Drynks Unlimited adds 0% abv Smashed Lager to portfolio
Drynks Unlimited is expanding its alcohol-free portfolio with the addition of Smashed Lager, which will launch in time for Dry January.
Smashed Lager will be available in 33cl cans and bottles and it will join its other alcohol-free drinks: Smashed Apple Cider and Smashed Citrus Beer. In 2020 the producer plans to add Smashed Hops and Smashed Berry Cider.
The Manchester-based 0% abv drinks business uses a unique million-pound cool vacuum distil (CVD) in Robinson’s Brewery in Stockport to create its drinks.
The low and no-alcohol lager category is recording strong growth with sales up by around 57% year-on-year, according to Mintel (August 2019).
Drynks Unlimited has already secured listings for its Smashed drinks in Booth stores and with Mathew Clark, commencing in January 2020.
Richard Clark, founder and managing director, said: “Since we built the UK’s first and currently only cool vacuum distil in Robinson’s Brewery, we have been busy producing what we believe to be some of the best truly alcohol-free drinks on the market.
"We are so confident in the premium craft 0% drinks that we are producing that it was the natural step to add a Smashed Lager to our portfolio, which will help us compete with the category leaders.
“We are passionate about producing 0% drinks that taste as good as their alcoholic counterparts and that are genuinely sessionable. Our Smashed range ticks the boxes for low sugar, low calorie, vegan-friendly and gluten-free (where possible) alcohol-free drinks that appeal to a wide audience. Our aim is to get more consumers to start rethinking drinking.”
Pete Newton, beer and spirits buyer at Booths, said: “Smashed really stood out from the crowd for its quality drinking experience, pioneering dealcoholisation and craft provenance. The nolo category is really starting to boom and our customers are on the hunt for something new and exciting which we are sure Smashed will deliver.”