AG Barr the maker of Irn Bru are to enter into the alcohol free spirits market and they have spent £1m in buying a 20% minority stake in STRYYK.
STRYYK makes alcohol free vodka, gin and rum, the company will also be the exclusive UK distributor for the brands parent company.
Roger White, chief executive said, “More and more consumers are seeking a drink that adds positively to their social experience but without the side-effects of alcohol.
“We’re very excited to be involved in both investing in and growing the STRYYK brand in this new and fast-moving consumer category.”
Heineken and Budweiser have invested heavily in alcohol free beers as health conscious millennials are driving the market.
Britons spend a record £57m on low or non-alcoholic beers in the 12 months to April, up by 39% compared to a year ago, according to market research firm Nielsen.
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