New London Light has partnered with Virgin Atlantic to deliver non-alcoholic (NA) spirits for virtuous cocktail consumption in airline lounges. Jenny Southan reports
With sales of zero- and low-alcohol spirits, beers, wines and mocktails booming, it’s a savvy move from Virgin Atlantic to partner with drinks brands New London Light, which has created a collection of contemporary non-alcoholic spirits and aperitifs crafted by Salcombe Distilling Co in the UK’s South Devon.
The alliance is allowing for the launch of a range of new alcohol-free cocktails at Virgin Atlantic Clubhouse lounges. Tipples will include the new signature serve “Outbound”, which combines New London Light “First Light” and cold brew coffee with natural honey, topped off with pineapple soda and a dash of chocolate bitters.
The New London Light non-alcoholic cocktail menu became available from January 3, 2022, at Virgin Atlantic Clubhouses globally including London Heathrow, New York JFK, San Francisco, Boston and Washington DC.
For those who are firmly not “sober curious”, each cocktail has the option of an alcoholic alternative where New London Light will be replaced by Salcombe Gin “Start Point”, also part of the SDCo portfolio.
Angus Lugsdin, co-founder of Salcombe Distilling Co, says: “Virgin Atlantic is a fantastic platform to help us with our international reach. This partnership allows us to further grow our awareness and recognition in the US, in this rapidly growing and exciting category as an increasing number of consumers look for alcohol alternatives that don’t compromise on taste, whilst delivering the same theatre and experience.”
Created by Master Distiller Jason Nickels and the Salcombe Distilling Co. team at their waterside distillery and taking inspiration from the coastal vitality of Salcombe, New London Light is setting a new global standard in taste for the fast-growing alcohol-free spirits category, thanks to the adoption of innovative flavour combinations and a pioneering production process used to make its three expressions.
New London Light “First Light”, the critically acclaimed, bold and refreshing non-alcoholic spirit inspired by gin making principles has made waves in the low and no alcohol category with a number of award wins.
New London Light “Midnight Sun”, a “layered and elegant” non-alcoholic aperitif, features wild coastal berries, fresh pine and kelp; while “Aegean Sky” “embraces the essence of the coastlines of the Southern Mediterranean” with sun-soaked, bitter citrus and olive.
Corneel Koster, chief customer and operating officer for Virgin Atlantic, says: “At Virgin Atlantic we’re always looking for new ways to deliver for our customers, and our exclusive global partnership will offer those seeking an alcohol-free beverage a whole new range of delicious options to match the premium experience available in our award-winning Clubhouses.”