On the wagon? Try Waitrose’s new NOgroni

With Dry January being a huge success, it’s no surprise that Waitrose & Partners have a dedicated low/no alcohol buyer.

Their latest find is NOgroni.

Waitrose & Partners will be launching the world’s first non alcoholic ‘NOgroni’ made with Æcorn, and the world’s first distilled non-alcoholic spirit, Seedlip.

The supermarket said sales of  no alcohol spirits is up 64% compared to last year and searches for non alcoholic cocktails on Waitrose.com have increased by 75% compared to last year.

Alex Valentine, No and Low Alcohol Buyer at Waitrose & Partners said, “Over the last year we have seen the no and low category growing from strength to strength. Our shoppers have a fantastic variety of products to choose from and we know that the addition of the Seedlip NOgroni to our range will be very popular!” 

Recognising the changing drinking habits around the world and the need for non-alcoholic options as good as their alcoholic counterparts, Seedlip took the Negroni on as a challenge. The Seedlip NOgroni is a contemporary take on a classic cocktail made with a perfectly balanced mix of:

Seedlip Spice 94
Æcorn Bitter 
Æcorn Aromatic

Serve as an aperitif with food or simply enjoyed on its own, the NOgroni is a complex, bitter & citrusy blend with hints of Chinotto orange, grapefruit, all spic e & Gentian.

Seedlip NOgroni (20cl) – £12, will be available in over 150 shops and exclusively on Waitrose.com




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Editor in chief Suzi Dixon studied at Bournemouth university, went away for a while to work at The Daily Telegraph, then moved back to the sunny South coast for a quiet (er) life. Bournemouth News & Info is her website and she is assisted by the fabulous Fred From France in all things geeky and technical. Hire us to make your website, too, if you like.

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