At the 2025 London Spirits Competition, Spirits of Virtue proved that non-alcoholic spirits can hold their own on the world stage. Their Glen Dochus – Island Blend was named Non-Alcoholic Spirit of the Year, while the company earned the title Non-Alcoholic Producer of the Year. But for Managing Director Roddy Nicoll, this moment is less about validation and more about acceleration. Blending Scottish identity with a sharp sense of innovation, Glen Dochus isn’t chasing comparisons — it is carving out its own place. In this conversation, Nicoll talks about global expansion, the evolving non-alc drinker, and why the best visions are the ones that never sit still.

Image: (In Front) Roddy Nicoll, Managing Director/Founder, and Kerr Nicoll, Production Director/Co-Founder - Spirits of Virtue Ltd.

We’re thrilled—and we’re definitely not going to be shy about it. These awards are validation of what we’ve believed for years: that non-alcoholic spirits deserve the same craft, storytelling, and shelf presence as anything with ABV.

And this isn’t a one-off—this is the second year we’ve taken home ‘Non-Alcoholic Spirit of the Year’ for one of our products.  We’re incredibly proud of that. While we craft over 30 products, we don’t carpet-bomb the awards circuit—we submit a curated few that we feel truly represent our work. So when we win, it means something.

I treated myself to a bit of a 'Super Bowl' ring last time around… so I guess this one’s for the other hand now!

From a business angle, the accolades are fuel. We’ll be using them to open conversations in new markets, strengthen our retail partnerships, and help consumers feel that spark of curiosity. And yes, you’ll see those shiny medals on our bottles, on our decks, and probably tattooed across a few sales presentations.

Glen Dochus has clearly struck a chord with the judges. What makes the Island Blend stand out in the increasingly crowded no-and-low category—and what’s the story behind its creation?

Island Blend is built on one idea—character. It’s smoky, coastal, complex, and unmistakably Scottish. It doesn’t try to mimic anything; it exists in its own right. It’s bold but refined, and that balance is what wins people over.

As for the story—it was born from obsession. We knew if we were going to do a non-alcoholic Scotch-style spirit, it had to be worthy of the name. And we weren’t stopping until we nailed it. It took years, but we finally captured that unmistakable sense of place.

Image: Glen Dochus – Island Blend was named Non-Alcoholic Spirit of the Year 2025 at the London Spirits Competition..

Can you share more about your current market presence in the UK and beyond? Which key retailers, e-commerce platforms, or restaurant groups are stocking Glen Dochus, and how are you approaching new market entries or expansion?

We’re deeply embedded in the UK—ASDA, ALDI, and numerous online retailers. Across the pond, we're currently listed on Walmart and available via Amazon—where Glen Dochus is the #1 Scotch alternative. E-commerce is a big channel for us.

What’s happening across Europe is also exciting. Poland is flying. Scandinavia is heating up fast. And the U.S. is our current major focus, particularly with our sample-first approach—liquid-on-lips moments that get people into the category without committing to a bottle right away. It’s a different route to market, but one that plays to our strengths: trial, quality, and storytelling.

Who is your core consumer? What occasions and lifestyles are you speaking to with Glen Dochus? And how has the reception differed across international markets, if at all?

We serve the modern drinker—the one who wants the occasion without the compromise. Our customers are people who care about quality, care about culture, and want to be part of something progressive. They’re not abstainers; they’re choosers.

In the U.S., they lean wellness-focused and brand-aware. In the Middle East, it’s about lifestyle and cultural alignment. In Europe, there’s a real shift toward moderation—but with flavour as the driver. One size doesn’t fit all, but Glen Dochus wears well just about everywhere.

Image: Glen Dochus - premium non-alcoholic beverages.

As a premium non-alcoholic spirits producer, how do you support your distribution and import partners in moving stock? Are there particular trade or consumer-facing activations that have worked well?

We don’t hand over a box and say, “Good luck.” We deliver a Scottish playbook—rich in assets, full of theatre, and always ready for retail. We were gifted the best image rights in the world as Scots: castles, kilts, clans, the lot. So, we lean into that with unapologetic pride. 

We give partners the tools: QR-led campaigns, tasting events, brilliant POS, and training. And when you’ve got men in kilts handing out samples with a wink, trust me, people stop and ask questions.

Image: Production Director Kerr Nicoll at the PLMA trade show in Amsterdam.

Spirits of Virtue presents itself as a forward-thinking, values-driven business. How do sustainability and innovation intersect in your production and brand philosophy?

We’re building a 45,000 sq ft factory right now in Clydebank because we’re growing at pace, and likewise, the category deserves scale, speed, and global reach. For us, innovation isn’t just about ingredients—it’s about infrastructure. It’s about doing things differently, more efficiently, and always with ambition.

We started as a boutique operation as a family business, now we’re laying the foundation to be the world’s leading non-alcoholic producer. The factory is just one part of it. For us, innovation means rethinking how a modern business should operate—from agile distribution to smart systems that scale craft with integrity. It’s about staying true to our values while building for the future.

Image: The Spirits Of Virtue Team.

With the non-alc sector evolving rapidly, what’s next for Glen Dochus and Spirits of Virtue? Are there plans to extend the range, explore new categories, or build further collaborations with the on-trade?

We set out to be a great producer. Then we thought—why not build the Diageo of non-alcs? We already have the largest portfolio of alcohol-free spirits globally. The next step is building the infrastructure and distribution muscle to match.

Range extension? Always. New categories? Constantly in motion. Collaborations? We’re talking to some brilliant people.

But here’s the truth: the vision changes every morning. It has to. That’s how you stay ahead. The dream must always be bigger than the memory—and right now, we’re having an amazing time doing it. The moment it stops being fun, it’s time to change. But until then? We’re all in.

Conclusion

With a major factory expansion underway and a restless appetite for innovation, Spirits of Virtue is moving fast — but thoughtfully — into its next phase. Glen Dochus is not simply a product of its time; it’s part of a broader rethink about culture, choice, and quality in the drinks world. As Roddy Nicoll sees it, the real work is just beginning: keeping the momentum alive, staying open to change, and making sure that every new chapter feels just as bold as the first.

In conversation with Malvika Patel, Editor and VP, Beverage Trade Network

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