Zero-alcohol distilled ‘spirits’ brand Stryyk has extended its range with the launch of Stryyk Not Vodka.The Stryyk range is the brainchild of Funkin founder Alex Carlton and targets 18-35-year-olds who “choose not to drink alcohol, are having a night off or mixing up their night”. The range launched in July 2018 with two products: Stryyk Not Rum and Stryyk Not Gin. Like the rest of the series, Stryyk Not Vodka has been distilled and bottled in the UK. The new expression has undergone a “rigorous development process to ensure it delivers on flavour”. The 'vodka' has notes of cucumber and menthol with a “sweet, wheaty undertone and hints of coriander”. The finish is described as spicy, peppery and warming. Stryyk Not Vodka does not contain sugar, fat, carbs or artificial flavours and is described as “100% natural”. “Latest figures show that one in three people aged 16-24 never drink alcohol and those who do, drink less. So with so many consumers now choosing to stay sober, it is important for pubs and bars to review their non-alcoholic offerings,” said Carlton. “We are committed to offering the best tasting zero-proof spirits to enable the trade to deliver flavour-driven, credible and stylish no- and low-alcohol serves for the growing number of consumers looking to limit their alcohol consumption.” Stryyk Not Vodka, Stryyk Not Rum and Stryyk Not Gin each have an RRP of £15 (US$19.15) per 700ml bottle. The Stryyk range is currently listed in a number of UK-based outlets, including La Fromagerie, Nine Lives, Caravan Group, Bounce, Puttshack, Clos Maggiore, The Office Group, The Ministry Creative Workspace, Notes Coffee Bar, The Botanist and St Pancras Renaissance Hotel. Earlier this year, SB published an in-depth analysis of the burgeoning non-alcohol 'spirits' market, and asked whether greater transparency is needed in light of category growth.