Botivo debuts non-alc RTD
Apéritif-inspired brand Botivo has released a canned ready-to-drink (RTD) non-alcoholic Spritz to appeal to a younger audience.
The RTD features the brand’s flagship non-alcoholic apéritif, which is made with British apple cider vinegar, fresh rosemary, thyme, gentian, wormwood leaf, orange zest and organic wildflower honey.
It is paired with sparkling water and packaged in a 250ml can.
The release is a limited edition, with 5,000 cans available for the summer. It will launch exclusively on Delli for the first week, followed by availability on Botivo’s website and Whole Foods.
Posting on LinkedIn, co-founder Imme Ermgassen said the reasons for the launch are threefold: “[RTDs are] a format for younger consumers – 75% of the people who follow Botivo on socials are 25 to 40-years-old, but 75% of people who buy our bottle are 40-65. We know young people love the brand and are drinking it in pubs/bars, but the bottle/drinks cabinet format isn’t perfect for their on-the-go/shared household lifestyles. Cans are.”
She added that the RTD format also helps “drive trial”, with new consumers able to try the serve before “committing to a whole bottle”.
Ermgassen also believes RTDs open up new distribution channels: “At Botivo, we have never just wanted to be a drink; we want to play a role in culture. A can would allow us to live in cafes, festivals, cultural spaces, travel, etc… It’s an opportunity to get into spaces our bottle cannot.”
Each can has an RRP of £3.50 (US$5).
This year, Botivo has created two limited editions as part of collaborations with chef Yotam Ottolenghi and spirits merchant Berry Bros & Rudd.
In 2024, Ermgassen spoke to The Spirits Business about how the brand isn’t about moderation.
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