Nörten-Hardenberg, July 2024. Enjoy an exquisite drink and be fit the next day? That's no problem with EASIP. The brand stands for natural, non-alcoholic premium drinks and wants to create conscious drinking moments. What's special: Each EASIP variety serves a specific category. The new product EASIP FRUITS is an alcohol-free alternative to sparkling aperitifs, EASIP WOODS can be used instead of whiskey and EASIP FIELDS instead of gin.
These uses are clearly highlighted on the label. And the note “alcohol-free” is also unmistakable and makes the selection easier for all those who consciously want to avoid alcohol.
In addition to revising the labels, the bottle size for all varieties was changed from 0.5 l to the more common 0.7 l. The resulting optimized pricing strategy makes EASIP particularly attractive for a variety of occasions and strengthens its market positioning.
Since June, EASIP has been online in Hardenberg Spirits Shop available and can be ordered for stationary retail, catering, GFGH, FEH and e-commerce. The market launch of EASIP is accompanied by various retail promotions.
Creative thinking and inventiveness: This is how EASIP is shaping the market for non-alcoholic distillates
Mindful drinking, i.e. conscious alcohol consumption in moderation, is not the only issue: more and more people in Western Europe are not drinking alcohol at all¹. This is shown, for example, by established events such as "Dry January". Around 45% of 18-29 year-olds² plan to take part. Although the market for non-alcoholic spirits is still small, it is currently experiencing strong dynamism and major growth. 71% of users say that they have already drunk non-alcoholic spirits several times³.
EASIP takes up this trend creatively: The non-alcoholic distillates combine only natural raw materials such as the finest herbs and plants with modern knowledge and German craftsmanship. The brand was launched in 2020 by a small team consisting of the founders Nicolas, Alexander and Milan. They had the ambitious goal of bringing about a change in the non-alcoholic beverage market. The combination of tried-and-tested distillation processes with innovative approaches in food technology opened up the possibility of creating the perfect flavor compositions from the plant-based ingredients. Already in the early phase, the founders tested prototypes of their products in the catering and bar scene, where interest in non-alcoholic options is constantly growing. Numerous international awards and prizes followed. EASIP was taken over by Hardenberg-Wilthen AG in 2023.
EASIP – varied enjoyment without alcohol for lovers of gin, whiskey or aperitif
The non-alcoholic botanical distillates represent the categories gin, whiskey and aperitif and can be used in a variety of ways as a complex base for cocktails and long drinks. They are vegan and contain no artificial flavors or added sugar. In the production of EASIP, traditional steam distillation meets a process for producing essential essences. The result is three complex blends for a unique drink experience without alcohol.
"The addition of EASIP to our portfolio represents an exciting expansion of our range of non-alcoholic beverages," says Nicolaus Fehling, Director of Marketing & Sales, HardenbergWilthen AG. "The German brand not only expands our expertise, but also consolidates our position in the market. We look forward to being able to offer our customers a new non-alcoholic option that underlines our many years of expertise and commitment to high-quality products."
FRUITS, FIELDS and WOODS – all this is EASIP
EASIP FRUITS: The newest variety of the trio is reminiscent of a walk along the Mediterranean. Selected ingredients such as tart-sweet bitter orange and spicy vermouth give EASIP FRUITS its characteristic bitter-fruity note. Selected grapes and gentian ensure an unmistakably fresh and mild taste. The balanced, complex mixture forms a fruity base for a summery non-alcoholic drink.
ITALIAN SPRITZ (Signature Drink)
- 5cl EASIP FRUITS
- 20cl non-alcoholic sparkling wine or tonic water
Put ice cubes in a glass. Pour EASIP FRUITS over the ice and top up with non-alcoholic sparkling wine or tonic. Garnish with a sprig of thyme.
EASIP FIELDS:
The lightness of a walk in the fields - fresh, spicy and "herbal" in taste. The mixture of eight gently distilled botanicals impresses with juicy cucumber, lemony thyme, tart and spicy coriander seeds and invigoratingly hot ginger. EASIP FIELDS tastes particularly good with tonic water or soda in non-alcoholic drinks.
FIELDS & TONIC (Signature Drink)
- 5cl EASIP FIELDS
- 20cl tonic water
Put ice cubes in a glass. Pour EASIP FIELDS over the ice and top up with Tonic Wafer. Garnish with cucumber or thyme to taste.
EASIP WOODS:
Tastes like a trip into nature. After a revision of the recipe, selected plants and grains provide the malty, earthy note. Selected oak woods and caramel give EASIP WOODS its unmistakable woody, soft character. Perfect as a sour cocktail or with ginger ale in non-alcoholic drinks.
WOODS & ALE (Signature Drink)
- 5cl EASIP WOODS
- 20cl Ginger Ale
Put ice cubes in a glass. Pour EASIP WOODS over the ice and top up with ginger ale. Garnish with orange zest or cinnamon stick to taste.
EASIP (<0.5% vol.) in the varieties FRUITS (EAN single bottle 4270001228550), FIELDS (EAN single bottle 4270001228512) and WOODS (EAN single bottle 4270001228536) costs 19.99 euros (RRP) per 0.7 l bottle and has been available online since June 2024 in the Hardenberg Spirits Shop available and can be ordered by partners from retail and catering.
1) Source: Nielsen cf. 2014 to 2023
2) Source: Martini survey of 2,500 alcohol consumers in Germany, December 2021
3) Source: mafowerk study “Consumer Insights Non-Alcoholic Spirits” (March 2023) among 1,000 consumers
