WGS debuts ‘mindful’ ultra-low alcohol spirit, Atopia, with Heinemann in Europe

By Charlotte Turner |

William Grant & Sons is debuting its new premium ultra-low alcohol spirit brand, Atopia, in partnership with Gebr. Heinemann at five European airports.

 

Further to its launch into domestic retail in June 2019, Atopia Spiced Citrus is now available in travel retail.

 

Positioned as a premium ultra-low alcohol spirit brand, Atopia is taking centre stage in Heinemann’s latest ‘NOLO’ (no and low alcohol) ‘Fly High on Dry’ category activation in Frankfurt, Amsterdam, Hamburg, Berlin and Copenhagen airports.

 

Atopia is the first ultra-low alcohol spirit from family distillers, William Grant & Sons. Made from natural distillates, flavours and extracts, the ultra-low alcohol spirit is bottled at 0.5% ABV and is available in the original Spiced Citrus flavour for travel retail.

 

Atopia is the first ultra-low alcohol spirit from family distillers, William Grant & Sons.

Atopia is the first ultra-low alcohol spirit from family distillers, William Grant & Sons.

FIRST LISTING IN DUTY FREE

“The profound flavour is achieved through natural distillation and botanical extraction to build layers of taste complexity and sophistication,” said WGS.

 

“Atopia Spiced Citrus reflects the tastes of the seasons, zesty citrus meets gentle spice for a refreshing and rounded finish. Perfectly matched with Indian tonic water and garnished with a slice of orange.”

 

The Heinemann listing is the first duty free listing for Atopia, with more in the pipeline according to Oksana Ohene-Adu, Customer Planning & Activation Manager GTR who says the NOLO category is seeing growing interest from the travel retail market.

 

William Grant & Sons said it recognises the potential of the NOLO category and Atopia ‘will play a key role’ in its portfolio, as demand grows from the shopper.

 

SMALL, BUT GROWING FAST…

NOLO spirits is the smallest in this category but growing fast. It has the biggest predicted growth in the category: +16% over the last five years (source: IWSR).

 

IWSR estimates by 2024, the production volume of NOLO alcohol drinks will grow a further 31% to meet increased consumer demand.

 

The Heinemann listing is the first duty free listing for Atopia.

The Heinemann listing is the first in duty free for Atopia.

“We are very excited to be the first to launch Atopia into the duty free marketplace.

 

“We see lots of potential in this category – we plan on building up our no and low alcohol offer with a diverse range of spirits and wines to cater for this growing market,” said Gebr Heinemann Director Purchasing Liquor, Tobacco and Confectionery Ruediger Stelkens.

 

LESLEY GRACIE: ‘INSPIRED BY MINDFUL LIFESTYLE CHOICES’

The Atopia liquid was created by Lesley Gracie, award-winning, Master Distiller at William Grant & Sons. Gracie wanted to create an accessible yet special flavour profile to elevate the moderated drinking experience.

 

Gracie adds: “Atopia is a special liquid that uses our distilling and blending expertise to create a new generation of spirits.

 

“Inspired by the more mindful, lifestyle choices of today’s consumer, the exquisite liquid comes in a refreshing zesty citrus meets gentle spice flavour.

 

“The distillates have been selected and combined with care and precision, meaning you can pick out each flavour separately whilst no one flavour dominates over the other.

 

“We’ve used our distilling heritage and expertise to ensure no compromise on flavour is experienced when drinking the ultra-low alcohol spirit. The flavour is full, from first taste to finish.”

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