers a sophisticated alternative that makes distinctive zero-proof cocktails effortless and delicious."
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