This week, Waitrose & Partners will be launching the world's first non alcoholic 'NOgroni' made with Æcorn, and the world's first distilled non-alcoholic spirit, Seedlip. 

Following on from the biggest 'Dry January' the retailer has seen, sales of low and non alcoholic drinks have gone from strength to strength with sales up 64% compared to last year and searches for non alcoholic cocktails on Waitrose.com have increased by 75% compared to last year. 

Alex Valentine, No and Low Alcohol Buyer at Waitrose & Partners said, “Over the last year we have seen the no and low category growing from strength to strength. Our shoppers have a fantastic variety of products to choose from and we know that the addition of the Seedlip NOgroni to our range will be very popular!” 

Unique in its flavour, the Seedlip NOgroni delivers a sophisticated profile with all the strong, complex bitter notes and iconic red hue. The NOgroni was born in Seedlip founder, Ben Branson's garage and it debuted at The World's Best Bar Awards in London in 2017 and has been a popular non-alcoholic listing in some of the best bars around the world ever since, including New York's Dante, recently named World's Best Bar 2019.  
 
Recognising the changing drinking habits around the world and the need for non-alcoholic options as good as their alcoholic counterparts, Seedlip took the Negroni on as a challenge. The Seedlip NOgroni is a contemporary take on a classic cocktail made with a perfectly balanced mix of:
 
Seedlip Spice 94
Æcorn Bitter 
Æcorn Aromatic
 
Serve as an aperitif with food or simply enjoyed on its own, the NOgroni is a complex, bitter & citrusy blend with hints of Chinotto orange, grapefruit, all spice & Gentian.

Seedlip NOgroni (20cl) - £12, will be available in over 150 shops and exclusively on Waitrose.com 

For further information please contact:
Claire Earley
claire.earley@waitrose.co.uk
T: 01344825793 M: 07764676379