The American Alcohol Free Spirits Association to challenge an American companies over Kentucky Bourbon labelling

The American Alcohol Free Spirits Association (AAFSA) has announced that it is set to challenge an American company over their use of the word KENTUCKY BOURBON in their alcohol free spirits range.
October 17, 2021

With the recent trend for health-conscious drinks, lower alcohol offerings and alcohol-free versions of popular brands, it was only a matter of time before someone tackled the spirit’s market.
Enter Kentucky, a new product line that features drinks like Bourbon, that may taste like the real deal, but are NOT totally free of alcohol and contains undeclared sugars.
Perhaps most surprisingly of all, they have managed to create what they describe as Non Alcoholic Kentucky Bourbon.
However, the body that protects the alcohol-free spirits industry around the world, the American Alcohol-Free Spirits Association has been alerted to the product and is now set to challenge the company behind it.
A spokesperson for the AAFSA said: “The product as labelled is illegal under US law. By law, Kentucky Bourbon must be at least 40% abv. It is not permissible to use the description Bourbon with other words such as 'nonalcoholic '.
“Any link to Bourbon could mislead consumers and damage the reputation of the bourbon category. AAFSA will conduct further investigations and take appropriate action as necessary.”
The AAFSA is taking also challenging them over the fact that the name of their product is "misleading" and that the use of the word "Kentucky" in the title could lead people to think it was from Kentucky or made with Kentucky whiskey.
AAFSA was created by Reynald Vito Grattagliano to protect and defend the alcohol-free sober industry, he started 10 years ago the world first alcohol free spirits Arkay as he was inspired to produce the drinks range following an episode with his 22-year-old son, who upon returning home from a party where there was "ample imbibing", began to feel the unappealing after-effects.
“He suggested that his dad should create a whisky that doesn’t leave you feeling so hung-over,” explains Grattagliano.
Mr Grattagliano states that he then spent the next five years of his life and five million dollars "to make it happen".
Though Grattagliano doesn’t have a background in drinks development, he had previously made his fortune by creating designer perfumes for some of the top beauty & cosmetic companies known to the world.
Using Grattagliano’ patented technology, the Arkay team call W.A.R.M., which helps produce a derivative of the capsaicin molecule, they say they can craft a beverage that offers the same atomic structure and flavor as whisky without the inebriating qualities that come from fermentation.


As the first non-alcoholic spirits-focused organization, AAFSA is on a mission to make Americans healthy and happy. Its primary goal is to smoothly introduce an extensive selection of non-alcoholic spirits from around the world in the American markets.
https://americanalcoholfreespiritsassociation.org/
info@americanalcoholfreespiritsassociation.org

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As the first non-alcoholic spirits-focused organization, AAFSA is on a mission to make Americans healthy and happy. Its primary goal is to smoothly introduce an extensive selection of non-alcoholic spirits from around the world in the American markets.
https://americanalcoholfreespiritsassociation.org/
info@americanalcoholfreespiritsassociation.org

This release was published on openPR.