profile series: innovators in low/no alcohol
My Drynuary: 'All of the markets we operate in have huge potential to grow'
BD: Tell us about Everleaf...
Launched in 2019, Everleaf makes the world’s most complex non-alcoholic aperitifs with depth, aroma, flavor, body & complexity which rival some of the greatest alcoholic brands on the market.
What sets your brand apart from the rest?
From a liquid point of view: intensity of flavor and texture. I am a long term fan of Everleaf - long before I joined the company, and think that Paul Mathew has created something truly exceptional.
From a company point of view: it's our focus on sustainability - we listen to nature and plants and they provide the answers to many of the issues that Paul faced when developing the liquids. We give 1% of our turnover (not 1% of profit) to charity and are on the road to becoming B-Corp certified.
How have you see the low/no market change since Everleaf came onto the market?
I think the market changes every six months or so. We are currently seeing a very competitive landscape in retail as larger brands join the category, and this is pushing pricing downwards. We have no ambition to play this game. Everleaf sits at the top of the category in terms of liquid quality and therefore price. Over the next 6-12 months, I think we will see consumers demanding higher quality options as well as more diverse flavors and liquid experiences.
Where can we find Everleaf?
We are available in the UK, US and many European markets. All of the markets we operate in have a huge potential to grow - non alc is growing fast as a category but is still small in relative terms compared to alcohol. The more it becomes normal to offer high quality drinks which are non alcoholic and as good as anything else on your bar, the faster this trend of growth will continue.
What does your job involve?
I am the commercial director, and every day is truly unique! Working in a start up is a rollercoaster, and learning to enjoy the ride is the goal - I wouldn't have it any other way!
What does January involve for you?
Everleaf is a brand born from and built in the on-trade. We recognize that this year has been tough for the trade and we want to give something back. So, we are encouraging people to 'Try January' with Everleaf and have a spritz on us in over 500 bars around the UK. The bar gets paid in full and we refund the customer. Full details on our website!
And what should we look out for from Everleaf in the rest of 2023?
More tasty spritzes and lots of sampling. We know that when people try Everleaf, they fall in love with it, so our goal is to get as many drinks into as many hands as possible.
What inspires you on your low/no alcohol journey?
A few people - Laura Willoughby from Club Soda, who is a tireless advocate and rabble rouser for the category. Ellie Webb from Caleno - her determination and drive is impressive. Finally, Paul Mathew, our founder at Everleaf. He is an absolute font of knowledge on flavour - and has created something truly exceptional - selling tasty things never feels like hard work for this Commercial Director!
What’s your favorite Everleaf product?
Currently Mountain - I love the combo of aromatic cherry blossom, and bitter rosehip and spice from the everlasting flower. Perfect with soda or light tonic pre dinner. Yum!
Are you an innovator in the low/no alcohol movement? Low2No Bev - a dedicated trade show for the low/no alcohol category - takes place in the UK in April and October. Find out more here!
