Non-alc Caleño targets GTR with Duty Free Global brand partnership

By Kristiane Sherry |

Caleño Light & Zesty is a gin-like zero-alcohol alternative for mixing and sipping.

Non-alcoholic ‘spirit’ Caleño has appointed Irish brand agency Duty Free Global as its travel retail partner as the no- and low- category continues to boom.

Caleño, founded in 2018 by entrepreneur Ellie Webb and available in the UK domestic market, offers a range of tropical ‘spirits’ inspired by the flavours of Colombia, her family’s homeland.

Duty Free Global will represent two Caleño products. ‘Light & Zesty’, is a gin alternative made with 10 botanicals including pineapple, lemon peel and Colombian inca berry, while ‘Dark & Spicy’ was developed as as rum option, offering notes of coconut and lime alongside natural spices. 

According to IWSR figures, the market for non-alcoholic beverages across all categories soared by 25% to US$1.2 billion in 2022. 

“Duty Free Global are the leading experts on building brands in global travel across multiple categories,” said Webb. 

“They have a proven track-record and an amazing reputation in the trade. It is brilliant to be partnering with them as their only non-alcoholic brand and I am extremely excited to see where this partnership can go.” 

Caleño founder Ellie Webb was inspired by the flavours of her family’s homeland when creating her brand

Barry Geoghegan, Founder of Duty Free Global, added: “When we met the team at Caleño we knew immediately from their passion and spirit that it was the right non-alcoholic spirit brand for travel retail – it sums up the spirit of travel and holidays with its joyful packaging and amazing spirits that create delicious tropical cocktails. 

“We think it will appeal to travel retail operators with the growing trend for non-alcoholic alternatives in particular with millennials and Gen Z and it also offers an extra sale on top of the passenger’s duty free allowance”.

Other non-alcoholic brands to enter the travel retail market in recent years include Tanqueray 0.0%, Heineken 0.0%, and  Sabatini 0.0.

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