Pop star Katy Perry is officially getting into the drinks business, but not with wine … or alcohol. The California Gurl kicked off Dry January with a line of sparkling non-alcoholic apéritifs promoted as healthier alternatives to alcohol. The brand follows in the footsteps of the growing beverage trends of alcohol-free and lower-alcohol “Better for You” wines.
De Soi (pronounced "de swa") is a partnership between Perry and master distiller Morgan McLachlan, founder of Amass, a portfolio of premium botanic beverages and self-care products.
"I think now more than ever, people—and especially women—are trying to do it all," Perry told Wine Spectator via email. "They're balancing work, families and social life and we wanted to create a drink option that was fun and healthy, whether you’re laughing with friends over dinner or indulging in a solo toast by yourself."
Perry says she felt an instant connection with McLachlan, who is also a new mother trying to balance a healthy lifestyle and drink less alcohol. McLachlan says she missed the ritual of having wine and decided to use her knowledge in botanical alcoholic beverages to make a health-conscious drinks label.
"It's really exciting to see a growing mass awareness of the benefits of adaptogenic (medicinal) herbs," McLachlan told Wine Spectator. "For De Soi, we collaborated with an ethnobotanist to develop precise blends of adaptogenic herbs for each flavor profile."
The vegan, gluten-free, non-GMO De Soi lineup includes three apéritifs, all 40 calories or less per glass and priced at $25 per bottle or four-pack of 8-ounce cans. Golden Hour is described as having bright citrus notes, and includes maca and L-theanine (amino acid) derived from green tea. Champignon Dreams features strawberry and grapefruit, aided by reishi mushroom and passion flower. And Purple Lune features flavors of blackberry and vanilla, and includes ashwagandha (a medicinal herb) and tart cherry.
"Non-alcoholic drinks are here to stay," says McLachlan. "We want consumers to have something delicious and complex to sip on that promotes relaxation, that isn’t booze."
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