What are you drinking tonight? For more and more people, the answer is something non-alcoholic
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Coming up today on Plain English: Non-alcoholic beverages are having a moment. Whether it’s sophisticated cocktails, non-alcoholic beers, non-alcoholic spirits, or even bars devoted to non-alcoholic drinks, the beverage and hospitality industries are catering to these evolving consumer preferences.
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Drinking without drinking: the rise of non-alcoholic drinks
In so many places around the world, bars and clubs serving alcohol are some of the primary places to gather, see friends, relax after a long day, or have fun on the weekends.
But what if you don’t drink alcohol?
There are millions of adults around the world who never drink alcohol, millions more who drink infrequently, and still others who are cutting back. There are dozens of possible reasons why a person may choose not to drink alcohol — health, religious, financial, or other personal reasons.
But then what? Where do you go? Do you have to change your plans or can you still go to the same places? If you do the same things and everyone else has a cocktail, what do you drink?
There are non-alcoholic beers, of course. They’ve been around in the US for about one hundred years — they were introduced during Prohibition when alcohol was illegal. And they certainly are one option — but historically, not a very pleasant one. Bland and bitter, they were usually developed by most beer producers as an afterthought — and their flavors show it — they are a mere shadow of their alcoholic cousins.
Perhaps you could go the soda route? For many years, artificially sweetened diet soda was the go-to for those who eschewed alcohol, but really, how fun is that? Does it really feel like celebrating?
A new generation of entrepreneurs isn’t satisfied with those options. These innovators are seeking to craft drinks that are delicious and can bring people together, including those who choose not to consume alcohol. They are launching non-alcoholic breweries, wines, spirits, and even bars without alcohol — and they are doing very well.
Craft breweries are popping up that focus exclusively on nonalcoholic beers, and they are finding success. One such brewery sold out of its newest batch — a nonalcoholic IPA (India Pale Ale) — in only 32 seconds! These new companies are roaring onto the formerly bland nonalcoholic beer scene with passion and creativity… and sometimes puns! A pun is like a play on words or a twist on a common phrase. “Party Like There’s a Tomorrow” is the clever tagline of one of the newer breweries with a sense of humor.
Whereas traditional nonalcoholic beers seemed to be created with a single formula — just take out the alcohol! — these new brews are flavor-focused and their brewers are ready to experiment. Every style of beer, every ingredient is available for those willing to dive in and try. And consumers are the lucky beneficiaries of these forays into new territory.
It’s not only independent breweries that are innovating — large, multinational beverage manufacturers are recognizing they too will have to adapt if they want to stay relevant to teetotaling customers. Heineken, the world’s second largest beer-maker, has seen consistent growth in its nonalcoholic beer sales since launching “Heineken 0.0” two years ago. Beyond that, they’ve also seen an increase in the sale of their regular offerings.
Not a fan of beer? Not a problem!
Creative makers of “spirits” are at the forefront of the beverage revolution — hangover not included.
Blending herbs, fruits, natural extracts, and other botanical ingredients, these innovators are redefining the “drinking” experience. Nonalcoholic spirits are currently a small part of the healthier drinking movement, but new companies are consistently creating new flavor experiences and new “spirits.” These new spirits are providing people with greater options — sip them solo or include them in your next nonalcoholic cocktail, or “mocktail.”
Have you heard the word “mocktail”? It’s been used in the past to describe multi-ingredient beverages without alcohol, but many are now moving away from this word and acknowledging that there’s nothing “mock” about an expertly-crafted drink, alcohol-free or not.
These unique beverages are making their way onto menus in bars and restaurants across the world — often at prices similar to their alcoholic rivals.
Bar and restaurant owners are starting to recognize that there is a market for nonalcoholic concoctions and that consumers are willing to pay a premium for healthy, delicious drinks in a nice environment.
So what’s driving these changes?
A growing interest in healthy lifestyles, particularly among younger people, is encouraging more people to pursue drinks with no or less alcohol.
Of course, not everyone is quitting drinking. Not even close, but now drink manufacturers and restaurant and bar owners are recognizing there is a growing population that is seeking healthier options — and they are working to provide those alternatives.
Beyond bars, restaurant owners are also joining this trend and many more are beginning to offer extensive drink menus highlighting their nonalcoholic offerings. Drawing from a tradition of craft cocktails, these establishments are able to showcase their house ingredients in a new fashion and provide a delicious alternative to those looking for something a little different.
I can definitely see the appeal of that. You guys may know that I give up alcohol in the month of January, which is coming right up, by the way. And in that month, it can sometimes be hard to decide if I want to go out friends, knowing that everyone will have a drink and I’ll be tempted to, also. Having a non-alcoholic option that isn’t just Diet Coke would be a good idea.
I’m interested to taste the non-alcoholic IPA. An IPA is a very flavorful kind of beer, not usually what you associate with a light or non-alcoholic option. I found one non-alcoholic beer that’s available in the Chicago area, but I’d have to drive like a half hour to have it. Maybe someday—if I do, I’ll let you know how it tastes.
I was in New York a few weeks back and I saw an ad for Heineken 0.0. The ad said, “Heineken at your desk. Now you can.” I like that ad—I probably wouldn’t do it, but I like the ad.
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