This flourishing category lends itself to new product launches:
With the gin boom in full swing, it is no wonder that the first wave of alcohol-free spirits focused first on creating an alternative to gin, which is distilled from botanicals. Non-alcoholic alternatives to other clear liquors, such as vodka, quickly followed, from brands such as Stryyk.
Brown spirits remain more of a challenge for manufacturers to recreate, as they rely on a combination of wood, time and alcohol to give them their flavor.
Pernod Ricard was among the first to attempt this with its Celtic Soul brand. Launched in mid-2019, it has been described as a non-alcoholic dark spirit.
As a general rule, it should be noted that:
Mainstream brands are moving forward: as the sector is maturing and production techniques are improving, the market is witnessing a number of brand extensions, with products launched under the name of existing parent brands.
Brand extensions: Many of the non-alcoholic spirits in the first wave have recently expanded their ranges (with different flavors)
Aperitifs: With the continued popularity of spritz and bitter aperitifs, small craft brands and multinationals alike are launching an increasing number of NoLo aperitifs.
Concentrates: There are a number of concentrated essences that offer consumers "the taste of gin" but with reduced alcohol content, especially if they are served in small measures! (See Hayman's = new gin "concentrate," called Small Gin, intended for use in smaller measures).
To meet the demand for differentiation for resolutely premium products, these new brands are making bold, sometimes sophisticated, packaging choices. They have no qualms about breaking from tradition in a bid to stand out, opting for containers with powerful, versatile designs.