Non-alcoholic distillates leading the booze free beverage revolution
According to “Non alcoholic drinks: a growth story”, the latest report conducted this year by Distill Ventures in conjunction with leading trends consultancies CGA and IWSR, the category’s economic potential and growth is been driven by both, trade professionals and consumers.
In fact, with the increased curiosity and demand for Zero ABV drinking experiences, able to match in look, taste, garnish and texture the alcoholic cocktails, the mixology community’s creativity is encouraged to experiment with those new interesting ingredients.
More than a soft drink
According to the report, consumers are looking for non-alcoholic complex, qualitative and interesting alternatives able to meet their preferences and expectations, without renouncing to the ability to choose.
The three main criteria to consider are:
Occasion: there should be equivalency between the alcoholic and Zero ABV cocktails available, with the latter ones offering the same qualitative experience, just without the alcohol.
Flavour: cocktails should be in line with the evolution of the market, by being innovative yet similar in taste and texture to the alcoholic drinks.
Craft & Serve: guests should be able to enjoy a complex drink, created with the most authentic and sophisticated mixology techniques.
“Better not more”
With the fast growing attention among consumers for more health conscious and mindful options, non-alcoholic cocktails represent an attractive alternative not only to sober drinkers, but also to people looking to balance their experience by mixing, even in during the same occasion, alcoholic and non-alcoholic beverages: in the UK 59% of people order both options on night outs, while only 29% drink solely alcoholic cocktails.
UK vs US
Distilled Ventures’ research shows some interesting data of two of the most influential cities of our industry: London and Los Angeles.
271 Premium Soft Drinks have been launched in UK in the last 12 months
Between April and October 2018 38 non-alcoholic distillates were launched in UK
55% of venues are offering dedicated menus or sections of their menus to non-alcoholic drinks
42% of the London on-trade community is expecting non-alcoholic spirits to play a key role in their overall sales mix over the next 12 months
The inclusion of more complex non-alcoholic options brought 23% of the most high end venues in London to increase their category sales in the last 12 months compared to the previous year
83% of Bar Managers in LA showed a positive reaction and enthusiasm towards the non-alcoholic trend (while in NYC this has not gathered the same level of consent)
33% of cocktail bars and 40% of restaurants in LA offer a dedicated non-alcoholic menu
Sophisticated production techniques
Besides many consider Zero ABV distillates less complex, because of the absence of alcohol, giving life to an high quality product, able to deliver the same experience provided by the regular cocktails in terms of taste, appearance, bite and presentation, it is actually very difficult and requires an high level of expertise.
As demand grows, supply grows
As the consumers show every day more curiosity and desire for non-alcoholic drinks, bars and restaurants are embracing with enthusiasm and creativity the new exciting challenge that the trend is demanding: providing a sophisticated drinking experience which doesn’t involve alcohol.
With the market taking off, more producers are betting on the opportunity by launching high quality and interesting No ABV brands.
Among the pioneers providing great non-alcoholic alternatives to regular cocktail ingredients, we mention:
MeMento: an exclusive blend of distilled natural aromatic waters, mixed according to ancient traditions. It is the only Italian brand belonging to the category.
Seedlip Grove 42, Spice 94 and Garden 108: the first offering a sophisticated alternative to alcoholic drinks
Ceder’s Classic, Wild and Crisp: containing all the flavours of gin
Aecorn Dry, Bitter and Aromatic: an aperitif inspired by 17th century herbal remedies
Everleaf: a bittersweet natural aperitif