May 6, 2021

New ‘affordable premium’ non-alcoholic Aperitivo launches

Tuscan Tree, a new premium, non-alcoholic Aperitivo, is launching in the UK. Developed by the team at The Bloomsbury Club UK, which successfully launched its first non-alcoholic spirit – KvȊst – last year, the 0% ABV product is a distilled spirit infused with real blood orange juice and Italian sparkling wine.

With an RSP of £10.99 (70cl) Tuscan Tree is available across retail and on-trade channels in the UK and select international markets. The competitive price point takes into account the zero-rate tax of a non-alcoholic drink, which compares extremely favourably with both its alcoholic equivalents and other premium non-alcoholic brands already on the market, which typically retail at a 50% higher RSP. Listings are already in place with Master of Malt and Amazon and discussions are underway with leading on-trade groups to put Tuscan Tree at the heart of their non-alcoholic offers.

Inspired by the orange orchards of North-West Italy and the Italian culture of ‘Aperitivo Hour’, Tuscan Tree is made in the style of a classic Italian aperitif.  Production is a complex process, using a traditional copper pot still to produce individual distillates, which have the alcohol removed before blending and bottling. Botanicals with bitter and sweet notes have been selected, including:  cardamon; pimento and cinnamon bark oil, alongside rhubarb root, cinnamon bark and orange-peel. Natural flavours of real blood orange juice, citrus and Italian sparkling wine are further introduced to the blend; resulting in a drink which realistically emulates an authentic Aperitivo flavour profile.  

With its refreshing, bittersweet flavour, Tuscan Tree works particularly well as a spritz, with a large measure (75ml-100ml) topped up with either soda or tonic water and served in a large, ice-filled Copa glass and garnished with a wedge of orange. Tuscan Tree will also be targeted at Negroni lovers, looking for a non-alcoholic alternative.  

Tuscan Tree has mindful drinking values at its core and is vegan friendly and allergen free, with no artificial flavours, sweeteners or colours. It is also low calorie, at 51kcal per 100ml serve when served with a light mixer.

Commenting, Carl Stephenson, Founder of The Bloomsbury Club UK, said: “The launch of Tuscan Tree is the next instalment of our non-alcoholic strategy, following hot on the heels of the launch of Kvîst last year, sales of which far exceeded our expectations, particularly across the e-commerce sector. We are excited to be offering the trade an authentic, competitively priced non-alcoholic Aperitivo, which we feel will have year-round appeal; as a spritz in the Spring and Summer, and in Negroni-style mocktails in the colder months. We are focused on building a brand which has long-term relevance within the Low and No category.”