Tuscan Tree, the premium non-alcoholic Aperitivo, which launched in the U.K. earlier this year, is launching a second variant. Tuscan Tree “Fiore di Sambuco Aperitivo” is a 0% ABV distilled spirit which has been infused with real elderflower blossom, alongside a bespoke selection of botanicals, including Sicilian lemon, cedar wood oil, juniper peel and berry, orange peel, rhubarb root and Italian sparkling wine. Like the original Tuscan Tree Blood Orange, it takes its inspiration from Italy and celebrates the Italian culture of “Aperitivo hour”. Tuscan Tree “Cloudy Elderflower” will have an RRP of £12 (70cl) and be available across on-trade channels.
Tuscan Tree Cloudy Elderflower joins the original Tuscan Tree, a non-alcoholic distilled spirit infused with Italian blood orange and Italian sparkling wine. Its premium flavour and competitive price point – which takes into account the zero-rate tax on a non-alcoholic drink – saw sales quickly exceeding targets with listings gained across on and off trade sectors, including Master of Malt, Carluccio, Rossopomodoro and P&O Ferries.
Commenting, Carl Stephenson, founder of The Bloomsbury Club UK, creators of Tuscan Tree, said: “Since we launched Tuscan Tree in March 2021, we have seen the non-alcoholic sector go from strength to strength and have been delighted with the success of Tuscan Tree Blood Orange within the category. Price point has been key for us, and we are seen as extremely competitive compared to other similar brands, which often retail around 50% more, with pricing aligned to taxable alcoholic equivalents. We will be looking to further extend the range in 2022 and are focused on building a brand which has long-term relevance within the Low and No category.”
Tuscan Tree is made in the style of a classic Italian apéritif. Production is a complex process, using a traditional copper pot still to produce individual distillates, which have the alcohol removed before blending and bottling. Tuscan Tree is vegan friendly and allergen free, with no artificial flavours, sweeteners or colours. It is designed to be served as a Non-Alcoholic Spritz; one or two measures of Tuscan Tree over ice, topped with tonic or soda.