Pernod Ricard has ramped up its focus on the low-alcohol category by launching 20% abv variants of Ballantine’s Scotch whisky and Beefeater gin.

Whisky writer Becky Paskin has criticised Jim Murray’s Whisky Bible for “sexist and vulgar” language that allows the objectification of women in whisky.

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Ben Branson

Ben Branson: How to brand non-alc spirits

There are many different elements to consider when launching a non-alcoholic spirits brand. Aside from creating the liquid, the bottle design and communication are also crucial touchpoints.

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