Tassoni unveiled its 2025 Collection at The Sanctuary Milan, introducing Cedrata Zero and two new organic references, Limonata La Biologica and Pompelmo Soda La Biologica. The event highlighted the latest trends in the beverage sector, including “zebra striping,” reflecting the evolution of responsible consumption.
Cedrata Zero represents a turning point for the brand: a sugar-free version of the historic Cedrata Tassoni, designed for an audience increasingly attentive to well-being. “Cedrata Zero is the modern expression of a Made in Italy icon, a tribute to tradition reinterpreted to meet the needs of today's consumers,” says Matteo Lunelli, CEO of the Lunelli Group and President of Tassoni.
At the same time, Tassoni enriches the mixology segment with Limonata La Biologica and Pompelmo Soda La Biologica. The first is characterized by organic femminello lemons from Etna, while the second highlights organic Sicilian pink grapefruit, sweetened with agave syrup, perfect for premium cocktails and mocktails.
The “zebra striping” phenomenon – alternating alcoholic and non-alcoholic drinks – is transforming consumption habits, with Millennials and Gen Z increasingly oriented towards balanced experiences. Tassoni responds to this trend with the First Italian Mocktail Competition, involving over 100 bartenders in eight cities to promote high-quality non-alcoholic mixology. With these innovations, Tassoni confirms itself as a pioneer of luxury soft drinks, offering solutions in line with the contemporary market, in which quality, well-being and sustainability define the new concept of luxury in beverages.
