Premium non-alcoholic aperitivo brand Tuscan Tree has entered the UK market through a partnership with renowned wine and spirits merchant Berry Bros. & Rudd Brands, which will serve as its global brand partner and distributor.
The launch gains immediate national visibility through an exclusive listing for Tuscan Tree Cloudy Elderflower at Marks & Spencer (M&S). The product will be available across the retailer’s UK estate from 23rd September 2026.
Tuscan Tree’s portfolio comprises three flavours: Blood Orange, Limoncello and Cloudy Elderflower. Each 70cl bottle carries a recommended retail price of £15 and contains less than 0.5% ABV. The range uses real fruit juice distillates, Italian sparkling wine notes and a layered selection of natural botanicals to recreate the flavour, sophistication and serving ritual associated with a classic Italian aperitivo.
Responding to demand for mindful drinking
M&S will launch Cloudy Elderflower nationwide ahead of the autumn and Christmas entertaining season. The timing supports growing consumer interest in Hugo Spritz-style serves and reflects wider food and drink consumer trends favouring moderation without compromising on experience.
Positioned within the premium low-and-no category, Tuscan Tree combines craft production with accessible everyday enjoyment. A typical 200ml serve, made with 50ml of Tuscan Tree and 150ml of a light mixer, contains 32 calories and 8g of sugar.
The full range is vegan-friendly and naturally flavoured, with no artificial sweeteners or artificial flavours. Its production draws inspiration from the orchards of north-west Italy, using ingredients including Sicilian blood oranges and Amalfi lemons. Each fruit is distilled separately before the alcohol is removed and the resulting liquids are blended with natural sparkling wine flavours.
Building a broader commercial presence
The M&S agreement represents the first stage of a wider route-to-market programme managed by Berry Bros. & Rudd Brands. The strategy will extend across UK retail, e-commerce and selected international export markets, with additional stockists expected to follow.
The launch reflects several food and beverage industry trends, including premiumisation in non-alcoholic drinks, evolving food manufacturing trends and demand for advanced food processing technology. It also aligns with broader food and drink industry innovation, food and drink sustainability priorities, and changing expectations around food and drink packaging, food and drink marketing and food and drink regulations.
For producers and retailers, the brand’s arrival illustrates how food distribution trends are creating opportunities for differentiated low-and-no products that deliver strong provenance, flavour and occasion-led appeal.
Commenting on the launch, Tim Davies, head of off trade at Berry Bros. & Rudd Brands UK, noted: “We are excited about the launch of Tuscan Tree and we are focused on building a brand which has long-term relevance within the Low and No category.”
