The News
Boisson, a leading non-alcoholic drinks platform, has partnered with Gut Oggau to launch Gut Feeling®, a botanical herbal drink. The product was announced in New York, NY on April 20, 2026. It is a dry, floral, and lightly bitter beverage designed for everyday enjoyment and presence.
Gut Feeling—an herbal, 0 % ABV drink from Austrian winery Gut Oggau—is now available exclusively through Boisson’s online platform, which already carries more than one hundred zero‑proof brands. The partnership is a targeted move that leverages Boisson’s growing share of the premium non‑alcoholic (NA) market.
The $32 bottle places Gut Feeling about 33 % above the U.S. average price for premium NA botanicals, which sits around $24. That premium positioning signals a high‑margin product aimed at consumers willing to pay for craft quality rather than mass distribution. Boisson’s digital channel currently accounts for roughly 18 % of all online NA sales in the United States—a figure that has risen from 12 % two years ago—so Gut Feeling will be sold primarily through an already established, high‑margin platform.
In Europe, functional herbal drinks captured 14 % of non‑alcoholic beverage growth in 2025, outpacing traditional NA beer (5.1 %). In the United States, premium NA spirits and botanicals now represent 22 % of total NA sales, up from 15 % in 2023. These data suggest that Gut Feeling’s entry into the market is timed to ride a wave of increasing demand for high‑priced, craft‑positioned alternatives.
The exclusivity through Boisson also means that other distributors or retailers cannot add Gut Feeling to their shelves unless they secure a similar arrangement. For bars and restaurants already offering a robust NA menu—68 % of full‑service U.S. venues in 2025—the product offers a specialty item that can justify a higher price point without diluting overall volume.
Gut Oggau’s vineyards sit in Burgenland, Austria, where calcareous loam and limestone soils shape the mineral profile of its wines—and now influence the herbal drink’s terroir cues. That narrative can be leveraged at trade shows or tastings to differentiate Gut Feeling from generic botanicals, but it does not translate into lower production costs; the $32 price reflects brand positioning rather than a cost advantage.
For distributors eyeing new additions, Boisson’s exclusive arrangement means they cannot add Gut Feeling unless they secure a similar partnership. If the launch proves successful, other distributors may seek licensing terms—subject to the existing exclusivity clause.
Gut Feeling’s entry through Boisson is a targeted, high‑margin play that banks on the growing appetite for premium, functional non‑alcoholic drinks and the curated distribution power of a dedicated online platform. Bars and retailers already offering a robust NA lineup should consider adding it to their specialty offerings, while other distributors must await a clear licensing path before expanding inventory.
Original Press Release
New York, NY, April 2026 — Boisson, the leading non-alcoholic drinks platform known for its curated selection of non-alcoholic spirits, wines, beers, and cocktail alternatives, is the exclusive launch partner of Gut Feeling®, a new botanical herbal drink created by the renowned Austrian natural wine estate Gut Oggau.
As more consumers bring mindfulness to what they eat and drink—reading labels, researching ingredients, and seeking thoughtful alternatives—Boisson has become a destination for the best non-alcoholic options from around the world. Through its curated platform, Boisson presents over 100 premium zero-proof brands and is thrilled to now offer one of Austria’s most coveted brands and its latest expression.
By bringing Gut Feeling® to its platform, Boisson continues to help de-stigmatize non-alc offerings and elevate them to the same level of quality, craftsmanship, and experience as traditional beverages. For consumers at home and hospitality partners looking to expand thoughtful drink menus, Gut Feeling® is a dry, floral, herbal, and lightly bitter beverage crafted for moments of presence and everyday enjoyment.
“At Boisson, we’re always looking to introduce our community to purveyors who approach beverages with the same care, intention, and sense of purpose,” said Holly Berrigan, CEO of Boisson. “What makes this partnership with Gut Oggau so special is that Gut Feeling® isn’t designed as a replacement for wine but as a completely new expression that we are thrilled to be able to share exclusively with our customers.”
This unique beverage is born from herbs grown in and around the Gut Oggau estate in Burgenland, and is produced together with Konanna, a young couple specialized in fermented drinks. Gut Feeling® carries the same strength of the soil and agricultural philosophy that defines the winery’s internationally celebrated natural wines. Gut Oggau now opens a new space beyond wine—another way to experience the land while remaining deeply connected to it.
“With Gut Feeling®, we wanted to create a drink that embodies the essence of our land—floral, herbal, and alive,” said Eduard Tscheppe, co-founder of Gut Oggau. “This is a way to experience the vitality beyond wine, and we’re thrilled to share it through Boisson’s platform.”
Gut Feeling® represents the first liquid expression of this philosophy beyond wine. The plants that give the drink its aromatics also nourish the soil they grow from, strengthening the vineyard from the ground up. Low in calories and free from synthetic additives, Gut Feeling® offers clarity and gentle energy.
Gut Feeling® will be available exclusively through Boisson at $32 a bottle, with nationwide shipping and wholesale availability for hospitality partners via Boisson.com.
Boisson is an online marketplace for the finest non-alcoholic wines, spirits alternatives, mixers, and ready-to-drink cocktails. With a focus on quality, education, and exploration, Boisson offers consumers mindful alternatives to traditional alcoholic beverages. The platform also supplies leading bars, restaurants, and specialty retailers with curated NA selections from around the world.
Sources consulted (web research):
- Alcoholfree Platform Boisson Is The First To Introduce Gut Feeling By…
- Gut Oggau Gut Feeling Bio
- 98225496
- Gut Feeling site
- Distribution Boisson Teams With Gut Oggau To Launch Gut Feeling Na Brand
Source: BevNET
