Pernod Ricard expands non-alcoholic portfolio in the Middle East, launches Beefeater Grapefruit in Europe 

UAE – Pernod Ricard, a global leader in premium wines and spirits, has introduced its premium non-alcoholic portfolio to the Middle East, catering to the region’s increasing demand for refined and inclusive beverage options.  

The launch primarily targets the UAE, Saudi Arabia, and Kuwait, offering consumers sophisticated alcohol-free alternatives for social occasions. 

Leading the portfolio is Ceder’s, an award-winning non-alcoholic botanical drink recognized among the world’s top 10 non-alcoholic spirits.  

Available in Classic and Rose variants, Ceder’s is crafted using seven handpicked botanicals, including juniper, coriander, rooibos, and hibiscus.  

Pernod Ricard highlights that these alcohol-free, sugar-free, and gluten-free options provide a refreshing and sophisticated taste, making them ideal for 0.0% cocktails, standalone enjoyment, or food pairings. 

Additionally, the company has introduced Beefeater 0.0% and Jacob’s Creek Sparkling 0.0% to the Middle Eastern market. Beefeater 0.0% retains the brand’s signature citrus and juniper-forward profile while delivering a balanced and refreshing drinking experience without alcohol.  

Meanwhile, Jacob’s Creek Sparkling 0.0% Classic White and Rose offer consumers an elegant alternative to traditional sparkling wines for celebratory moments. 

To ensure accessibility, Pernod Ricard has partnered with Drink Dry, the Middle East’s leading marketplace for non-alcoholic beverages, to distribute the new offerings.  

This collaboration aims to expand the reach of Ceder’s and other premium non-alcoholic products, catering to a diverse consumer base that values quality and innovation. 

By launching its alcohol-free portfolio in the region, Pernod Ricard reinforces its commitment to inclusivity and innovation, setting new standards for premium non-alcoholic beverages. 

Pernod Ricard launches Beefeater Grapefruit 

Concurrently, the company has unveiled a new citrus-infused expression under the Beefeater gin brand—Beefeater Grapefruit.  

Positioned as an ‘ideal addition’ to a Paloma cocktail, the new variant enhances the gin’s signature profile with ‘juicy freshness’ from natural grapefruit flavors. 

The expression, initially launched in Norway, will gradually expand into other Nordic and European markets, where flavored gin continues to attract consumers seeking bold and dynamic taste experiences. 

Labeled as a spirit drink, Beefeater Grapefruit is bottled at 37.5% ABV and is made using exclusively natural grapefruit flavors.  

According to the brand, this infusion enhances Beefeater’s classic lemon and bitter orange botanicals, delivering a vibrant and refreshing twist. 

Toni Ingram, Global Strategy, Portfolio, and Innovation Director for gins at Pernod Ricard, stated, “Grapefruit is one of the most searched-for flavored spirits, and Beefeater continues to fuse together over 200 years of London craft and innovation with these changing consumer attitudes in mind.  

“Our consumers are looking for dynamic experiences as they explore their vibrant cities, and Beefeater Grapefruit will give them a truly exceptional moment to savor.” 

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