Exclusive news and research on the wine, spirits and beer business

News Briefs for December 23, 2020

December 23, 2020

•Fluère non-alcoholic spirits are launching in the U.S., as low- and no-alcohol drinks offerings continue to gain traction. Imported from the Netherlands by Hearts + Tales Beverage Company, Fluère will debut in the California, Illinois and Massachusetts markets—as well as on Amazon—retailing at $30 a 750-ml. The brand includes an Original offering, made with juniper, lime peel, lavender, and coriander, as well as Spiced Cane, Raspberry, and Smoked Agave expressions. Non-alcoholic spirits continue to gain steam, with 21% of U.S. consumers participating in Dry January this past year, according to a recent study by Diageo brand incubator Distill Ventures, which counts the Ritual Zero Proof and Seedlip labels in its portfolio.

•Jägermeister has donated $1 million to the National Independent Venue Association (NIVA). The contribution kicks off a long-term partnership between Jäger and NIVA intended to preserve independent live music venues across the United States through the Save Our Stages initiative. Jägermeister and NIVA will work together through 2021 to raise awareness and provide support both for the fund and the surrounding nightlife community. Along with restaurants and bars, live music venues have been disproportionately impacted by the pandemic.

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