Paramount hopes to revolutionise non-alc beverages through Noot collab 

February 14, 2024
By Cody Profaca

Australia’s largest independently-owner liquor wholesaler, Paramount Liquor, has joined forced with non-alc brand Noot Drinks Co in an alliance that they hope will insert Noot as a dominant force in the growing no/low category. 

The collaboration will see the producer of nootropic-infused non-alcoholic cocktails integrated into Paramount Connect, a program that provides local and craft products with national distribution.

“Noot’s commitment to taste, innovation, and consumer experience perfectly aligns with our mission at Paramount Connect,” said Adam Trewin, General Manager of Paramount Connect. 

“We aim to bring exceptional non-alcoholic options to customers, redefining the beverage landscape.”

Noot Drinks Co was formed in 2021 by brothers Kieron and Christian Barton with business partner Gareth Whittle after they sold the distribution rights of Rekorderlig Cider in the US, UK, and Australia. 

“Our goal, like Rekorderlig, was to disrupt the market with something new and exciting,” said Kieron.

“During the pandemic, we were cutting down on drinking and in the cocktail space at the time, we found mediocre alcohol-free drinks full of sugar. 

“We wanted better-tasting, healthier options to give those cutting down on alcohol a drink to be proud of and one that delivers ‘more’.”

The no/low alcohol category is currently booming worldwide, including double digit growth in Australia in 2023. The Australian market is expected to continue to grow by volume up until 2027 at a CAGR of 6%, largely driven by Millenials leaning towards moderation.

“We are incredibly excited about this partnership with Paramount Connect,” said Christian.

“This collaboration opens up exciting possibilities, and we look forward to introducing Noot to a wider audience and making it a household name.”

The Noot range is comprised of non-alcoholic and sugar-free versions of classic cocktails such as a Negroni Spritz, Classic G+T and Ginger Mule. It is also the first non-acoholic cocktail brand to use nootropic herb infusions in its products, which mimic the pleasurable, relaxing, and euphoric sensations associated with alcohol consumption without any of the harmful after-effects.

“In the US, the Nootropic and adaptogen waves were also beginning to rise, and [so we asked] could you blend the two?” said Kieron. 

“So we got one of the World Leaders in this space, Dr Kerry Hughes, a leading Food Scientist, alongside my brother, a former cocktail bartender. 

“Over six months, we perfected our blends, creating authentic cocktails that mimic the effects of alcohol without the downsides. The result is ‘Noot’, the ultimate game-changer in the non-alcoholic space: sugar-free, ten calories, vegan-friendly, gluten-free, all-natural and multi-award winning. It’s a drink that sets a new standard.”

Dr Kerry Hughes’ formula is said to increase cognitive performance, improve concentration, and reduce fatigue and irritable moods. 

“Noot isn’t just another non-alcoholic drink,” she said.

“Every functional ingredient used to make Noot has a long history. This product is not a ‘marketing spin’; rather, it was designed to be beneficial while also being felt—to be experiential.”

More information can be found onlinee at Noot Drinks Co’s website.

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