Premium non-alcoholic aperitivo brand Tuscan Tree has officially launched in the UK, partnering with prestigious wine and spirits merchant Berry Bros. & Rudd Brands as its global brand partner and distributor.

Marking a key launch milestone, the brand has secured an exclusive nationwide listing with Marks & Spencer (M&S) for its Cloudy Elderflower variant, rolling out from 23rd September 2026.

The full Tuscan Tree line-up introduces three distinct expressions — Blood Orange, Limoncello, and Cloudy Elderflower. Priced at a recommended retail price of £15 per 70cl bottle, each variant comes in at below 0.5% ABV. The range combines real fruit juice distillates, Italian sparkling wine character, and a complex blend of natural botanicals to replicate the authentic flavour profile and ritual of a traditional Italian aperitivo.

Meeting the demand for mindful refreshment

M&S is introducing the Cloudy Elderflower expression across stores nationwide ahead of the key autumn and Christmas entertaining period, tapping into the soaring popular demand for Hugo Spritz cocktails.

Designed for consumers seeking mindful moderation without sacrificing taste or ritual, Tuscan Tree brings high-end craft to the low-and-no category:

• Light & Low-Calorie: A standard 200ml serve (50ml Tuscan Tree paired with 150ml light mixer) contains just 32 calories and 8g of sugar.
• Pure & Inclusive: The entire range is vegan-friendly, naturally flavoured, and contains no artificial sweeteners or artificial flavours.
• Craft Distillation: Inspired by the orchards of north-west Italy, the production process utilises real fruits — such as Sicilian blood oranges and Amalfi lemons — which undergo individual distillation and alcohol removal before blending with natural sparkling wine flavours.

Retail & on-trade commercial strategy

The initial M&S roll-out serves as the cornerstone of a broader distribution strategy led by Berry Bros. & Rudd Brands, spanning UK retail, e-commerce, and select global export markets, with further stockists slated for rollout.

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.”