Non-alcoholic cocktails: Casoni Liquori becomes the distributor for Sir. James 101 in Italy and the UK

Hello there! As a UK-based blogger covering the drinks industry, I’ve polished this text to ensure it reads naturally for a British professional audience while maintaining that sophisticated, “industry-insider” tone.

Here is the professional translation:

Casoni Secures Exclusive Distribution for Sir. James 101 in Italy and the UK

Casoni Fabbricazione Liquori, the historic Italian powerhouse in the spirits and distillation sector, has announced it will be the exclusive distributor in Italy for Sir. James 101. This international brand of alcohol-free Ready-to-Drink (RTD) cocktails is already a firm favourite across major European markets.

First launched in Europe in 2020, Sir. James 101 offers a curated range of cocktails designed for those who wish to enjoy social moments without compromising on the sensory experience of a well-crafted drink.

Authenticity in Every Sip

Crafted using natural aromas and extracts, Sir. James 101 drinks are defined by their authenticity and aromatic depth—qualities that have earned the brand widespread placement across major international retail chains. The current portfolio includes:

• Alcohol-Free Gin Tonic: Featuring fresh notes of juniper and citrus.
• Mojito: A vibrant, refreshing blend of lime and mint.
• Aperitivo Spritz: Fruity with a delicate bitter finish, perfect for the aperitivo hour.

Every serve is ready to enjoy, whether at home or on the go. They are best served chilled straight from the bottle or elevated in a glass with ice and garnish for a more sophisticated touch.

Strategic Rollout and UK Expansion

The line made its official Italian debut in September 2025, launching in the on-trade sector via Casoni’s direct sales network and regional distributors. An off-trade launch—the primary channel for this category—is set to follow.

Notably, Casoni has also been appointed as the exclusive distributor for Sir. James 101 in the UK market through its commercial subsidiary, further strengthening its international footprint.

A Word from Casoni

Stefano Tirtei, Commercial Director at Casoni, commented on the partnership:

“With Sir. James 101, we are strengthening our non-alcoholic portfolio—a category we have championed for several years. This marks a new chapter where we challenge ourselves not just as a producer, but as a distribution platform for brands looking to enter the Italian and British markets through our expert teams. We are bringing a product line to Italy and the UK that perfectly captures evolving consumer trends.”

Tirtei continues: “In a shifting landscape, it is essential to identify alternative solutions that respect our positioning and assortment logic. Following successful market validation over recent months, and with the support of our distribution partners, we are confident in a positive market response—which is already reflected in our current orders. This launch confirms our ambition to grow both domestically and internationally.”