The non-alcoholic spirits category has gained steam in recent years thanks to the rising global trend of health and fitness. The no- and low-ABV sector has grown 506% since 2015, according to Forbes. The trend took off in Europe first, but is steadily gaining in popularity in the U.S. market as well.

Pernod Ricard is the latest major player to take a stake in a non-alcoholic spirit in a deal with Ceder’s, but it isn’t the first or the only big name spirits company that has invested in the category. Diageo purchased a majority stake of non-alcoholic spirit Seedlip in August of 2019 and, six months later, its subsidiary Distill Ventures acquired a minority stake in non-alcoholic drinks brand Ritual Zero Proof, reports The Spirits Business. Bacardi’s Martini brand launched an alcohol-free option as well.

“In the past, deciding not to drink alcohol meant a fizzy water while everyone else enjoyed cocktails, or staying at home on a Friday while your friends go out and enjoy aperitivo time,” Nick Stringer, global vice president of Martini told Foodbev Media. “But times are changing, and consumers don’t want to feel like they are missing out when they are being more mindful about their drinking.”

Source: Forbes, The Spirits Business & Foodbev Media, January 2021