New Decaf Expression Targets Evening Cocktail Occasions

Luxardo has introduced Luxardo Decaf Espresso Liqueur, marking the Italian liqueur producer's first foray into the decaffeinated spirits category. The product launches exclusively in the U.S. market, imported by San Francisco-based Hotaling & Co.

The move comes as espresso cocktails—particularly Espresso Martinis—remain among the most popular on-premise drinks, yet consumers increasingly seek caffeine-free alternatives for evening service. Luxardo's decaf expression contains just 0.4 mg of caffeine per ounce and is bottled at 27% ABV.

Production Process Mirrors Caffeinated Original

The decaf liqueur follows the same multi-step infusion process as Luxardo's best-selling Espresso Liqueur. Decaffeinated Arabica beans sourced from Brazil, Vietnam, and Uganda are roasted, ground, and infused over 25 days. The company describes the result as delivering "bold, authentic espresso flavor" with notes of cocoa, subtle sweetness, and a smooth, balanced finish.

"Innovation is never about moving away from tradition, it's about finding new ways to express it," said Matteo Luxardo, global export director at Luxardo. "Creating a decaffeinated version of our espresso liqueur allowed us to stay true to tradition and our quality standards while expanding the ways people can enjoy espresso cocktails to their liking in a modern context."

Market Positioning and Availability

The liqueur carries a suggested retail price of $29.99 for a 750 ml bottle. Initial distribution includes major retailers such as BevMo!, Total Wine & More, and Eataly, along with on-premise accounts and online sales through luxardousa.com and shop.hotalingandgo.com.

Brian Radics, chief marketing officer at Hotaling & Co., framed the launch as filling a gap in bar programs. "For years, espresso cocktails have been one of the most in-demand serves on menus, but there has never been a true decaf solution behind the bar. As consumers increasingly seek to extend café-style moments into the evening without the effects of caffeine, the decaf liqueur provides a cocktail-ready solution," Radics said. "Espresso Liqueur has been the fastest-growing product in the U.S. Luxardo portfolio. We believe consumers and bartenders will respond similarly to our new decaf offering and embrace decaf cocktails as part of their cocktail programs and at-home occasions."

Why It Matters

For bars seeking to expand cocktail dayparts without relying on fresh espresso infrastructure, a shelf-stable decaf liqueur simplifies execution—particularly for evening service when caffeine sensitivity becomes relevant. The product targets a gap in the ready-to-drink liqueur category and signals liqueur makers' attention to consumer wellness trends. Early retail placement at major chains suggests Hotaling expects meaningful volume uptake.

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Written by FBM Publications Editors