Buc-ee’s, meet Spirits of Virtue

Spirits of Virtue Enters the US Convenience Channel with Four-SKU Launch at Buc-ee's in Texas

Scottish non-alcoholic spirits producer secures shelf space at one of America's highest-footfall retail formats, marking its first move into US large-format convenience.

Glasgow, Scotland — Spirits of Virtue, the Scotland-based producer of premium non-alcoholic spirits, announced the launch of four of its flagship products at select Buc-ee's locations across Texas. The listing marks the company's entry into the US large-format convenience channel and its most significant distribution milestone to date.

The launch range comprises:

• Glen Dochus Export — whiskey alternative
• CeroCero White Grapefruit & Lemongrass — gin alternative
• Pearsons Rhubarb & Ginger — gin alternative
• SOBOUR Bourbonesque — bourbon alternative

A Distribution Milestone in a High-Growth Category

Buc-ee's operates some of the highest-traffic retail sites in the United States, with flagship stores drawing millions of visitors annually. Securing a four-SKU listing across select Texas locations gives Spirits of Virtue meaningful shelf presence in a channel that few non-alcoholic spirits brands have accessed at scale.

“This is a proof point that non-alcoholic spirits travel beyond specialist retail and on-trade into mainstream, high-volume convenience; Texas is a deliberate beachhead for wider US expansion,” said Roddy Nicoll, Co-Founder of Spirits of Virtue.

The launch follows sustained growth in the US non-alcoholic spirits category, driven by moderation trends among consumers and broader year-round demand. For Spirits of Virtue, the listing diversifies the company's route to market beyond its established European base and provides a scalable template for further US retail partnerships.

Availability

The four products are available now at seven Buc-ee's locations in Texas, including locations in Waller, New Braunfels, Bastrop, Texas City, Baytown, Terrel, and Fort Worth. Recommended retail pricing is $29.99 per 23.7 fl oz bottle.

About Spirits of Virtue

Spirits of Virtue is a non-alcoholic spirits producer based in Scotland, creating over 30 SKUs across 9 brands for consumers seeking the complexity of spirits without the alcohol. Its portfolio includes Whiskey, Vodka, Tequila, Gin and Bourbon.