Casoni Liquori becomes official distributor for Sir. James 101 in Italy and the United Kingdom

Casoni Fabbricazione Liquori announces the exclusive distribution in Italy and the United Kingdom of the Sir. James 101 line, an international brand of ready-to-drink non-alcoholic cocktails. The agreement consolidates the strategy of the Emilia-based company, which focuses on innovation and the ability to capture new trends in the beverage market.

The NoLo (No & Low Alcohol) segment is currently one of the most significant global phenomena. More and more consumers, particularly the younger generations, are looking for quality non-alcoholic alternatives that guarantee taste and conviviality. Sir. James 101 was founded in Europe in 2020 specifically to meet this need.

Sir. James 101 cocktails are made with natural flavors and extracts. The brand has already achieved wide international distribution thanks to the authenticity and aromatic richness of its products. The range includes the non-alcoholic Gin Tonic, with notes of juniper and citrus, the Mojito, with lime and mint, and the Aperitivo Spritz, fruity and slightly bitter.

All drinks are ready to drink, served cold in the bottle or with ice and garnish. A proposal designed for both home consumption and out-of-home, capturing the growing demand for alcohol-free alternative experiences.

The line was officially presented in September 2025 in the On-trade channel through the Casoni sales network and regional distributors. A launch in the Off-trade channel is also already planned, as it is considered strategic for this category.

Casoni has also been chosen as the exclusive distributor of Sir. James 101 for the United Kingdom, through its commercial branch. A move that strengthens the international presence of the historic Italian company.

“With Sir. James 101, we are strengthening our non-alcoholic alternative offerings, which have been in our catalog for several years, and we are beginning a journey that challenges us not only as a producer but also as a distribution platform for brands wishing to approach the Italian and British markets through our teams. We are bringing a product line to Italy and the UK that interprets new consumption trends, and we aim to respond effectively to a changing market,” stated Stefano Tirtei, Sales Director at Casoni.

“The Sir. James 101 line of non-alcoholic cocktails integrates with our commercial strategy, which is increasingly oriented toward creating a clear brand value proposition through quality, listening to consumer needs, innovation, and convenience. In a time of changing consumption trends, it is necessary to identify alternative solutions while respecting our positioning targets and assortment consistency.”

“Following the market validation carried out in recent months, we are confident, with the support of our distribution partners, in a positive market response that is already being reflected in orders; thanks also to this new addition, we confirm our desire to grow within the national territory and beyond.”