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Former Diageo and Stoli execs launch non-alc company
Spirits industry veterans Damian McKinney and Steve Wilson have partnered to create DioniLife, a company focused on non-alcoholic adult drinks brands.
McKinney, DioniLife’s CEO, was formerly Stoli Group’s global CEO, but left the company last year.
Wilson, meanwhile, was previously Diageo’s global head of innovation and was at the Johnnie Walker and Baileys producer for 22 years, from 1983 to 2005. He will take on the role of global leader of innovation at DioniLife.
McKinney said: “DioniLife introduces a new standard for celebrating and socialising with non-alcoholic beverages, with an uncompromising dedication to taste and consumer experience.
“Exceptional quality and an attention to the rituals associated with how consumers enjoy these products are paramount to how we develop our diverse portfolio. These are a far cry from some non-alcoholic ‘alternatives.’ They are first-choice selections.”
Launching initially in the US and UK with a global roll out to follow, the company’s first acquisition is Mash Gang, a UK-founded non-alcoholic beer brand.
Focusing on non-alcoholic products, the company said it would look to build a portfolio of ‘high-quality, flavourful products across beverage categories’, using internal development and acquisition.
“We are using the lessons we’ve learned from decades of brand-building experience to contribute to the betterment of the world, both through spreading our company philosophy and improving consumers’ beverage experience,” added McKinney.
Beyond Mash Gang, which looks to ‘pioneer a new future of conscious drinking’, DioniLife is also in advanced stages for multiple new products and brands.
The company is backed by Invus Group, a global equity investment firm.
Wilson said: “Our guiding principle is that we will never compromise on taste or quality. We will carefully release drinks as they meet our industry-leading standards. We insist on exceeding expectations in each category we enter.”
According to an IWSR report, the no-low category will grow by a a CAGR (compound annual growth rate) of 6% between 2023 and 2027 in 10 key markets. Non-alcoholic drinks are leading the category.
In addition, IWSR forecast that the no-alcohol sector will represent nearly 4% of total beverage alcohol volumes in its key markets by 2027.
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