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Labatt expanding its portfolio of non-alcoholic products

Labatt to become distributor in Quebec of Romeo's Gin non-alcoholic ready-to-drink cocktails and Bockale non-alcoholic beers.
Duvernois Romeo Gin and Bockale
CNW Group/Duvernois Creative Spirits

Duvernois Creative Spirits announced the signing of a distribution agreement with Labatt Breweries of Canada, making Labatt the distributor in Quebec of Duvernois' non-alcoholic portfolio, which features the Romeo's Gin non-alcoholic and Bockale brands.

Duvernois has been in the craft spirits market since 2010, becoming a top-selling independent domestic supplier of premium vodka and gin. This new agreement with Labatt will help accelerate its growth plans beyond alcoholic beverages, consolidating the presence and visibility of its brands, both in the hospitality and retail—grocery and convenience stores—segments.

The agreement also allows Labatt to broaden its non-alcoholic product portfolio. Already a leader in Quebec with Corona Sunbrew 0.0% and Budweiser Zero brands, the addition of non-alcoholic craft beers and ready-to-drink cocktails expands the offering to consumers.

“We are excited to extend our partnership with Duvernois Creative Spirits by welcoming Bockale and Romeo's Gin non-alcoholic beverages to our BEES sales ordering mobile application platform,” says Marc-Olivier Bourgeois, vice-president, Quebec sales at Labatt Breweries of Canada. “The non-alcoholic beverage category is on the rise as more consumers are adopting a sober curious lifestyle and incorporating non-alcoholic beverages in their social occasions. This addition to our portfolio, which already includes Corona Sunbrew 0.0% and Budweiser Zero, will give our customers a strong selection of brands to choose from and will please consumers seeking to discover non-alcoholic beverage options."

Recent data shared by the International Wine and Spirits Research (IWSR) indicates that 78% of consumers of non-alcoholic beverages also consume alcoholic beverages. This is an increasingly democratized market with high growth potential. According to the IWSR, the Non-alcoholic category is expected to show year-over-year growth exceeding 10% every year at least until 2026 in Canada and the USA. 70% of this growth will come from non-alcoholic beer. On the other hand, non-alcoholic ready-to-drink will be the fastest growing segment.

"Today marks an important milestone in the history of Duvernois,” adds Nicolas Duvernois, CEO and founder of Duvernois Creative Spirits. “As an entrepreneur at the head of a small company from Quebec, I feel immensely proud in partnering with a global leader in our industry. This historic agreement will allow our non-alcoholic Romeo's Gin ready-to-drink cocktails as well as our Bockale non-alcoholic beers to integrate a portfolio of world-class products leading us to new heights, thanks to the collaboration between our two teams of passionate professionals.”

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