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THE BEVERAGE GUIDE FROM PAGE 62 finding it trickier to establish themselves. Altina zero proof cocktails and Etch Sparkling have created alcohol-free alternatives that do not aim to replicate traditional alcoholic drinks, but are designed to offer a healthier, more sophisticated choice to consumers wanting to quit or cut back on alcohol. ‘‘Our drinks are complex, thoughtfully presented, enhance the experience of the occasion and are different from traditional soft drinks,” Altina Drinks co-founder Alan Tse said. These fall into what he calls the “zero-proof cocktail” category, which can be a hard one to explain to retailers and venues alike. Etch Sparkling co-founder Jason Quin says its product is “an option that satisfies mouthfeel, flavour and presence, utilising uniquely Australian plants”. “It’s an ideal solution for drivers, or the health bod rising early for their exercise,” he said. “Above all, it satisfies the taste buds in a healthy, positive way.” The category they see themselves in is ‘lifestyle beverage’. The challenges here lie in clarity of category as well as finding the best mediums for meeting emerging consumer needs. “Segmentation by outlet type is the biggest challenge to date,” Mr Quin told me. “Is it grocery? If so, where does it sit in-store? Traditional liquor retail? Health food? Online? All are under consideration and answers differ depending on shopping environment.” For Mr Tse, there is also a paradox between what consumers say they want and what retailers and venues are hearing (or not). “The main challenge is that on the one hand, consumers tell us they’d like more options, but they don’t want to request them in venues,” he said. “On the other hand, venues tell us there’s no demand. They’re yet to understand consumers’ willingness to pay for quality alcohol-free products.” In terms of how this will play out in Australia, maybe we can look to the overseas experience, with a wide range of alternatives sitting both on- shelf in supermarkets and in venues, maximising every opportunity to meet the growing demand. For now, it’s clear that online is the alcohol-free place to be. In January this year, Craftzero (@craftzeroau) was launched to provide “a platform to unite all big and small producers, locally and internationally, in one place for mindful drinkers to enjoy”. “The growth in the non-alcoholic adults’ drinks sector has increased immensely due to the quality of products compared with three or four years ago,” Craftzero Director and co-founder Sherif Goubran said. Hot on its heels, Sansdrinksau, one of the latest alcohol-free online retailers from entrepreneur Irene Falcone (founder of Nourished Life) launched earlier this year, with new virtual stores popping up almost daily. Online sales growth in this space can be attributed to both changes in shopping habits due to Covid and the simple fact that there is still limited variety in stores. As a result, sales have lifted significantly and innovation in the fulfilment of fragile products has also been fast-tracked. So, if you’re a retailer or a producer considering dipping your toe in the alcohol-free pond, here are some statistics: • The non-alcoholic spirits category is expected to grow 23 per cent in value this year. • The non-alcoholic wine sector is predicted to achieve a compound annual growth rate of 7 per cent. • Nielsen reports that the global non- alcoholic beer market is expected to reach $5.91 billion by 2023. You may also like to explore the growing number of social media influencers and communities. Here, scores of ‘mindful’ and ‘non-drinkers’ are launching accounts daily, promoting the benefits of an alcohol-free life. This is where they’re vocal about wanting more options and where they explore and promote every new alternative as soon as they can get their hands on it. So, while many may be drowning their sorrows, there’s an unquestionable and uplifting opportunity for retailers, venues and producers alike that want to contribute to health and wellbeing by meeting this growing consumer demand. If you’re interested in alcohol- free recommendations follow @sober_sommelier. 64 RETAIL WORLD NOV, 2020 About Sarah Connelly Sarah Connelly is Director of Product of the Year Australia. She is also a non-drinker and advocate for alcohol- free options in retailers and venues in Australia.