Italian Spritz hitting the US amplifies the non-alcoholic RTD trend
To take advantage of the warmer weather, the non-alcoholic drinks brand Naked Life’s new RTD, Italian Spritz, has launched into the US, showing moderation trends stateside are still thriving. db reports.
Naked Life, which is owned by Australia’s SPC Global and has partnered with Molson Coors for its US distribution, has said that, with the launch of its newest drink it is bringing a taste of Italian aperitivo culture to America.
The rise of the two categories
Non-alcoholic ready-to-drink (RTD) cocktails and beverages are experiencing a major boom. In fact, RTD options are boosting sales for the drinks sector with the category recording double-digit growth in stores and the data all points to this continuing. Additionally, as consumers embrace mindful drinking and “zebra striping” (alternating between alcoholic and non-alcoholic serves), canned 0% ABV cocktails are leaning in to offer much of what they are seeking: convenience, flavour, and also the ritual of classic cocktails, but without the alcohol.
The IWSR recently outlined that moderation, whether driven by lifestyle or economic factors, will continue to be a growing trend over the next decade. Added to this, RTDs will continue their strong growth with the category enjoying a predicted 17% volume lift forecast for the next 10 years too.
Closely eyeing the “moderation movement” and staying watchful of the trends, Molson Coors has since flagged that it already recognised that consumers had been looking for 0% ABV drinks that didn’t compromise on flavour or quality and so has looked at ways to answer demand and make available a more “sophisticated” offer that delivers an experience that feels more “elevated”.
‘A lasting shift’
Speaking to the drinks business, Molson Coors senior marketing manager, non-alcoholic beverages Stephanie Clanfield said: “At Naked Life, we believe the moderation movement has moved beyond niche status and is becoming a lasting shift in how consumers approach drinking.”
Clanfield explained: “Summer is naturally such a social season, and consumers increasingly want options that let them participate in those moments without compromising on taste or experience.”
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She pointed out that, “Spritz-style drinks are synonymous with summer, and Naked Life’s Italian Spritz stands apart by delivering the crisp, complex taste of a classic Italian aperitivo in a lighter, alcohol-free way” and stated that this was answering demand head-on.
Indentifying what makes it so appealing, she highlighted how Italian Spritz is, essentially, a “citrus-forward non-alcoholic take on the iconic Italian classic” and reminded that it has been positioned to appeal to the “growing mindful drinking movement and captures the effortless sophistication and social ritual of golden-hour spritz moments, without the alcohol”.
The new RTD has also been created using steam-distilled botanicals and natural flavours and features “bright bitter orange notes complemented by subtle herbal and floral undertones, finishing with a crisp, effervescent taste” with all of its cues hinting at its quality. Plus, the suggested serve in on-point too, because, according to the company, it is “best enjoyed over ice with a slice of orange” and has all of the virtuous appeal consumers are looking out for because it contains no sugar and only five calories.
‘Flexibility’
Clanfield told db that “consumers increasingly want premium, ready-to-drink beverages that offer flexibility” and explained that “while formats and flavours will continue to evolve” Molson Coors believes “demand for high-quality non-alcoholic cocktails is here to stay”.
She added that this was why the company has remained “focused on crafting sophisticated alcohol-free cocktails that consumers choose because they deliver an elevated drinking experience, expanding choice rather than replacing alcohol”.
The new RTD joins Naked Life’s growing line-up of non-alcoholic cocktails that are already available in the US. These include Naked Life’s Margarita, Mojito, Negroni Spritz, Classic G&T, and Cosmo.
Italian Spritz will retail for US$9.99 per four-pack on Amazon and will also be available in 100 Total Wine & More stores across the US.
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