NOOT, the zero-alcohol cocktail brand, has appointed independent communications agency SBCo to lead its Australian public relations and communications strategy.
With its distinctive ‘First Drink Feels’ proposition, NOOT has challenged traditional perceptions of non-alcoholic drinks.
Combining classic cocktail flavours with its proprietary NootBuzz blend, the brand is designed for consumers who want to retain the ritual, flavour and social experience of a cocktail, without alcohol.
NOOT’s portfolio includes ready-to-drink zero-alcohol cocktails and spirits. Its range is crafted for a variety of occasions.
Available in 250 ml ready-to-drink cans and 700 ml bottles, the range features a selection of cocktail-inspired flavours, including cans in Watermelon Marg, Ginger Mule, Negroni Spritz and Limoncello Spritz. The bottled collection includes Watermelon Agave, Green Apple Whiskey, Aperitivo Italiano, Limoncello, FireFlyer Spiced Whisky and Spicy Agave.
“NOOT was created around a simple idea: people still want the ritual, the celebration and the connection that comes with drinking socially, but they don’t necessarily want alcohol to be part of that experience. NOOT is built around one moment: the first drink, the feeling of that first round with friends: shoulders back, everyone relaxing, the mood lifting and the whole night still ahead of you,” said NOOT co-founder and CMO Kieron Barton.
Co-founded by brothers Kieron and Christian Barton, alongside Gareth Whittle, the trio were behind the international growth of Rekorderlig Cider, having built the brand across Australia, the UK and the US before selling the distribution rights.
“NOOT has a very clear point of view, and that is what makes it such an exciting brand to build. We’re not positioning NOOT as a substitute or a compromise, instead it’s a drink with its own personality, energy and place in people’s lives. SBCo will lead NOOT’s Australian communications strategy, with a focus on brand storytelling, media relations, profile building and strategic opportunities across drinks, business, marketing, lifestyle, hospitality and wellness media,” said NOOT co-founder and CEO Gareth White.
Founder and Director Sally Burleigh brings more than 30 years’ experience across media, brand and communications, with a specialist focus on founder-led, lifestyle, hospitality and consumer brands to the account.
“NOOT is a genuinely compelling brand at the intersection of drinks innovation, lifestyle and changing consumer behaviour. With the festive season and summer ahead, there is a strong opportunity to introduce NOOT to a broader Australian audience and build its profile in a way that is distinctive, culturally relevant and commercially meaningful,” said SBCo founder and director Sally Burleigh.
