Everleaf direct-to-consumer sales soar 4,000%By Nicola Carruthers
Non-alcoholic ‘spirit’ brand Everleaf saw its direct-to-consumer sales grow 4,000% in the four weeks ending 17 May compared to the same period last year, as UK drinkers move to booze-free products during lockdown.
According to Nielsen figures, low- and no-alcohol products grew sales by 32.5% in the UK off-trade in the week ending 31 March 2020, following the start of the nation’s lockdown on 23 March. This is compared to the previous week ending 22 March 2020.
Non-alcoholic apéritif brand Everleaf was launched in January 2019 by Paul Mathew, conservation biologist and owner of London bar Hide.
Mathew says: “Before Covid-19, Everleaf was predominantly on-trade focused, so we saw that stop immediately. As a bar owner, that was no surprise. Everleaf had been in a great position, with on-trade in the three months to the end of February, up +268% vs the previous three months.
“DTC [direct-to-consumer] had only been 15% of Everleaf’s business at that point, but since refocusing, we’ve seen sales grow significantly where DTC is now 87%, more than doubling month-on-month and up 4,000% vs the same period last year.”
Everleaf is made from 18 different plants, all “sourced responsibly from nature” and designed to deliver “unrivalled texture” in the non-alcoholic category. It is designed to be served with light tonic water, in cocktails or neat over ice.
Meanwhile, Colombia-inspired non-alcoholic ‘spirit’ Caleño also saw its online and retail sales increase by almost 150% in the past month.
Ellie Webb, founder of Caleño, said: “We have seen a huge spike in interest and our retail sales were up 50% last week and incredibly, our Amazon sales have overtaken Dry January, which is usually the busiest time of year for the low- and no-alcohol industry.
“It’s really encouraging to see that people are taking positive steps towards their health and wellness while in lock-down and are finding new ways to enjoy a refreshing drink at lunchtime or in the evenings, that still feels joyful.”
Launched in January last year, Caleño is made with botanicals including juniper, coriander, cardamom green, citrus, spices and Sicilian lemon peel, which have been steam-distilled in stainless steel drums.
UK-based distributor Proof Drinks saw sales of its booze-free ‘spirits’ outpace alcohol offerings by mid-April as the nation remained in lockdown.
Lyre’s non-alcoholic ‘spirits’ range, which is distributed in the UK by Proof Drinks, reported a 400% increase in sales since the Covid-19 period began.
Seedlip’s sister brand Aecorn Drinks also recently secured a listing in supermarket chain Sainsbury’s for its non-alcoholic aperitif Aecorn Dry, which will be available to buy in stores across the UK from the beginning of June. It will be priced at RRP £19.99 (US$24.50).