Dry January is under way. After the excesses of the festive period, nearly one-third of Americans are expected to give up, or at least cut down on, alcohol this month. Many will save money. Some will lose weight. And a growing number will still continue to drink their favourite tipple – or at least something close to it.
In response to all this, many booze giants have been developing alcohol-free lines. Diageo, one of the biggest, spent two years experimenting with 400 different recipes for an alcohol-free version of its Captain Morgan Spiced Gold rum. It recently bought Ritual, a non-alcoholic drinks brand. LVMH, owner of Moet & Chandon champagne, has invested in French Bloom, a brand of alcohol-free sparkling wines.
More than 94 per cent of Americans who buy alcohol-free alternatives still buy alcoholic drinks too, according to data company Nielsen. Non-alcoholic alternatives also tend to be more profitable than alcoholic drinks, as they are priced only a little lower but are taxed more lightly.. That is partly why beer makes up 89 per cent of sales of non-alcoholic drinks, with wine and spirits accounting for just 7 per cent and 4 per cent respectively, according to Bernstein.
Brands are doing what they can to lift the appeal of alcohol-free alternatives. Corona Cero, produced by AB InBev, another drinks giant, was an official sponsor of last year’s Olympic Games; Heineken 0.0 per cent sponsors Formula 1. Lucky Saint, another alcohol-free beer brand, opened its own pub in central London, which serves both alcoholic and non-alcoholic brews.
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At $30b and rising, alcohol-free booze is becoming big businessThe market for non-alcoholic booze grew by roughly 20 per cent in 2023, compared with 8 per cent for alcoholic drinks. How big will it get?
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