Ever since Seedlip burst onto the drinks scene in 2015, interest in alcohol-free spirits has been gaining pace, and never so much as in the last two years!
Analysts predict this trend only looks set to continue, as our burgeoning interest in wellness (particularly mental wellness) sees ‘Mindful Drinking’ edging out wine-o-clock culture… one ‘dry’ G & T at a time!
Over the last few years, I’ve been fortunate enough to work with some new and exciting alcohol free brands (including Three Spirit, Juniperl, Mooze and Caleno), with each collaboration convincing me even further, that there’s sober social life potential beyond the humble J20!
At the end of 2021, Bacardi predicted that over the next four years, the low and no-alcohol sector would grow 400%, and if what I’ve seen (and tasted) so far is anything to go by… alcohol should be very afraid!
From spicy shrubs to classy cocktails, the intriguing flavour palette of these modern-day alternatives means there’s now nothing ‘boring’ about alcohol-free, and this is something that is fuelling its social acceptability, as well
This isn’t to say that the appeal of a perfectly chilled glass of wine or an ice cold beer is waning, but rather that the narrative of excess that underpinned our pre-pandemic social culture, might now be being replaced with a more intuitive, moderate approach to alcohol.
Through social media brand collaborations such as these, we hope to play a small part in encouraging this shift, and also in bridging the gap between new, innovative brands, and the one-in-ten who are yet to find a no- or low alcohol product they like.