Drinks Buyer 2025

13 XXXXXXXXXXX WILD LIFE BOTANICALS specialityfoodmagazine I call the clever herb as it gives you an energy boost if you’re fatigued or help to calm you if you’re stressed; rosemary, which is excellent for memory retention; damascene rose which is naturally moost-boosting; and damiana which is a natural aphrodisiac and stimulant.” The wellness credentials don’t stop there –Wild Life is further enhanced with the full B set of vitamins, zinc and vitamin C, as well as being 100% vegan and containing 60% fewer calories than Champagne or Prosecco. Indeed, every 125ml glass delivers a minimum 15% of your daily reference intake of the vitamins andminerals in the elixir. Primed to sell While the number of consumers who don’t drink any alcohol is growing, the opportunity within the marketplace for shoppers who ‘zebra stripe’ between alcoholic and non-alcoholic drinks is huge – indeed, seven out of 10 British consumers drink in this way. Wild Life offers a deliciously beneficial option for those who ‘flex’ between categories, says Ellie. “Many of our consumers have an alcoholic drink at weekends and not during the week, and we stratch that itch for a special drink on a school night and at occasions.” Drinks Buyer retailers unsure of where to positionWild Life should take the experience-led advice of Ellie. “It should sit in the beers, wines and spirits aisle,” she says. “Wild Life is not a soft drink, but if they have a low or no alcohol section in their BWS aisle that would be ideal.” Indeed, with the low and no category outperforming the alcoholic beverages sector in terms of growth, introducing a low/ no section to your store would be a smart move. want to be tipsy, or are on medication. Indeed, daughters are often “springboarding” the recommendation to their mums, says Ellie. Special occasions are Wild Life’s natural habitat. “Expectant mums and brides-to-be love Wild Life because you can feel indulged without the alcohol – and don’t want to be too wobbly going down the aisle! Our proposition is not so much what we take out, it’s more about what we put in, in terms of the goodies.” Bubbles with benefits The process of creating Wild Life begins with a 14% ABVwhite wine, which is spun to reduce the alcohol content while retaining the trace elements and natural characteristics such as tannins and aromas. “Proudly, we are 95% wine and 5% uplifting elixir of eight active vitamins andminerals and five botanicals,” says Ellie. “This contains lemon balm, which is good for gut health; ashwaganda which Our proposition is not so much what we take out, it’s more about what we put in – Wild Life is rich in health benefits and taste, meaning that non-drinkers no longer need to miss out on a special experience EDUCATING AROUND LOW/NO Ellie is passionate about educating retailers and consumers about the difference between 0% ABV and 0.5% ABV drinks, which some can consider not to be alcohol- free. “The reality is that there’s more alcohol in a burger bun or over ripe banana than there is in a 0.5% ABV drink, and according to British guidelines anything under 1.2% ABV can be classified as non-alcoholic.” Containing a trace amount of alcohol affects the overall experience of a drink, she adds, saying that “when we produced Wild Life at 0.0% ABV it was good, but at 0.5% it was better in terms of quality and mouthfeel.” For many producers it’s a race to zero, but not for me. “It’s all about no compromise,” she says. “Go for the best drink you can make. from sustainablymanaged forests.” With its plethora of health benefits, beautiful packaging and – above all – top notch taste experience, not to mention a loyal group of customers seeking it out in retail spaces, Wild Life is an exciting new opportunity for forward-thinking retailers. wildlifebotanicals.co.uk Wild Life is available in three formats – special occasion-ready bottles (gift packs available), single- serve 20cl bottles and 250ml cans which launched in 2023, “and are ideal for convenience and to-go categories,” explains Ellie. The smaller bottles are perfect for single serves, for example when only one individual within a group wants to drink alcohol-free, or when it’s midweek and customers just want the one glass to enhance their evening.” We all know the power of attractive packaging and this is something that Wild Life has in droves. Showcasing designs by local Cornish artist Sarah Trewhella, Wild Life undoubtedly stands out on shelf. “The gift packs are not only beautiful but are packed with information about the product, including its benefits, and we can offer POS to help support the sell, too.” It’s not just discerning non- drinkers who benefit fromWild Life, the planet does too. “Our cans are fully recyclable, as is the glass we use for our bottles, plus our labels are made by using plant-based inks on recycled paper or paper sourced