Alcohol-free ‘spirit’ Seedlip has released an agave-flavoured expression in the US, along with a video starring Bridgerton’s Regé-Jean Page.
The new Seedlip Notas de Agave is described as a blend of pear, lime and agave flavours.
The liquid brings a ‘herbal and fruity’ aroma with vanilla and citrus notes, and a ‘slight heat’ finish from the addition of peppercorn.
The Diageo-backed brand recommends serving the alcohol-free ‘spirit’ with soda and a splash of lime to create a low-calorie Ranch Water serve. It can also be used as the base of a Margarita or Paloma-style cocktail.
“Seedlip Notas de Agave continues our tradition of pushing the boundaries for what people can drink,” said Ben Branson, founder of Seedlip.
“We are constantly looking to provide people with elevated and delicious non-alcoholic cocktails without compromising on quality and taste.
“Seedlip Notas de Agave brings consumers a fresh take on classic cocktails such as the Margarita and the Paloma, offering a vibrancy that continues our mission to change the way the world drinks with the highest-quality non-alcoholic ‘spirits’ options.”
Branson recently created Seasn, an alcohol-free cocktail bitters brand, as part of his new non-alcoholic venture studio, Pollen Projects.
In August 2019, Diageo took a majority stake in Seedlip, which offers a three-strong alcohol-free range (Garden 108, Spice 94 and Grove 42).
According to IWSR 2023 data cited by the brand, Seedlip is the biggest-selling alcohol-free ‘spirit’ in the US.
“Seedlip is experiencing tremendous momentum and continues to be a leader in the category of non-alcoholic ‘spirits’,” said Kavitha Krishnamurthy, general manager of Diageo’s non-alcoholic beverages.
She believes the new expression will appeal to US consumers and recruit new drinkers to the brand.
In October 2023, Seedlip enlisted The Grey Man star Regé-Jean Page for its new campaign, Choose Different, which aims to encourage drinkers to embrace diverse ways of drinking.
As part of the campaign, the English actor introduces Notas de Agave in a short video (see below).
“Working with Seedlip, I get to share how much I’ve been enjoying the possibilities they open up for various occasions, and how they offer something a little more elevated than I’ve seen before in non-alcoholic drinks,” said Page.
Notas de Agave will be available to buy in select US retailers and from the brand’s website, with a suggested retail price of US$32.99 per 700ml from January 2024.