Fluère Smoked Agave launches as no-ABV ‘mezcal’

Non-alcoholic ‘spirit’ brand Fluère has added a zero-ABV ‘mezcal’ to its portfolio, called Fluère Smoked Agave.

The new release coincides with the brand’s new distribution deal with Lightbox Brands in the UK, marking the end of its partnership with Cellar Trends.

Léon Meijers, Fluère CEO, said: “We’re excited about the latest addition to the Fluère range having seen the success globally of our other ethnic non-alcoholic ‘spirits’.

“With the growth of the category and the interest in agave and mezcal, we felt the time was right for our Smoked Agave launch.”

Fluère Smoked Agave is a 0% ABV product. The nose is said to have aromas of smoke, honey and pear, leading to a vegetal agave sweetness on the palate with some bitter overtones and hint of black pepper. This is said to turn into eucalyptus and mint, and a long, clean finish.

The new expression will be available to purchase in the UK for RRP £20 (US$29.95) per 700ml bottle, or £12 (US$14.95) for a 275ml bottle, which will go on sale in November 2020.

Patrick O’Reilly, founder and managing director of Lightbox Brands, said: “The non-alcoholic category is innovative, fast-growing and importantly for the trade right now, represents an incremental sale or an added margin opportunity at a tough time.

“We believe strongly in the data, which indicates a greater range of non-alcoholic brands, offered at the bar or on shelf, will continue to grow the category value together.

“Fluère’s success has so far been built on best-in-class packaging and liquid innovation, which offers a compelling choice to the consumer and is a fantastic addition to our portfolio.”

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Timothy Kelly

Tim is the Founder & Master Distiller at Felene. He developed his passion for the spirits and hospitality business while growing-up and working in his family's restaurant and liquor store business. Tim’s passion for the epicurean lifestyle has found it’s latest manifestation in the Felene Distillery. Tim is a 5-time Gold Medal Award winning Distiller. He has won a Platinum medal at the Prestigious Los Angeles Spirits Awards and his signature vodka was named Best-in-Category by the American Distilling Institute. Mr. Kelly is also a prolific author and writer and his blog is filled with ideas, discoveries, observations and recommendations to help his readers enjoy life’s simple epicurean pleasures.

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