Crodino, the most popular non-alcoholic aperitif in Italy, has been officially launched in the UK to tap into demand for premium soft drinks.
It is made to a secret recipe with a traditional infusion of carefully selected herbs, spices, woods and roots that are ripened for six months before being converted into blond spirits, giving it a distinctive and refreshing aroma.
The brand takes its name from Crodo, a small town in north-western Italy where Crodino has been produced and bottled since 1964. It was been part of Gruppo Campari since 1995 and is now part of the Campari UK portfolio.
Campari UK is promoting the aperitif as a perfect alternative to alcohol for the after-work and early-evening drinks occasion, capitalising on the current trend towards bitter flavours demonstrated by the likes of the Negroni and the Aperol Spritz.
Crodino can be enjoyed in the Italian way by itself with plenty of ice and a fresh orange slice or it can be used for a Crodino Fizz by mixing it with soda water, served in a balloon glass with ice and the orange slice garnish. Campari UK suggests it is priced at £2.50 for a straight serve.
Crodino has been added to Carluccio’s restaurants’ menus as part of their soft drinks offering, priced at £2.50 per serve.
Pietro Mattioni, managing director of Campari UK, said: “We continue to see great performance from our Italian brands, with Aperol and Campari in particular showing strong growth.
“There is a clear demand for bitter drinks, so it’s great to be expanding our offering in the UK by adding a non-alcoholic aperitif, Crodino, which offers customers a sophisticated alternative to alcohol.
“Crodino has long enjoyed great success in Italy and we are confident that it will be a popular addition to the UK drinking and dining scene.”
Data from the Office for National Statistics found that 40% of adult respondents had not drunk alcohol in the last week. Half of that 40% said they were teetotal – the lowest rate of alcohol consumption since the survey began over 10 years ago. People aged 16 to 24 were the least likely to have consumed alcohol in the last week.
Data from drinks research specialist CGA Strategy shows that consumers are searching for more sophisticated and discerning non-alcoholic drinks experiences, with a 31.8% increase in consumption in the premium soft drink category in 2016.