Undone: ‘Asia represents one of the most exciting opportunities for the future of no and low alcohol drinking’
German alcohol-free spirits brand Undone joins hands with beverage strategist Nimbility to ride the no and low alcoholic beverage wave across Asia-Pacific.
German non-alcoholic spirits company Undone takes on Asia-Pacific by tapping the expertise of beverage brand strategist Nimbility.
No and low alcoholic beverages have gained significant traction across the region in recent years after the pandemic shone a spotlight towards healthier lifestyle options. Consumers increasingly want more choice when they head out for drinks, with alternatives that address moderation and wellness becoming de rigueur on menus.
Undone was established in Hamburg, officially launching in the summer of 2019 in Brooklyn’s Bar Convent. Since then, it has gained a loyal international following for its patented process that preserves the essential oils, botanicals and complexity in spirits. The classic tastes of gin, rum and whiskey are rebuilt versus simply removing their alcohol, yielding vegan-friendly and gluten-free 0.3% ABV spirits—an amount comparable to the natural alcohol found in grape juice.
Asia expansion
Undone’s portfolio includes alcohol-free spirits, aperitifs, sparkling products and ready-to-drink beverages created with quality, complexity and mixability in mind.
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Undone will work with Nimbility regionally to roll out openings in priority Asia-Pacific markets. In existing markets, they plan to accelerate growth by enhancing distribution and visibility, emphasising promotion of on-trade adoption, bartender engagement, premium positioning, and education-led activation. Further, sensitive route-to-market strategy, distributor partnerships, and brand-building initiatives customised to each country’s culture and dynamics will support Undone’s messaging.
Undone and Nimbility intend to forge a long-term collaboration with the mutual goal of repositioning how non-alcoholic spirits are perceived, mixed and consumed across the region.
‘Exciting opportunities’
“Asia represents one of the most exciting opportunities for the future of no and low alcohol drinking,” said André Stork, founder of Undone. “Consumers across the region are increasingly looking for premium alternatives that fit modern lifestyles – whether that’s health-driven moderation, social inclusivity, or simply better choices behind the bar.”
“The non-alcoholic category in Asia-Pacific is for real now,” stated Ian Ford, co-founder of Nimbility. “We’re seeing genuine and durable interest and growth across the hospitality trade, premium retail and online, and in different ways across Hong Kong, Singapore, Japan, Thailand, South Korea, Australia, and elsewhere. Undone is exceptionally well-placed to thrive in this new arena.”
“Undone fits very naturally into our portfolio,” noted Manuel Arce, Nimbility’s spirits and non-alcoholic director. “It is a brand capable of sitting confidently alongside full-strength spirits on the back bar.”
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