Berry Bros. & Rudd Brands appointed as distributor, with M&S securing exclusive listing for Cloudy Elderflower expression.
Tuscan Tree, a premium non-alcoholic aperitivo range, has launched in the UK with Berry Bros. & Rudd Brands acting as its distributor and global brand partner. The launch includes an exclusive M&S listing for its Cloudy Elderflower expression, available from 23rd September 2026.
The range features three expressions: Blood Orange, Limoncello, and Cloudy Elderflower. Each product is below 0.5% ABV and has a recommended selling price of £15 per 70cl bottle. Tuscan Tree combines real fruit juice distillates, Italian sparkling wine flavour, and a complex blend of natural flavours, developed to bring the Italian aperitivo experience to the low-and-no alcohol category.
M&S will initially introduce the non-alcoholic Cloudy Elderflower aperitivo across its national stores. This offering responds to the popularity of the Hugo Spritz and aims to provide a floral option for the upcoming Christmas gifting and entertaining season. A 200ml serve, made with 50ml Tuscan Tree and 150ml light mixer, contains 32 calories and 8g of sugar, appealing to those moderating alcohol intake.
The M&S launch is part of a broader distribution strategy managed by Berry Bros. & Rudd Brands, which covers UK retail and online channels, as well as select international markets. Additional listings with new stockists and retailers are currently in development across the country. Tim Davies, Head of Off Trade at Berry Bros. & Rudd Brands UK, said: “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.”
Inspired by the orchards of north-west Italy and the tradition of the aperitivo hour, Tuscan Tree draws its flavour cues from classic Italian aperitifs. Production involves fruits such as Amalfi lemons and Sicilian blood oranges, with individual distillates undergoing alcohol removal before blending and bottling. These are blended with real sparkling wine flavour and other natural flavours to create a refreshing, bittersweet character.
You Might Also Like:
Bunta Beer launches as UK’s first non-alcoholic Indian craft lager
Isle of Raasay Distillery appoints GHF to drive UK growth across whisky and non-alcoholic portfolio
English firm acquires Edinurgh alcoholic ginger beer brand founded in 1801
Banana Tree teams up with Uber Eats to boost UK delivery reach
The product’s presentation reinforces a vintage Italian botanical illustration style. The tall, clear glass bottles feature botanical illustrations, Tuscan countryside scenes, and gold-coloured label borders, with distinct colours for each expression. Limoncello is bright yellow with lemon illustrations, Blood Orange has an orange-red appearance with citrus imagery, and Cloudy Elderflower features leafy green detailing with an elderflower illustration and a pale, cloudy liquid.
For retailers, the M&S launch provides a seasonal opportunity for host gifts, festive drinks selections, and home entertaining, with the bottle design of Cloudy Elderflower offering a clear gifting narrative. For hospitality operators, Tuscan Tree provides a simple serve for aperitivo menus, hotel bars, receptions, and festive events. A recommended preparation combines 50ml Tuscan Tree with 150ml soda or tonic, served in a large, ice-filled copa glass with a garnish. Each 70cl bottle provides 14 large measures, offering a straightforward basis for calculating serve costs.
The range can also be paired with regular Prosecco to create an alcoholic spritz, while the Blood Orange expression can serve as a base for non-alcoholic Negroni-style cocktails. Tuscan Tree products are naturally flavoured, vegan-friendly, and contain no artificial flavours or sweeteners. The non-alcoholic Cloudy Elderflower is presented as a gift to open, pour, and enjoy.
