Non-alcoholic spirits brand Caleño has announced it will team up with Paragon Brands in an exclusive new distribution partnership.
This is first time Caleño has appointed a distributor in the UK, and the partnership comes after Caleño’s strong growth and success in the expanding no-and-low alcohol category.
The tropical and zesty flavoured distilled spirit range is inspired by the sun-drenched spirit of Colombia and the brand is “on a mission to bring joy to not drinking”.
With this new collaboration, Paragon Brands will bring Caleño’s tropical-inspired range to a wider audience, ensuring greater accessibility for consumers and retailers.
According to analysts, the UK no/low market more than doubled in 2024 on the year before. Caleño have recently expanded its portfolio with two new non-alcoholic rum alternatives, including the highly anticipated White Coconut.
Founder Ellie Webb’s idea for Caleño was sparked on a night out with friends “getting down to some Latin funk” but was frustrated by nights our being centred around alcohol.
After a holiday to Colombia, Ellie returned with the ideas for recipes for her sun-drenched Caleño range. Caleño has won two gold awards at The Spirits Business No & Low Masters and continues to receive acclaim from critics and consumers alike.
The non-alcoholic spirits range is the first in Paragon’s portfolio and both companies are committed to driving further growth in the high-quality, alcohol-free market.
Paragon Brands specialises in unique and unusual premium drinks brands. The company has 22 brands from around the world, including Żubrówka, Pusser's Rum, G'Vine Gin, Licor 43, and Martin Miller’s, in its growing stable and champion exciting and innovative drinks brands.
“I am excited to be partnering with Chris [Jones] and the team at Paragon," said Webb. “As one of the first non-alcoholic spirits to launch in the UK market, I am confident they will be able to build upon our success and I am delighted to appoint the company as our first UK distributor.”
Chris Jones, Managing Director at Paragon Brands, said: “We are thrilled to be partnering with Caleño, a brand that has truly made an impression on the non-alcoholic spirits’ market.
“Caleño’s vibrant, tropical range aligns perfectly with our mission to bring innovative and premium drinks to a wider audience.
“We are proud to enter this exclusive partnership with Caleño and we look forward to helping expand its reach, offering consumers more exciting, high-quality alcohol-free options.
“This partnership marks an exciting step forward in our commitment to driving growth in the rapidly evolving no-and-low alcohol market."
