A Melbourne man is giving folks the complete ingesting expertise with out the hangover as Aussies grow to be extra “sober curious” – and it’s paying off.
A Melbourne man has landed a deal for his non-alcoholic canned cocktails to be stocked in each Woolworths and Coles because the “sober curious movement” begins to gear up in Australia.
With as much as 11 alcohol-free drinks to be featured throughout the grocery store giants, the group is now eyeing off $13 million in income throughout the portfolio for the subsequent monetary yr for David Andrew’s enterprise Naked Life Non-Alcoholic Spirits.
The vary features a non-alcoholic margarita, negroni, yuzu sake, Italian spritz, gin and tonic, and even Canadian rye dry and lime, with a pack of 4 promoting for $15.
Mr Andrew stated persons are searching for the style of a cocktail however with out the hangover, significantly as giving up booze turns into extra socially acceptable.
That ‘alcohol burn’
Made with a bunch of botanicals, the vary took over a yr to develop because the model explored making the drinks as advanced in flavour as potential.
For instance, the negroni required testing with 15 various kinds of cherry flavour to discover a luxurious however refined style, Mr Andrew stated.
Flavour was key as whereas most drinks are about hydration and refreshment, a non-alcoholic cocktail must be concerning the expertise, he added.
The objective even went as far as to create that “alcohol burn” in among the drinks to make sure the feeling of ingesting a boozy beverage, he stated.
“The first thing to get right when developing it was it needed to have some restraint and be moreish. When you’re developing a non-alcoholic drink, no one wants to take big gulps quickly – the experience is to sit there and take sips and you savour it and enjoy it,” he advised information.com.au.
“It complements your conversation and it’s not like a soft drink that you knock back. What we wanted to do is have it grow on you. With the first sip, you think, do I like this? After sip two you think you like it and keep going back and once you finish it you realise you love it. It’s very different to other drinks where you instantly love it.”
Sober is the brand new black
There is an rising demand for non-alcoholic, more healthy options in Australia with 66 per cent of 24 to 35-year-olds ingesting much less, in accordance with current research.
In truth, demand is skyrocketing. Endeavour Group, Australia’s largest liquor retailer enterprise, reported gross sales of non-alcoholic drinks at BWS and Dan Murphy’s elevated by greater than 83 per cent prior to now yr.
“Non-alcoholic beverages are a fast-growing category in the drinks industry in Australia,” stated Woolworths beverage class supervisor Anthony Pipikios.
“This is a reflection of a broader trend, where one in four consumers are moderating their alcohol consumption, and we expect this trend to continue.”
Mr Andrews believes the “sober curious” are essentially the most thrilling a part of this motion, quite than the youthful technology ingesting much less.
“Australians have an interesting relationship with alcohol. If you didn’t drink, you didn’t necessarily fit in as you didn’t want to go to a barbecue with a soft drink as you got asked questions,” he stated.
“For females of a certain age you get asked if you’re pregnant and with guys you get asked what is wrong with you? Now there are better options available that fit the occasion and you’ve got the ability to have an answer as you can say, ‘I’ve got something else here that is non-alcoholic that I prefer.’
“The sober curious movement that is coming out is much larger than groups that are just not drinking. A lot of people want to consume alcohol in ways that suit them. A lot of people might have a beer and then have a non-alcoholic drink and then have another beer, so they have managed to socialise for much longer while consuming not as much alcohol. The choice is theirs now.”
Next up, the corporate is creating a spread of 9 non-alcoholic spirits that can are available 700ml bottles “with crafted botanicals” which might be launching in a while this yr.
“There are a number of exciting projects. We are trying to reinvent low-calorie beer but make sure it still has that refreshing, bitter, hoppy taste and that it is something not too heavy,” the 37-year-old stated.
“We are also looking at sparking wines and exploring upcycling in the wine space. One of the largest sources of waste in Australian food comes from the wine industry with pressed grapes. We are looking at how to provide an upcyled solution that still gives the complexity of flavour from the pressed grapes that the winery would otherwise throw away.”
Naked Life is a part of The No Nasties Company, which has additionally discovered success with it sugar-free smooth drinks and iced teas.