With the introduction of Zero Zero 24, we are putting our first non-alcoholic spirit on the market. The herbal distillate based on juniper berries, lavender and elderflower is an ode to Rich Jenever No. 24, which was once designed by the 2nd generation Hooghoudt. The non-alcoholic drink is served with tonic or sparkling water and is ideal for those times when there is no drinking – for whatever reason.
Non-alcoholic cocktails have rapidly gained popularity in recent years. Trends such as Dry January and Sober October have resulted in a more conscious way of dealing with alcohol. However, the range of non-alcoholic spirits has been limited until now - something we are now trying to change.
'Non-drinkers also deserve the full experience when they go out', says Lennart Deddens, former Best Bartender in the Netherlands, who now owns The Stockroom. 'The time when the BOB is a bit extra with a spa red is over and people who don't drink for health reasons also want cocktails with depth. Zero Zero 24 offers that – it really has everything except the alcohol and the calories.”
Bert Hooghoudt, the fourth generation at the helm of the family business, says: “The most precious thing about this company is that we innovate based on the past. It is very special that we are creating something completely new based on the recipe my grandfather Ludolf Wietse Hooghoudt made in the last century. That makes Hooghoudt in my opinion so special and is the reason why we still appeal to new customers.”
The launch of Zero Zero 24 follows shortly after the unveiling of our new identity and the launch of RAW Genever and Aged Genever 5 years. All recent announcements reflect the sharpened focus on the modern consumer and mark the arrival of the upcoming gin era.