![]() Is the future of drinking lower-proof? It’s certainly seeming so.If you’ve ever described yourself as “sober-curious” or committed to a “Dry January,” non-alcoholic spirits may not be new to you the space has been slowly expanding for years. Consider that 30% of the country doesn’t drink and a further 30% consumers less than one drink a week.īars are catching wind of this, and it’s becoming the norm to offer low- and no-ABV cocktails on standard menus. The drinks market analysis firm notes that though the market is avoiding higher-end alternatives of no-ABV beverages.Ĭonsumers are open to alcohol-free drinks far outside of January (though Mintel INTC noted that social media mentions of ‘Dry January’ increased 1,083% between 20). The IWSR reported in a recent press conference that the non-alcoholic spirits category has seen excellent growth over 20, with 10% CAGR growth. Today Ghia hit shelves a bitter aperitif with gentian, lemon balm, fig and elderflower. Late last year, noted bartender John DeBary launched Proteau, a non-alcoholic aperitif made with blackberry juice, with hints of fig vinegar, chrysanthemum, licorice and black pepper. Now, there are not just base spirit replacements, but fully NA aperitifs and amaro. Google Trends, searches for ‘benefits of quitting drinking’ have increased by 70% in the last five years.” Data from industry analysts report global consumers explicitly mention ‘non-alcoholic’ 81% more often than just one year ago. “Whole Foods Market named alcohol alternatives one of the Top 10 trends of 2020. I made NA margaritas at a backyard BBQ, and a spirit-free martini in lieu of my usual happy hour glass of wine.) (During a recent course of antibiotics, I was pleasantly surprised at how diverse my non-drinking options were. No-proof options, like Ritual and Seedlip, allow non-drinkers to have grown-up drinks and finally partake in cocktail culture. Often, non-alcoholic drinks are limited to overly saccharine sodas or banal fruit juices. Many see it as a healthy choice, for better sleep and quicker recovery.” “Some of them are looking to drink a little less. He estimates that their target demographic is anyone who wants a cocktail without the dizzying proof. “According to purchase data from Amazon, our demographic ranges from 20 to 65, evenly split between men and women, with income at all levels,” Sakey says. Particularly in the time of Covid-19, leaning on a direct-to-consumer strategy has kept the business moving forward, selling bottles through Amazon AMZN and the brand’s own website.Īpparently, everyone. We expect to be in major grocery chains across the country in 2021.” ![]() “But we’re also in major retailers like Binny’s Beverage Depot and Total Wine & More. “Because our products aren’t alcoholic, we’re able to sell online, and have customers in all fifty states,” Sakey continues. They can sell in alcohol retailers, but also regular grocery stores and other retail outlets. While regular spirits brands are limited to licensed on- and off-premise retailers, non-alcoholic products don’t fall in those regulations. ![]() It’s neither alcoholic beverage nor mixer. Part of the success has been the in-between category the product lives in. “To meet demand for Tequila Alternative, we had to have two shifts working seven days a week to pack and ship boxes,” describes Sakey. The spirit-free tequila’s entrance to market has been equally as explosive. ![]()
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