![]() If it doesn’t taste great, and provide a fantastic experience, consumers make a single purchase, and then that’s it.” “Whatever we produce needs to taste absolutely bang on. “If you’re standing in a bar drinking a soft drink, you finish it in two minutes while everybody else takes another half-hour to finish theirs. Naked Life develops its drinks using distilled botanicals, lending a complexity and depth of flavour familiar to spirits drinkers. “So, we had to ensure we could have products matched to those key favourites, enabling customers to reduce the risk involved in trying something new.”Īnother key consideration is ensuring the products are authentic in both flavour and experience to an alcoholic beverage, and not a soft drink. “But if you’re looking to have a non-alcoholic drink, and there’s only a gin and tonic available but you don’t drink gin and tonic, then you won’t try it. “We have 15 ready-to-drinks (RTDs), seven spirits and more to come, and some people have said that’s crazy,” Andrew says. Naked Life Spirits is committed to ensuring its products are authentic in flavour and experience to an alcoholic beverage. The range includes everything from non-alcoholic margaritas to negronis and espresso martinis. To help meet consumer expectations, Naked Life Spirits has also developed a familiarity in its offering, matching non-alcoholic products to existing alcoholic beverages. To help drive the normalisation of non-alcoholic consumption in the social scene, the company is also embarking on sponsorships and integrations with festivals, outdoor cinemas, major hotel groups and even a soon-to-be-announced major stadium deal, showing drinkers and non-drinkers, how non-alcohol options can enhance their socialising experience. Naked Life Spirits has developed a range of non-alcoholic cocktails and spirits. That’s the biggest hurdle to overcome, and we spend a lot of energy ensuring we’re getting that right.” “There’s no point in that you’ve lost them and it’s a waste of money. ![]() “If it doesn’t taste great, and provide a fantastic experience, consumers make a single purchase, and then that’s it. “Whatever we produce needs to taste absolutely bang on,” he says. “Brands that will ultimately dominate in the no/low space are those that are successful in navigating the barriers of taste, price, pack format, availability and overall consumer education.”ĭavid Andrew, founder and managing director of the No Nasties Project and Naked Life Spirits – which is one of Australia’s fastest growing better-for-you lifestyle companies – says innovation is key to meeting this growth in consumer demand.ĭavid Andrew, founder and managing director of the No Nasties Project and Naked Life Spirits. ![]() “The no/low alcohol market is still very much in its early growth stage in many categories and geographies, as the sector continues to define itself,” adds Neill. The market for no- and low-alcohol beverages has reached almost $US10 billion, according to IWSR analysis, with volume projected to grow by an 8 per cent compound annual growth rate through to 2025, compared to 0.7 per cent for alcohol beverages.Īccording to the research, most no- and low-alcohol drink consumers are not abstaining from alcohol altogether, but are instead looking to moderate their drinking. “To meet that demand, beverage alcohol companies have invested heavily to introduce a number of innovative new products, and many established mainstream brands have recently crossed over to develop no/low alcohol versions of their popular beer, wines and spirits.” Once peaking around events such as Dry July, consumer interest in no- and low-alcohol drinking is increasingly seen all year-round, says Emily Neill, COO of IWSR Drinks Market Analysis. The consumption of no- and low-alcohol beverages is touching $US10 billion globally, with volume estimated to expand by an 8 per cent compound annual growth rate through to 2025. Consumption of no- and low-alcohol beverages is on the rise, as consumers increasingly embrace a “sober curious” lifestyle or look to cut down on drinking. ![]()
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