Source: Pernod Ricard

The new packs have seen their front, back and neck labels “subtly enhanced” to “communicate stronger craft cues”

Pernod Ricard is revamping its non-alcholic spirits brand Ceder’s with a new look and marketing campaign to coincide with Dry January.

It has rolled out new packs for the brand, which was first launched in the UK in 2018 as a rival to Diageo-backed Seedlip, which Pernod said would “further define its position within the fast-growing low & no-alcohol category”.

The new packs have seen their front, back and neck labels “subtly enhanced” to “communicate stronger craft cues”, said the brand, with copper accents providing a “nod to the distillation process”. Meanwhile “the wreath which is central to the Ceder’s identity has been restyled with increased prominence”.

Visual instructions to create the brand’s optimal serve with tonic have also been added to back labels.

The brand has also unveiled a marketing push to run throughout Dry January, with which it wanted to “break the stereotype of how January is perceived and get everyone to ‘Live Free Spirit’ for the month and beyond”.

Throughout the campaign it will share a weekly Instagram challenge for followers “to bring to life what Live Free Spirit really means, by pushing people out of their regular routines and demonstrate that January is anything but dry” with bottles of the drink up for grabs.

After launching the South African Ceder’s in the UK in 2018 under an exclusive distirbution agreement, Pernod Ricard bought a majority stake in the brand in October 2020.

However this month’s flurry of activity comes after a mixed year in the supermarkets for Ceder’s: sales of its Pink Rose flavour grew by £500k to £670k, but sales of its Classic flavour were down £220k to £450k [NielsenIQ 52 w/e 11 September 2021].

William Reed – the publisher of The Grocer – runs a trade show exclusively for the low & non-alcoholic drinks industry. For more information visit