A Toast to the Low/No Beverage Movement
With a robust food & bev practice at Double Forte, we’re constantly on the look out for trends, data and opportunities that may impact our work for our clients.
One key trend: low ABV (alcohol by volume percentage) beverages. America’s drinking preferences have finally caught up to the rest of the world: people (and mostly millennials) are cutting back on consuming alcohol. So much so, that in April 2019 The Atlantic declared that “Millennials Are Sick of Drinking.” Also dubbed the “sober curious” generation, it seems that younger American’s have officially embraced the global low/no alcohol movement. According a report by Bon Appétit, the market for low- to zero-alcohol beverages is expected to grow by 32 percent between 2018 and 2022.
What’s Behind Low/No Beverages?
So what’s motivating the low/no beverage movement? Vox Media credits the ever-growing wellness trend for the shift in drinking habits. In an article called, Why you’re likely going to hear more about being “sober curious,” the author suggests that readers think of sober curiosity as an approach to not drinking alcohol versus quitting imbibing all together. “The idea isn’t a hard stop to drinking or a 12-step process to sobriety…It’s about recognizing drinking habits and acting on that understanding.”
When tapping America’s three primary alcohol genres, beer, wine and spirits (but not forgetting our favorite up-and coming category, spritzers and seltzers), brands are busy developing new and sometimes unusual takes on lower-ABV%.
Distill Ventures, the world’s first spirits accelerator (an independent company funded by Diageo) found in a recent study that, “58% are drinking more no and low ABV drinks than last year, and 61% of consumers want better choice when it comes to non-alcoholic drinks.”
So, we can thank the sober curious set for taking our #dryjanuary to the next level.
5 of Our Favorite Low/No Beverages
Run Wild non-alcoholic IPA is the ultimate sessionable IPA for craft beer lovers. Brewed with a
blend of five Northwest hops, it has an approachable bitterness to balance the specialty malt body. And it only 70 calories.
It’s also fun to note that the website has a banner stating, “Due to recent demand, beer has been frequently sold out. If out of stock, please check back first thing tomorrow morning and we’ll be adding as much as we can to the website. Cheers!”
Curious Elixir No 1. is a booze-free spin on classic stirred cocktails like the Negroni. But! It’s not your typical sugary mocktail. It’s a hand-crafted adult beverage without the alcohol. The NY Times says “Curious No. 1 drinks like a legit adult beverage with a pleasing complexity and bite.”
Say cheers to a new sparkling beverage with all of the excitement of champagne and none of the booze. TÖST was even designed with chefs to pair beautifully with meals. It’s perfect for guests who aren’t drinking alcohol but still want to join in on the festivities and toasts.
Kin Spritz is a ready-to-drink nightlife beverage. The secret is in the ingredients: balancing adaptogens, replenishing nootropics, and nourishing botanics all aimed to lift the mind and relax the body to open the spirit to people around us. A sparkling twist on the original High Rhode, Kin Spritz adds crisp citrus and a ginger kick for a social boost that goes anywhere.
And of course, Italian Sodas made with one of Torani’s over 250 syrups. Our current favorite is Pure Made White Peach, the delicious flavor of a juicy, perfectly ripe white peach. GMO-free with no artificial flavors, colors or preservatives, it’s the perfect syrup for sodas and other beverages. Add 2 tablespoons to 6 oz of club soda for a perfect Italian Soda (FD: Torani is a client of Double Forte.)
So when you’re looking for a low/no beverage, choose among these and you’ll be sure to be satisfied!