Tuff is a new type of non-alcoholic beverage for people with grown-up taste. It’s not an imitation of anything the way alcohol-free beer or wine is. Nor is it like cider or some intolerably sweet alcopop. The whole concept, from name to liquid, is on a track of its own.

Even though Tuff, the drink, in many ways is quite politically correct (no added sugar or preservatives, organic ingredients only and so on) the brand is light-hearted. The Swedish word tuff means tough and pronounced it sounds a little like an old steam engine. Tuff pokes fun at tired machismo which often surrounds alcohol in that not derailing is more attractive than being shit-faced. Full speed ahead!