Lucas Bols Betting Big On Non-Alcohol Space

Lucas Bols USA is known for its 335,000-case Bols liqueur brand as well as a range of labels including Tequila Partida, Galliano and Passoa liqueurs, and Pallini Limoncello among others. Lately the company has doubled down on the small but fast-growing non-alcohol space, aiming to play a leading role in the segment moving forward. Alcohol-free spirits, wine, and beer are currently up a collective 31% in the U.S. in Nielsen IQ channels compared with last year.

“As our spirits portfolio has evolved, we see this as the next opportunity in having a one-stop solution across the emerging non-alcohol category,” says Brett Dunne, managing director of The Lucas Bols Co. for the U.S. and Canada. “As a company where liqueurs are the core of our business, low-alcohol has always been a focus for us. No-alcohol is the next logical evolution for our portfolio.”

Lucas Bols has made a solid investment in the zero-proof space with three brands: Pallini Limonzero ($25 a 750-ml.), a non-alcoholic version of Pallini Limoncello; Damrak Virgin 0.0 ($30), a zero-proof offshoot of Damrak gin; and Fluère ($35), a portfolio of five non-alcohol spirits inspired by traditional spirits categories.

“Currently, both on- and off-premise channels are growing, but we do see more play in the on-premise as operators become more educated on the quality offerings within the non-alcoholic category,” says Dunne. “We currently service over 50,000 on-premise accounts nationally, so there are definite synergies we can realize to help support the category’s growth there.”

Tanya Cohn, senior brand manager for the Lucas Bols non-alcohol portfolio and its Pallini, Galliano, and Damrak brands, adds that New York and California are leading markets, with customers in the nation’s heartland, Midwest, and mid-Atlantic also showing interest in zero-proof spirits. “As this category continues to gain traction and evolve, the future of non-alcoholic spirits looks promising,” she says. “It’s being driven by consumer demand, and by better and more plentiful supply as more brands enter the category, as well as by consumer education and support from the hospitality industry.”

Tagged : Damrak, Galliano, Lucas Bols, Pallini Limoncello, Partida

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