Non-alcoholic ‘most exciting’ drinks category, new report claims

25th July, 2017 by Arabella Mileham

Innovation in ‘non-alcoholic’ drinks is the most exciting drinks trend, Diageo’s spirits innovation company Distill Ventures has claimed.

The spirit’s giant’s start-up ‘accelerator’, Distill Ventures has said the exciting trends in grown-up non-alcoholic drinks marked the “biggest opportunity in the drinks industry right now”, in the first of a series of new trend reports.

Driven by a greater focus on wellbeing and the same thirst for memorable experiences that has fuelled the rise of premium craft drinks, so-called ‘non-drinkers’ are no longer content with soft, sweet, fruit-driven or fizzy drink, the report found. . They have “greater curiosity around different flavours” and want better choices, it said, which includes greater complexity of flavours, a less-is-more approach to ingredients, service with a sense of occasion and presentation on a par with its alcoholic counterparts.

“Volume and price have been overtaken by quality and value in society’s pursuit of memorable experiences,” it said. “Standard food and drinks options can no longer compete, as more interesting combinations and options are available.”

As a result, bars and restaurants were increasingly offering their own in-house no- or low-alcohol offerings, which are gaining greater prominence in the drinks menu. Along with this higher standing, bartenders are presenting them with greater theatre than the average standard soft drink, and the prices reflect the more ‘crafted’, authentic approach.

The report concluded that there was enormous opportunity for the category in the on-trade.

“As drinking trends change, and people are looking for drinks that add to, or even define their experience, bars and restaurants need to pay as close attention to their non-alcoholic drinks, as they would their wine or cocktail lists, and even their food menus,” it said.

Click through to find out more about some of the more creative non-alcoholic drinks gracing the capital’s bars and tables…

Leave a Reply

Your email address will not be published. Required fields are marked *

Please note that comments are subject to our posting guidelines in accordance with the Defamation Act 2013. Posts containing swear words, discrimination, offensive language and libellous or defamatory comments will not be approved.

Subscribe to our newsletters

Job vacancies

Sales Account Manager

Jascots Wine Merchants
London, UK

Marylebone Sales Manager

Philglas & Swiggot
Marylebone, London, UK

Area Sales Manager

Bon Coeur Fine Wines
North England, UK

Procurement Assistant – Wine

Adnams PLC
Southwold, UK

Account Manager Central London

Speciality Drinks Ltd
London, UK

Brand Ambassador

Speciality Drinks Ltd
London, UK

National Business Development Manager

Speciality Drinks Ltd
London, UK

Marketing Assistant

Hatch Mansfield
Ascot, Berkshire, UK

Marketing Manager

Bancroft Wines
London, UK

Regional Sales Manager – Scotland

Bancroft Wines
London, UK

Sales Manager – London On-Trade

Bancroft Wines
London, UK

Customer Service & Sales Support Executive

Jascots Wine Merchants
London, UK

Market Insight Analyst

Conviviality PLC
London, UK

Technical Manager

Enotria&Coe
Park Royal, London, GB

The Global Sparkling Masters 2017

Deadline : 25th August 2017

The Global Malbec Masters 2017

Deadline : 25th August 2017

Global Chardonnay Masters 2017

Deadline : 1st September 2017

The Global Sauvignon Blanc Masters 2017

Deadline : 1st September 2017

Click to view more

The Global Rosé Masters 2017

With wines from the palest of pink to almost ruby red, bone dry to almost cloyingly sweet, reductively handled to barrel-aged, as well as gently spritzy to fully sparkling.

The Global Organic Masters 2017

The drinks business is thrilled to announce the launch of The Global Organic Masters

The Drinks Business Awards 2017

Now in its 15th year, the db awards have become the most authoritative, internationally respected badge of achievement in the alcoholic drinks industry.

The Asian Cabernet Sauvignon Masters 2017

the drinks business Hong Kong announces its first year of The Asian Cabernet Sauvignon Masters.

Click to view more