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Pernod buys majority stake in alcohol-free ‘spirit’ Ceder’s

French drinks giant Pernod Ricard has bought a majority stake in alcohol-free ‘spirit’ brand Ceder’s for an undisclosed sum.

The alcohol-free gin alternative was created by husband-and-wife team Craig Hutchison and Maria Sehlstrom in 2017 from South African botanicals found growing in the Cederberg mountains and Swedish water.

A year later Pernod Ricard entered the no and low arena when it partnered with Ceder’s to launch the brand in the UK as its exclusive distributor and marketer. Within the original agreement, Pernod did not have an equity stake in the brand.

“Ceder’s has been a success in the no/low category as consumers have embraced the joy of missing out, and the brand maintains the number two position within the category,” Pernod Ricard said in a statement.

“Following the majority stake purchase, global marketing of Ceder’s will be driven from Paris and the brand will continue to expand through Pernod Ricard’s extensive global distribution network,” the statement added.

Priced at £19.99 for a 50cl bottle, the Ceder’s range includes the juniper forward Classic, the citrus-scented Crisp, Wild, made with ginger and rooibos, and the recently released Pink Rose.

The brand made its debut in the US last year and is now on sale in over 24 markets. It recently partnered with UK TV and radio presenter Fearne Cotton on a Dry January campaign.

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