UK Non-Alc Botivo Sells Pleasure, Not Moderation, as Non-Alc Drinks Mature

Founded four years ago, non-alcoholic apéritif UK-based Botivo is up 408% year-over-year in all retail outlets, according to Circana’s tracking of no-and-low spirits value sales over the last 52 weeks ending June 13. The secret? A product and brand strategy built entirely around pleasure rather than moderation.