The craft spirit brand Tenneyson is coming out with a new mission: plant-based spirits. Targeting the quickly emerging space between functional beverages and spirit alternatives, Tenneyson is re-launching as a new, plant-based alcohol alternative company.
“Coming from the alcohol industry, the team at Tenneyson has a unique lens on why it’s so important to push social boundaries on alcohol consumption. We feel it’s mission-critical that we support consumers who are focusing on their physical and mental well-being and provide them with a worthy alcohol alternative,” said Graham Wasilition, Managing Partner. “That’s why the body imagery you see one our materials is more than just a brand, it’s at the center of who we are as human beings, literally and figuratively.”
Tenneyson is a complex, botanical drink that nourishes the mind and body without the harmful impacts of traditional spirits. Unlike other non-alcoholic alternatives, Tenneyson does not mock flavors or effects of traditional liquor categories like whiskey or gin, noted the release, and instead charts its own course. The company is introducing a fresh and bright take on what liquor or an aperitif could be that can be sipped on its own or used in no or low-proof drinks with a bold flavor profile.
Black Ginger is Tenneyson’s first and flagship flavor that will be rolling out this fall. Supported by ‘better-for-you’ botanical ingredients like dandelion, lemon balm, black pepper, bergamot, yerba mate leaf, grape seed, gentian root, and the terpene beta-caryophyllene, Tenneyson has no added sugar, no caffeine, no artificial flavors or colors, is low calorie, gluten-free, and mostly vegan as it responsibly sources its honey.
“We know beneath it all we all have beating hearts, inquisitive minds, interconnected systems, and flexible muscles—Tenneyson hails those similarities via our mission to support inclusivity, combined with body and mind well-being,” Wasilition continued.
For the re-launch, Tenneyson has partnered with creative powerhouse jeffstaple—or Jeffrey Ng, who is the founder of renowned footwear brand Staple—and creative agency Reed Art Department (RAD) to build out brand messaging, design, and visuals.
Consumers choosing not to drink alcoholic beverages are eager to reach for more than club soda or sparkling water, which is why the alternative beverage sector continues to skyrocket. This intense growth can be attributed to a combination of mainstream interest/adoption and the public’s re-evaluation of old, wellness-related habits after spending a year at home during lockdowns.
With alternative spirits making their mark in the industry, find out how trends and shopping dollars get influenced with Deli Market News.
