![]() ![]() “We don’t believe we need those names to explain what our products are,” she says. As such, Ceder’s promotes itself as a “distilled non-alcoholic” beverage and, although its flagship takes many of its cues from the flavours of gin, Marchand believes the drink and the category can stand as its own proposition. ![]() “non-alcoholic gin” owing to the strict EU and UK regulations governing the use of category names, as well as geographical indicators (GIs) for products such as Tequila and Scotch. Low- and no-alcohol spirits cannot be marketed as alcohol-free versions of full-strength spirits e.g. They already know about how to consume an alcoholic cocktail and the idea is to give them the same alternatives but within a non-alcoholic version.” Ceder's range of alcohol-free drinks are infused with botanicals that are popular in gin. So, that’s really interesting for the way we communicate to our consumers. “We know that 71% of the consumers of these new non-alcoholic spirits also consume alcoholic spirits. Solene Marchand, head of marketing for Pernod Ricard’s non-alcoholic products, says most of the brand’s consumers also drink alcohol but are looking to moderate their consumption. In 2021, Pernod Ricard acquired a majority stake in the brand and it now fronts the Paris spirits’ giants low- and no-alcohol range. Its flagship product uses a water-based distillation featuring botanicals including juniper and coriander. One of the earliest adopters was Ceder’s, a non-alcoholic gin alternative founded by husband and wife duo Craig Hutchinson and Maria Sehlstrom. Production techniques vary from brand to brand, but most involve some sort of steam distillation, infusing the flavours of botanicals found in popular alcoholic drinks into a non-alcoholic liquid base. These drinks, many of which mimic or are inspired by popular alcoholic spirits like gin, rum and Tequila offer consumers a means to moderate, without giving up their favourite mixed drink or cocktail. By 2026, its value is predicted to top US$200m, giving the category a ten-year CAGR of 10.45%. The market for these products was worth US$143m globally in 2021 according to GlobalData, up from US$74m in 2017. One segment of the market that has seen entrants both large and small, and appears set to drive future non-alcoholic category growth, is low- and no-alcohol spirits. According to GlobalData, 16% of consumers are actively trying to reduce their consumption of alcoholic drinks globally, while 39% say they only consume alcoholic drinks “in moderation”. The popularity of Club Soda’s alcohol-free off-licence reflects wider moderation trends that are transforming the global alcohol beverage landscape. Speaking to a lot of brands they will say that January is ceasing to be as significant for them, they’re finding that sales are steady throughout the year.” Moderation trends drive low- and no-alcohol spirits launches It didn’t really change hugely and we had – and continue to have – a lot of good regular customers. “Certainly we saw that all the way into February, March last year. "They don’t want to compromise on taste just because they are refraining from or limiting their alcohol intake.“The demand is there year-round now,” she says. "Today’s consumers, especially millennials, are seeking out high-end experiences and quality products," Hawkins said. Lisa Hawkins, senior vice president of public affairs at the Distilled Spirits Council, told FOX Business spirits companies are producing greater choices for consumers who choose not to drink not only for Dry January but folks year-round who may be serving as a designated driver. "However, new entrants have garnered increased consumer attention through exciting brand propositions and enhanced flavor in much the same way that craft beer has in recent history." "No-alcohol wine and beer have been available in the U.S. (Jeff Robinson/Icon Sportswire via Getty Images / Getty Images) Kevin Harvick of Stewart-Haas Racing's Ford Mustang Busch Beer NA during the running of the rain-delayed Blue-Emu Maximum Pain Relief 500 April 11, 2021, at Martinsville Speedway in Martinsville, Va.
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