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DioniLife launches non-alcoholic beverage company with mission to revolutionise industry
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Tuesday, 24 September, 2024, 08 : 00 AM [IST]
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New York, USA
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DioniLife, a company founded by spirits industry innovators, announces its initial launch in US and UK, with additional global rollout announcements to come. The company will focus exclusively on non-alcoholic adult beverages and aims to build a portfolio of high-quality, flavourful products across beverage categories, both through internal development and acquisition. The first acquisition, Mash Gang, will bring premium non-alcoholic beer with a passionate fanbase to a much broader audience.
Damian McKinney, CEO and founder, said, "DioniLife introduces a new standard for celebrating and socialising with non-alcoholic beverages, with an uncompromising dedication to taste and consumer experience. Exceptional quality and an attention to the rituals associated with how consumers enjoy these products are paramount to how we develop our diverse portfolio. These are a far cry from some non-alcoholic 'alternatives.' They are first-choice selections."
The only exclusively non-alcoholic portfolio company founded by executives from the spirits industry, it features a team whose members spearheaded leadership, operations, innovation, finance, sales and distribution at top spirits companies including Diageo, Stoli Group, Guinness and Heineken. In addition to McKinney, formerly Stoli Group's global CEO, the team includes Steve Wilson, global leader of Innovation and an industry veteran who was previously Diageo's head of global innovation and has created many internationally renowned spirits brands.
"We are using the lessons we've learned from decades of brand-building experience to contribute to the betterment of the world, both through spreading our company philosophy and improving consumers' beverage experience," said McKinney.
Multiple new products and brands by the company are in advanced stages of development. "Our guiding principle is that we will never compromise on taste or quality. We will carefully release drinks as they meet our industry-leading standards. We insist on exceeding expectations in each category we enter," said Wilson.
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