Goodrays has partnered with Spencer Matthews’ non-alcoholic spirits brand CleanCo to launch a promotion in Waitrose highlighting the versatility of CBD.
The four-week promotion will run across 146 Waitrose stores and online from 26 September. It will offer shoppers 25% off both Goodrays’ mixed pack and CleanCo’s non-alcoholic spirits.
It would “raise awareness around new ways to serve and incorporate both CBD and non-alcoholic spirits into consumers’ daily routines and lifestyles”, Goodrays said.
The promotion will be advertised in store via a fixture in the booze aisle – a first for Goodrays, which normally sits in the functional drinks section of Waitrose.
Being merchandised adjacent to alcohol would help demonstrate to shoppers they could consume the drinks as “an alternative for an evening tipple”, Goodrays said.
The offer will be accompanied by a social media and PR push featuring four new cocktail recipes created by CleanCo’s in-house mixology team using Goodrays’ drinks.
Each recipe had been “specifically created for evening relaxation, with additional benefits to help consumers strive for a restful sleep and a hangover-free morning”, said CleanCo.
“We’re buzzing to be working with someone like Spencer Matthews and CleanCo on this partnership,” said Goodrays founder Eoin Keenan. “Our consumers want to see new and exciting ways to moderate drinking, and calming cocktails are perfect for at-home drinking moments when you need to relax, unwind and recover.”
“It’s been so exciting working with Eoin and the team at Goodrays to prove just how creative you can be when it comes to alcohol-free mixology,” Matthews said. “We’re both founders shaking up our respective industries and it’s been great fun to collaborate.”
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