- First Gin Brand to Launch Non-Alcoholic Alternative in the Netherlands and the US

Lucas Bols N.V., a leading global cocktail and spirits player, today announces the launch of Damrak Virgin 0.0. With this launch Lucas Bols anticipates the low-alcohol trend that has gone mainstream and is now gaining ground in the spirits industry. Consumers want to make more health-conscious choices. Non-alcoholic cocktails are on the forefront, allowing consumers to enjoy special moments with a sophisticated drink, either with or without alcohol. Damrak is the first gin brand to launch a non-alcoholic variant in both the Netherlands and the US.

It is the mission of Lucas Bols to create great cocktail experiences, thereby leading the development of the cocktail market. Innovation is a very important element in our strategy. Given its very extensive experience in distilling, mixing and blending, since 1575, Lucas Bols has the capabilities to create high-quality products that stand out in taste. Using these skills the Lucas Bols team was able to create this product with no alcohol, thereby serving the needs of our consumers.

Huub van Doorne, CEO Lucas Bols: “I am very proud to announce the launch of this highly innovative new drink. The Lucas Bols team has worked hard to create a true non-alcoholic alternative that contains a unique flavor. Now consumers can pick up a bottle of Damrak Gin & Damrak Virgin 0.0 to enjoy a gin & tonic anytime anywhere without sacrificing the taste.”

Research & Development
Creating a high-quality non-alcoholic drink without compromising the taste is not easy. Lucas Bols’ master distiller Piet van Leijenhorst has been perfecting the non-alcoholic formula for two years ensuring that even at 0% alcohol the spirit contains a unique flavor. Damrak Virgin 0.0 contains the recognizable botanicals – including citrus peels from Valencia, lavender and coriander seeds – that Damrak Original Gin is known for.

Damrak Virgin 0.0 will be launched in April in the home market of the Netherlands. In June the launch in the US will follow, where according to research by Nielsen 47% of consumers over 21 have reduced their alcohol consumption in 2019 while cocktail consumption is still growing.