Barcelona / 20 December, 2020
Bacardi forecasts a 400% growth in non-alcoholic beverages in the next four years
Non-alcoholic beverages are more than a trend, in 2020 the sector has experienced significant growth, and this has only just begun. A Wire Business article from December 16th indicates that Bacardí, the world’s largest family-run alcoholic beverage company, expects non-alcoholic and low-alcohol beverages to grow 400% over the next 4 years.
Bacardí is preparing a “Mindful Drinking” campaign for January 2021, where it will help retailers, bars and eCommerce to take advantage of a sales opportunity worth 500 million dollars by the end of 2024.
What is Mindful Drinking?
Mindful Drinking or conscious consumption is a very popular cultural movement nowadays. It consists of being conscious of why, how much and what type of alcoholic beverages we consume. This ranges from substituting alcoholic beverages for non-alcoholic ones, enjoying low-alcohol beverages, and also sipping and enjoying cocktails made from natural ingredients.
This movement of moderation without giving up the quality has been gaining ground in Western Europe in recent years. The 2020 restrictions have accelerated this growth. Compared to the same time last year, more than 30% and more than 25% of searches on Google have been for alcohol-free drinks in the UK and Germany respectively.
Also in both countries, Google searches for “Aperitif” have seen a notable increase since March 2020, when people started searching for non-alcoholic or low-alcohol cocktails to enjoy at home.
Mindful Drinking is here to stay
Brenda Fiala, Bacardí’s Global Vice President of Strategic Information and Analysis, reports on this growing beverage trend: “What really stands out in our perceptions is how important Mindful Drinking has been in Western Europe this year (compared to over the past year.) It is becoming the “NoLo Cocktail Capital of the World.” As lockdown affected our lives and routines, people not only started looking for lower-alcohol cocktails, but also he started enjoying cocktails a little earlier than usual and started enjoying longer drinks and non-alcoholic options. This was the real take-off of mindful drinking and confirmation that it is here to stay.”
36% of consumers in the UK, France and Germany plan to enjoy cocktails more consciously during the month of December. Participation in the so-called “Dry January” is expected to be the highest to date.
Bacardí invests in non-alcoholic beverages
Bacardí has a portfolio of NoLo beverages and is at the forefront of the Mindful Drinking trend. Its new campaign “Less is more” shows an even greater focus and investment in the future of this segment. It will boost awareness of its non-alcoholic products: Vermouths from Martini (you can find the two varieties Floreale and Vibrante at our web), the Martini Fiero vermouth and ST-GERMAIN® elderflower liqueur.
Marine Rozenfeld, Director of Innovation Development at Bacardí for Western Europe, Australia and New Zealand, comments: “We know that people are intensifying their range of cocktails with premium spirits, putting quality over quantity, and at the same time, they are intrigued by the explosion of new non-alcoholic spirits that have been launched. Now is the time to take them further on that journey of exploration. From MARTINI’s non-alcoholic cocktails, to longer drinks like ST- GERMAIN Spritz and MARTINI Fiero & Tonic, we want to help give people the tools and knowledge they need to drink consciously. Our message is very simple: “Less is more”, more flavor, more experience.”
The Blue Dolphin Store is part of the “Mindful Drinking” movement. We offer a wide range of non-alcoholic drinks – beers, wines, spirits, vermouths, and more – so that everyone can find their favorite drink and can enjoy it without having to consume alcohol.
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