From false press releases to misleading domain names, one man has allegedly gone to great lengths to sabotage his competitors.
and beverage stores have started popping up. The market for no-alcohol beer, wine, and spirits grew in volume by 8 percent between 2016 and 2020, according to the research firm IWSR Drinks Market Analysis. During the same time period, the alcohol-free spirits category alone expanded by almost 300 percent in terms of both volume and value.from major spirits companies, including a few of ArKay’s targets.
The press releases were mostly trolling at first, but as the months went on they escalated to include elaborate fabrications. In one, ArKay claimed it had reached a deal to acquire Seedlip and Ritual. A spokesman for Diageo says the company “was never considering selling Seedlip, nor a stake in Ritual, to ArKay.”
Around the same time, yet another press release announced the launch of NOLOalcohol, a new ecommerce marketplace for alcohol-free spirits. It had supposedly been founded by Sylvie Grattagliano, Reynald’s wife. Grattagliano may have come up with the concept for the AAFSA from his own experiences. In 2019, a trade group called the Scotch Whisky Association said it was investigating ArKay over how the company had labeled its nonalcoholic version of whisky, arguing that it could mislead consumers and damage the reputation of the category. ArKay later said it had changed its product descriptions to emphasize that they weren’t actually made using the liquor.
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