DioniLife unveils non-alc ‘spirits’ lineup
Non-alcoholic drinks company DioniLife has created two brands for its portfolio: Pavari17 and La Borosa.
La Borosa is a Mexican agave non-alcoholic ‘spirit’, while Pavari17 is an aperitif with less than 0.5% ABV.
Damian McKinney, ex-global CEO of the Stoli Group, and Steve Wilson, formerly global head of innovation at Diageo, formed DioniLife last September.
At Diageo, Wilson produced Johnnie Walker and Baileys for 22 years and has helped bring more than 200 brands to market over the course of his career.
With DioniLife, the idea was to “set a new standard for celebrating and socialising with non-alcoholic beverages, ” McKinney said at the company’s launch. The brand’s first acquisition was Mash Gang, a non-alcoholic beer.
McKinney said: “With La Borosa and Pavari17, we’re not offering an ‘alternative’ – we’re offering spirits that stand on their own. People shouldn’t have to compromise on taste or the shared ritual of a great drink just because they’re skipping the alcohol.”
Wilson developed the drinks from scratch, which are said to offer the ‘flavour, depth, texture and complexity consumers and bartenders expect – minus the ethanol’.
La Borasa is a silver non-alcoholic blue agave blanco presented in a 700ml bottle. It has five calories per serving and is less than 0.5% ABV. Its notes include a ‘crisp, clean agave flavour’ with a hint of citrus and wood, plus a clean, dry finish.
The brand has two canned cocktails, a Margarita and a Paloma. Both are packaged in 250ml cans with an alcohol content of less than 0.5%.
Pavari17, meanwhile, sits at 0.5% ABV and has five calories per serving. It is described as a ‘sophisticated aperitif with a full bittersweet taste’. Its profile features a ‘delicate blend’ of sweet citrus with bitter undertones and a dryness from the white wine.
The brand has a ready-to-drink Spritz, which is described as a ‘light and refreshing’ sparkling aperitivo. The Pavari17 Spritz comes in a 250ml can with an ABV of 0.5% ABV.
Wilson said: “Our aim was to create drinks that taste as good – or better – than their alcoholic counterparts. That meant starting from scratch, not imitating. These are real drinks for real social occasions, crafted with care and precision.”
The two brands will be available from 1 August in leading bars and retailers in the UK, and in Colorado in the US. Further US states will follow.
“La Borosa and Pavari17 give bartenders great new non-alcoholic liquids to play with,” said McKinney. “They taste like spirits; they mix like spirits. And now consumers can recreate the bar experience at home with great-tasting non-alcoholic spirits and convenient ready-to-serve cocktails. We live in exciting times in which individuals have unbelievable options.”
Global equity investment firm Invus Group is a backer of DioniLife.
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