This January, premium non-alcoholic spirit CEDER’S, will be tapping into the health and wellness interests of consumers with a digital-first campaign inviting consumers to Strike the Balance. Ambassador and yoga aficionado Cat Meffan will help grow awareness of the brand, whilst CEDER’S will be hosting an at-home wellness retreat featuring a programme of mindful activities hosted by top names including television and radio presenter Fearne Cotton and chef and wellness expert Jasmine Hemsley.

CEDER’S will kick-off the new year with a virtual retreat on Saturday 9th January that will excite and engage health and wellness fans. The ticketed retreat will offer a unique programme of content including an inspirational talk from Fearne Cotton, a relaxing yoga session with Cat Meffan, sound bath meditation with Jasmine Hemsley, and a CEDER’S cocktail masterclass which will generate 250 brand in hand moments. Tickets are available at https://feverup.com/m/94103 for £29.95, which includes a CEDER’S Balance Box containing all the ingredients and equipment needed for the masterclass.

The experiential and brand ambassador activity will also be supported by a digital media plan, Instagram takeovers and wellness content series to further drive reach and conversation, with PR and influencer activity taking place throughout January. CEDER’S will also be visible in retailer publications and in-store POS will educate shoppers on the perfect serve, with the campaign set to reach 10million health and wellness focused consumers. 

The non-alcoholic spirits category is worth £8.4m[1] and the trend for non-alcoholic spirits looks set to continue with the category forecast to grow +42% by 2024[2]. With 30% of consumers claiming they are moderating their alcohol consumption[3] and Christmas and ‘Dry January’ the most important periods for non-alcoholic drinks, when no/low spirits over-index vs. total category during this period[4], the CEDER’S campaign is set to cement the brand’s wellness positioning.

Laura Stephen, Brand Director at Pernod Ricard UK, comments: “After a challenging 2020, people are looking to re-set, re-start and re-invigorate. The launch of CEDER’S’ first virtual wellness retreat will help consumers start the new year with a fresh mindset and energy and will ensure CEDER’S is top of mind during this key time. The event will bring balance to the body and mind, and allow for everyone to get on track for the year ahead and Strike the Balance for 2021.”

[1] Nielsen – Total Coverage – Total Low/No Alc Spirits – 52 w/e 05.09.20

[2] IWSR data for non-alcoholic spirits in the UK

[3] Bonhamy Finch U&A Study 2019

[4] Nielsen – Total Coverage All Non Alc Spirits Value – 52 w/e 13.06.2020

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