Caleño, the new non-alcoholic spirit, secured its first UK supermarket listing at Sainsbury’s.
The tropical free-spirit, described as “zingy” and “zesty”, will be listed in close to 500 Sainsbury’s stores as part of the retailer’s ‘future brands’ initiative. The listing comes just two months after Caleño first hit the market.
Caleño aims to bring “colour, joy and fun” to not drinking. It is a tropical infusion of juniper, citrus and spice botanicals, steam distilled in stainless steel drums. Its key ingredient is the South American Inca berry.
Caleño’s focus is not just on providing an alternative to its alcoholic counterparts, but also on fighting the stereotype that not drinking is “boring”.
Caleño is the creation of Ellie Webb, who hails from Colombia.
Webb commented: “I grew up surrounded by music, dancing, and an upbeat Colombian culture. This has had a big influence on the creation of Caleño, which is here to show people that you can have fun without drinking.
“We are thrilled to have secured the support of Sainsbury’s and their Future Brands team so early in our journey to bring the growing number of young non-alcoholic drinkers an exciting solution."