The Original Free Drinks Company is making its debut with new alcohol-free brand Highball Cocktails, the UK’s first range of 0%, ready-to-drink cocktails. Tapping into the booming “No-Lo” trend, the brand offers authentic, sophisticated alcohol-free companions to some of the world’s greatest cocktails in single-serve bottles, cans and on tap.
Mixed in small batches in the UK, Highball consists of six cocktails: Classic G&T, Pink G&T, Cosmopolitan, Mojito, Italian Spritz, and Ginger Dram. Each cocktail has been developed with spirits expert and author of numerous cocktails books Ian Wisniewski, repeatedly benchmarking and testing alongside original cocktails to exactly replicate the experience. With a focus on authenticity and flavour, the drinks are made with natural ingredients, including fresh juices, bitters, extracts and agave nectar. Containing less than half the calories of a regular cocktail, Highball Cocktails provide a sophisticated and healthy alternative to existing ready-to-drink options, for the growing number of people seeking to make a positive, alcohol-free choice.
Lo-No is the fastest growing category in the drinks industry with forecasts for increasing consumer demand. However despite the success of alcohol free beer and more recently distilled spirits, there has been relatively little development in the alcohol free ready-to-drink sector.
Kate Johnson, co-founder with her husband Red, whose background in marketing and brand-led innovation includes projects for household names such as Unilever, Kellogg’s, Colgate and Cadbury said: “We are passionate about providing great-tasting and healthy alcohol-free alternatives that do not require a compromise, allowing consumers to have confidence in their positive alcohol-free choice. Our Highball Cocktails set a new standard in 0% flavour experience and we will continue to add more classics to the range, as well as introducing original cocktails of our own.”
Red Johnson, who is also the founder and CEO of the British Bottle Company, which specialises in the export of premium British drinks brands said: “High quality, alcohol-free drinks with great brand recognition are in real demand, but is still underserved. Highball Cocktails is the first brand to create alcohol-free alternatives to Aperol Spritz or Pink G&T, two of the most popular cocktails right now. Our experience of working with brands such as Seedlip and Big Drop Brewery shows us that there is a growing global market for premium alcohol-free drinks and the UK is pioneering in this category.”
The brand takes its name from the iconic highball glass, which has been associated with perfectly served quality cocktails for generations. With a listing in place with online retailer Dry Drinker, The Original Free Drinks Company is already developing distribution relationships with on and off-trade partners in the UK and internationally.