Caleño is one of a new generation of premium non-alcoholic spirits to enter the market.

In 2018, Rewrite Digital partnered with Caleño to steer its digital strategy and roadmap at a critical stage in its growth.

No-alcohol spirits have been gaining traction as more consumers opt to reduce their alcohol intake. The category has grown in value by 48% in the last year in the on-trade alone, against a backdrop of just 6% for the wider spirits market (CGI).

Rather than get lost in the traditional, highly competitive on-trade and off-trade distribution channels, Caleño has focused on growing its brand through a direct-to-consumer model, with digital at the forefront.

What we did

Rewrite Digital audited Caleño for its digital maturity and effectiveness at three key stages of its growth journey: pre-launch, post-launch and a 12-month forecast of future potential. A score was given for each stage with a detailed breakdown of digital opportunities and priorities.

Caleño today

Caleño is now operating its direct-to-consumer e-commerce store at and building a growing digital community of brand advocates. It’s recognised among the leading non-alcoholic spirits and is expected to further differentiate in 2019 with its planned digital activity.

“I really enjoyed working with Jon at Rewrite Digital, who took the time to really understand the different areas of my business and future plans, before coming back with a bespoke and detailed response on potential areas of development. It was also really helpful, as a completely new brand, to start to build a digital roadmap and use the audit to identify areas for development and establish a clear timeline with specific digital goals.”
Ellie Webb, Founder of Caleño