Alcohol-free ‘gin’ and ‘rum’ launched
How Stryyk is described:
“Distilled and bottled in the UK, the Stryyk portfolio initially features one clear spirit, Stryyk Not Gin; and one dark spirit, Stryyk Not Rum, and is packaged in a distinctive bottle with a premium cork closure, designed to complement the back bar.
“Stryyk Not Gin combines juniper, rosemary and basil while Stryyk Not Rum features clove, oakwood and grapefruit.
“Both variants are 100% natural with no sugar, no fat, no carbs and no artificial flavours.”
– Elegantly Spirited CEO Alex Calton
The new products follow the launch of Diageo-backed Seedlip several years ago and Pernod Ricard UK’s recent entry into the alcohol-free spirits market with Ceder’s this month.
Stryyk’s liquids are described as a modern flavour-driven and stylish alternative to alcohol, developed to tap into the new category, which is being grown by Millennials and Generation Z’s distaste for alcohol.
Choose not to drink alcohol
The drinks are aimed at those aged between 18 and 35 years old, those who choose not to drink alcohol or for consumers looking to have a night off drinking.
Elegantly Spirited, Stryyk’s parent company, chief executive Alex Carlton said the brand would make sobriety acceptable, simple and not antisocial.
He added: “With the new generation of party-goers choosing to drink less alcohol and sometimes none at all, Stryyk offers a zero-proof spirit that enables them to enjoy the drinks they love and stay in the moment, without compromising on taste, experience or calories.”
Bartenders are encouraged to consider the liquids as they would alcoholic spirits, or to use them as bases for new drinks.
A series of alcohol-free cocktails
The company has collaborated with Tom Soden, owner of Nine Lives cocktail bar, the Ginmakers and the Lion & Lamb, who, as a brand ambassador, has developed a series of serves.
Soden said: “Previously dry and tannic flavour profiles have been neglected within the non-alcohol sector and this is where Stryyk shines.
“The ability to provide intense flavours in shorter serve styles opens up exciting options for non-alcoholic drinks. Personally I also enjoy Stryyk neat over ice with a lemon twist.”
