Faux booze goes mainstream

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Interest in non-alcoholic beer, wine, and spirits is growing and hopefully this is a far cry from “Dry January,” the month when people typically swear by alcohol.

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Why this matters: Companies large and small are doubling down on the mocktail market, touting it as a healthier option for social drinkers who want to take a day off from their nightcap.

Running news: Sales of zero-alcohol drink substitutes used to be a blip on the radar screen, but now there are hundreds of brands — and even entire stores sell nothing but booze-free booze.

  • Katy Perry recently brought out a new line of alcohol-free aperitifs called De Soi, Say People magazine, “I’m 37, so I definitely can’t drink like I was in my 20s.”
  • Dry January participation rises to 19% of adults, driven by millennials To Morning consultation.
  • Heineken has a valuable sponsorship with Formula 1 to promote Heineken 0.0 – and reinforce the message that you have to be calm if you want to drive.

Boisson. a startup called has just opened five stores in New York City’s upscale neighborhoods that only sell high-end spirits, wines, and non-alcoholic beers. Nick Bodkins, CEO and co-founder, tells Nerdshala that store traffic and e-commerce sales continue to grow and he will expand to other markets this year.

  • Boisson sells 125 brands, including Thomson & Scott Naughty Wines, Seedlip Non-Alcoholic Spirits, Figlia Aperitivos and Optimist Non-Alcoholic Distilled Spirits.
  • “This market is absolutely exploding,” Bodkins says. “It’s essentially a category that didn’t exist, but will continue to exist.”
  • He said the pandemic prompted many people to check their drinking habits and cut back.
  • Boisson calls itself a “decision-free zone.” “Most of our customers are taking a night off or a drink off — they’re not saying ‘I’m never going to drink again,'” Bodkins said.
Boison Store on Lexington Avenue in Manhattan. Photo: Jennifer A. Kingson / Nerdshala.

By numbers: NielsenIQ Reported Sales of non-alcoholic beverages in October were up 33% over the previous year, to $331 million.

  • NielsenIQ’s Kim Cox said, “There are many health and wellness trends …
  • “While non-alcoholic beer has been available to consumers for many years, there are now more low/low alcohol wine, spirits and beer options than ever before.”
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background story: Spiros Malandrakis of Euromonitor International, a market research firm, traced the rise of non-alcoholic spirits in 2016 to “when startups Seedlip Started putting alcohol-free adult beverages in a ‘positive light’ and creating a calorie deficit,” Business Insider Reported, ,Diego, which owns brands such as Guinness, Kettle One and Tanqueray, bought Seedlip in 2019.)

  • The “Quiet Curious” movement, which has its roots in a . are in 2018 book By Ruby Warrington, it has been emphasized that teetotaling can bring about better sleep and greater clarity and focus.

Between the lines: Some products — like the line of booze substitutes from Katy Perry and Curious Elixir — claim they contain “adaptogens, “which are non-toxic plants that help the body deal with stress.

What will happen next: Expect to see more high-end bars and restaurants – and major bartenders like Ivy Mix and Lynette Marrero – Offering non-alcoholic beverages.


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