“Dry January” is upon us. After the revelry and over consumption of the holidays, many people start the new year refraining from alcohol, trying to exercise and drink more water. In addition to helping consumers kick-start weight loss goals, no alcohol can foster better sleep, decrease hangovers, increase hydration and add a little extra green to the pocketbook. And trends indicate that alcohol abstinence is occurring beyond January.

Alcohol removal is becoming far more mainstream. “The big guns are all invested in the alcohol-free movement,” reports Lu Ann Williams, global insights director at Innova Market Insights, in a Nov. 23, 2021, press release. “Brands such as Guinness 0.0 alcohol free stout and Freixenet 0.0 sparkling rosé wine offer both familiarity and novelty to young, brand-conscious drinkers.”

While alcohol avoidance is becoming the norm for a growing minority of consumers worldwide, Williams noted that Gen Z (consumers aged 18-25) are driving the demand for alcohol reduction with a third of consumers reporting that they never consume alcohol.

Unity’s botanical beverages contain plant-based super nutrients and adaptogens, 30 mg of CBD,  7 grams of natural sugar and 35 calories per drink. (Image courtesy of Unity)

Therefore, the no- or low-alcohol free trend — think products of around 4% ABV — are creating an entirely new sub-category within the drinks market, with a plethora of options flooding store shelves. (See our Category Focus article on low/no alcohol in this issue).

Innova Market Insights reports that 4% of all the beers and spirits launched globally in 2021 contained no alcohol at all, rising to 7% among flavored alcoholic beverages (FABs). Launch numbers in each of these areas have grown at compound annual growth rates (CAGRs) of 20-40% over the past five years, it adds.

Cannabis beverages with CBD, THC or a combination also are trending. Infused with nutrients and adaptogens like ashwagandha, ginkgo biloba and rhodiola rosea, UNITY’s beverages aim to be good-tasting while supporting immunity, reducing stress, and improving the long- and short-term cognitive health of each drinker, the company says. Available in six all-natural flavors, including Blueberry Lavender, Strawberry Lemonade and Blackberry Tea, UNITY contains 30 mg of CBD but is alcohol- and THC-free so drinkers will feel relaxed ― not intoxicated, it adds.

Whether it is in alcohol reduction or its complete removal, the beverage industry is recognizing that alcohol-shy consumers, particularly Gen Z, are the target audience of tomorrow. Therefore, adjusting to their needs should be a major focus for new product development. BI

With collegiate football teams entering the College Football Playoff National Championship Game (Jan. 10), and the NFL Super Bowl LVI on the horizon (Feb. 13), Onda Tequila wants fans to turn tailgating into “tequilagating” with some free Onda tequila hard seltzer. Co-founded by Canadian actress Shay Mitchell, the fast-growing tequila seltzer brand is on a mission to save tailgates from the monotony of beer and malt-based hard seltzers, the company says. Created for football fans, the Onda Hotline enables fans in need of an upgrade from typical tailgate options to receive some comped Onda, by texting a receipt to 1-8722-ONDA4U. The first 100 people received compensation for their Onda Variety Pack purchase directly to their Venmo. Made with Blanco tequila from a woman-owned distillery in Jalisco, Mexico, Onda is mixed with real fruit juice and sparkling water and is available in Grapefruit, Lime, Watermelon and Blood Orange (featured in The Classic Collection Variety Pack) as well as Mango, Passion Fruit, Pineapple and Strawberry (available in The Paradise Collection Variety Pack).

Emphasizing sustainability can reveal numerous opportunities for beverage manufacturers. For instance, Organika vodka, a Siberian brand that had sustainability engraved into its creation, now is developing a biodegradable bottle, it says.

This ultra-premium vodka from Russia uses the highly oxygenated water of Lake Baikal and two tonic herbs from the same region: Siberbian larch extract and sagan-daila. Organika Vodka is dedicated to rare and endangered species of animals, contributing to the preservation of the Amur tiger population.

Taking organic resources from nature to create this product, Organika vodka founders also are giving back to nature and emphasizing the beauty of the Siberian Tiger on its packaging. They set out on a mission to save rare species, specifically Siberian Tigers and Snow Leopards. Partnering with WWF, Organika Co-founder Oleg Khuzin and the brand are investing in sustainability while looking to save endangered wildlife with feasible actions.

Sustainability matters. Today’s consumers expect companies to align profits with the planet and they consider sustainability before purchasing. About 64% of consumers are willing to spend more for eco-friendly products and services — a trend that’s on the rise. The Economist Intelligence Unit, commissioned by the World Wildlife Fund (WWF), shows a 71% rise in online searches for sustainable goods globally over the past five years.  

Golden State Warriors’ guard Klay Thompson joins the team at Waiākea, the naturally alkaline and sustainably sourced Hawaiian volcanic water. The three-time NBA champion was turned onto Waiākea while he was rehabbing and loved the smoothness of the Hawaiian volcanic water. “The first time I tried Waiākea, I crushed five bottles that day and knew it would be my everyday water moving forward,” the brand ambassador said in a statement. “Hydration is so important for athletes, but it can be hard to keep up with your daily recommended water during a rehab program. Staying hydrated is so much easier now that I’ve switched to Waiākea.” To kick off the partnership and in alignment with the brand’s values, Thompson and Waiākea are donating more than 3,000 children’s books to those in need in Hawai’i, the Bay Area, and Thompson’s hometown in Washington. Waiākea contains naturally occurring alkaline pH and essential minerals, a result of Waiākea’s natural filtration through 14,000 feet of porous volcanic rock.

Putting people and planet first