With the end of the year comes new resolutions. More sport, a more conscious diet or less or no alcohol. The latter in particular leads to people consciously giving up wine, beer, sparkling wine and spirits during "Dry January", while others even cut the stimulants out of their lives completely and enjoy the holidays alcohol-free. As a PR agency with a high level of expertise in the food & beverage sector, we are experiencing the trend towards alcohol-free spirits first-hand and are interested in how this change has come about and what special alternatives 2021 will bring.
Health is one of the major megatrends of our time. As a central goal in life, mental and physical well-being has become inscribed in the consciousness, culture and self-image of our society and shapes all areas of life - including the consumption of stimulants such as alcohol. More and more people are now turning to non-alcoholic spirits, which promise no less enjoyment. On the contrary: the beverage industry is booming and many companies and start-ups have developed tasty new creations that meet the desire for a healthier lifestyle and are therefore being accepted with great enthusiasm. Millennials in particular are undergoing this major change, which has already led to talk of the 'Sober Generation'. Several studies have shown a decline in regular alcohol consumption among young consumers.
Next stop: gastronomy
Slowly but surely, non-alcoholic drinks to enjoy are also finding their way into the gastronomy sector. While this development is only just beginning in Germany, experiments have been underway for some time in the United States, Great Britain and Asia, where alcohol consumption is generally lower. The first completely alcohol-free bar, Sans Bar, opened in Austin, Texas, and has not been the only one since. Sober bars are booming in New York, London and other major international cities - and the new trend is also being welcomed here in Germany. The Zeroliq Bar in Berlin was the first sober bar to open in the whole of Germany. In addition, the Berlin party series Sober Sensations delighted the young crowd with good music and alcohol-free cocktails before the coronavirus.
A growing range of light alcoholic and non-alcoholic drinks is being created here across borders. They appeal to a wide range of consumers with completely new flavors and taste experiences.
Alcohol-free alternatives under the microscope:
Whether beer, wine, sparkling wine or whiskey: the non-alcoholic beverage spectrum has expanded enormously and now offers a non-alcoholic alternative for almost every drink. However, the variety of non-alcoholic gins, which enjoy great popularity, stands out in particular. The traditional Swabian distillery Gansloser, for example, has been creating spirits with an incomparable taste since 1905 and has recently started producing non-alcoholic distillates. The non-alcoholic gin alternatives BLACK 1905. and BLACK 1905. Distillers Cut are now produced in the Swabian Alb. Holger J.G. Frey is building on the innovative spirit of his great-grandfather, the founder of the Gansloser distillery, and has developed a method of producing the products alcohol-free and not, as is customary, to dealcoholize them later. Using pressure and steam instead of heat, a unique aroma is created that does not require any additives.
The young team of developers from the Türk winery in Kremstal is also showing that the trend is also making waves among our neighbors in Austria. With the development of the vintage drink JUZZZ, the team has created an alcohol-free and fresh alternative to wine. The team used verjus (juice from early-harvested grapes), a well-known alternative to lemons in gourmet circles, as the basis for the innovative refreshing drink.
The two alternatives, BLACK 1905.LINE and JUZZZ, show that not drinking alcohol doesn't have to mean not enjoying it. Quite the opposite: a sociable evening with family or friends can now be enjoyed without alcohol and often without a headache the next morning.