Australia / September 18, 2020
The rise of non-alcoholic spirits
The Shout magazine, Australia’s leading online news publication on the beer, wine, spirits, and hospitality industry, has published an article by Brydie Allen entitled “The Opportunity of no-alcohol beverages”.
It begins by noting less that “In recent years, the low and no-alcohol movement has experienced almost ever-increasing popularity, with multiple new products on the market” and then introduce us Samantha Manning, founder of the Monday Distillery.
Manning, creator of a line of teas and, more recently, botanical sparkling waters, noticed that consumers often bought sparkling waters as an alternative to drinking alcohol, and this made her think there was a place in the market for convenient, delicious, and non-alcoholic RTD.
According to The Shout “This area of the non-alcoholic beverage sector is one that continues to grow in popularity in the Australian market recently, for example, with alcohol-free spirits like Seedlip and Lyre’s. It shows there is a demand for adult beverages without the alcohol” and Manning insists that “this doesn’t mean that non-alcoholic spirit beverages will ever replace those they mimic. It’s just about inclusivity and having something for everyone, no matter what reason they choose not to drink on a particular occasion”.
No competition with alcohol
She says: “I don’t heavily market the brand as a sobriety brand and preach not to ever drink, I’m a drinker myself. But I got an insight into what it’s like when you can’t drink, when I was pregnant, and also when you’re going to a social occasion and choose not to drink because you just don’t feel like drinking. For me, it was about creating a premix option that was grab and go, so that if you were choosing to be the designated driver, or you were on a health kick, or you were pregnant – you could still have something nice in your hand.”
“It’s just about inclusivity and having something for everyone, no matter what reason they choose not to drink on a particular occasion”.
To The Shout “In terms of where the opportunity lies for liquor retailers to stock no-alcohol products, it helps a store appeal to a wider customer base of where the opportunity lies for liquor retailers to stock no-alcohol products, it helps a store appeal to a wider customer base”.
Thus, the non-alcoholic trend materialized in campaigns such as Dry July may seem only seasonal or for certain times of the year, but Manning assures that “sales consistency shows that demand is steady. It’s therefore something to keep in mind year-round, not just for specific events.”
According to her, “It’s definitely not the end of liquor, it’s just about being able to offer [non-alcoholic products] for a customer because at the moment, there’s nothing there at all. That’s where the opportunity is being created for brands like us to come through.”
In her case, she still buys her bottle of wine on a Friday night, “but then it’s being able to have that choice to say – ‘you know what? I’m going to that barbecue on Saturday and I don’t feel like drinking so I’m not going to.’ And next week you might drink instead… I just think it’s being able to offer something for that consumer that mightn’t be drinking”.
At The Blue Dolphin Store we are 100% agree with this way of understanding the function of non-alcoholic beverages and in our shop you will find hundreds of options for when you want to avoid consuming alcohol and fully enjoy your next social event.
If you want to read the full article click here.