DRINKING TO THE FUTURE
The success of Seedlip, a non-alcoholic spirit made from distilled botanicals, underlines this attitude. Launched in London by Ben Branson in 2014, Seedlip is the world’s first distilled non-alcoholic spirit to “pioneer” the category and prove that no-alcohol shouldn’t be second best. Crucially, Seedlip wants to save us non-drinkers from the suffering of “poor sugary drinks options” and insists that alcohol-free doesn’t have to mean “Coke, lime sodas or mocktails”. It’s no surprise that many low and non-alcohol brands have since followed suit, with the non-alcoholic drinks market growing by 16% in the past two years. Not to mention that the value sales of low & non-alcoholic drinks has surged 13.7%.
But as competition grows, Seedlip must remain as agile as when it first began. NPD is one way that Seedlip hopes to take the lead and stay ahead of the category, launching a new range of Seedlip pre-mix tonics building on its bottled Nogroni cocktail released in October 2019. However, despite the competition, I’m excited to say that even with all this buzz, Seedlip’s approach is very much: “We’re just getting started”…Cheers to that!
Combine these pioneering efforts with the fact that low/no drinks have stepped away from the stigma of being boring and bland, often commented now on for their improved ingredients and taste – the second-biggest motivator for purchasing within this category – then quite frankly in my opinion you’re onto a winner.
Society is now at the beginning of a paradigm shift in the role drinks play in our lives and the bigger cultural forces at work mean the need for quality, adult no-alcohol options has certainly never been more relevant.