A new range of Zero-Proof Spirits hits UK market with all the spirit, none of the alcohol. STRYYK™, a new range of zero-proof distilled spirits launched on the 26/07/2018 into the UK trade, in a bid to grow this emerging category and offer consumers a modern flavour-driven and stylish alternative to alcohol.

Created by drinks industry entrepreneur and founder of Funkin Cocktails, Alex Carlton in recognition of the growing demand from Gen X’rs, Stryyk is predominantly targeted at 18-35 year old and positioned as an inclusive brand for those who choose not to drink alcohol, are having a night off or mixing up their night, but still want to be part of the party.

Distilled and bottled in the UK, the Stryyk portfolio initially features one clear spirit, Stryyk Not Gin and one dark spirit, Stryyk Not Rum and is packaged in a distinctive bottle with a premium cork closure, designed to complement the back-bar. Stryyk Not Gin combines juniper, rosemary and basil and Stryyk Not Rum features clove, oakwood and grapefruit. Both variants are 100% natural with no sugar, no fat, no carbs and no artificial flavours.

Elegantly Spirited CEO, Alex Carlton says: “Stryyk is making sobriety acceptable, simple and not anti-social. With the new generation of party-goers choosing to drink less alcohol and sometimes none at all, Stryyk offers a zero-proof spirit which enables them to enjoy the drinks they love and stay in the moment, without compromising on taste, experience or calories. As we like to say, Stryyk has all of the spirit, none of the alcohol.”

For serve suggestions, licensees and bartenders can simply Stryyk an old favourite like a G&T to create a Stryyk Not Gin & Tonic or use the new zero-proof spirit as the base for a new serve. To bring Stryyk to market, Carlton has collaborated with the best in the business, Tom Soden, owner of Nine Lives, The Gunmakers and The Lion & Lamb who has developed signature serves and is brand ambassador.

Commenting on the new product, Soden says: “Previously dry and tannic flavour profiles have been neglected within the non-alcohol sector and this is where Stryyk shines. The ability to provide intense flavours in shorter serve styles opens up exciting options for non-alcoholic drinks. Personally, I also enjoy Stryyk neat over ice with a lemon twist.”

Listings have already been secured in a wide variety of top outlets including La Fromagerie, Nine Lives, Caravan Group, Bounce, Puttshack, Clos Maggiore, The Office Group and The Ministry Creative Workspace, demonstrating the broad appeal and opportunity for this disruptive innovation. Stryyk will also be available in the British Airways Club lounge at JFK International Airport.

“I am delighted with the positive reception so far from the trade and look forward to introducing Stryyk more widely in the coming months. Its unique flavour profile makes it the first truly satisfying and credible non-alcoholic alternative to spirits and offers the trade not only non-alcoholic options on serves, both classic and new, but also higher margins than on traditional soft drinks,” says Alex Carlton.