5 February 2019
How did Dry January work out for you?
When I think about my friends’ alcohol consumption habits, I notice we’re becoming (fractionally) more judicious about what, when and how much we drink. It’s age, but also an indictment of a wider shift in consumer consciousness, driven in part by Gen-Z, for whom alcohol is increasingly seen as interfering with productivity. Many young people claim that they simply can’t afford the down time of hangovers.
“This consumer shift has given rise to a new market cohort— Low-proof Drinkers” say trend forecasters LSN: “…people who take a more moderate approach to alcohol abstinence than teetotallers.”
One brand catering to this rise of Low-proof Drinkers is Bar Nøne, an Atlanta startup that has launched a range of bottled non-alcoholic drinks with bar-inspired flavour profiles.
Conceived as a flavourful substitute for alcohol, the drinks are available in four varieties: Spiced Ginger Mule, Bellini Spritz, Dry Aged Cider and Sparkling Sangria. Each drink contains between 70 and 130 calories and is elevated with ingredients such as kombucha and apple cider vinegar.
Bar Nøne was created not just with teetotallers in mind, but also consumers looking to reduce their alcohol consumption.
“People are choosing not to drink for many different reasons,” says Sabrina Tandon, Bar Nøne General Manager. “We’re not targeting a certain demographic… we’re targeting a mindset.”
While most innovation in the low-proof space is happening Stateside, there are brands making moves closer to home. Shout out to Paddy Cavanaugh-Butler at Punchy and Dash at Three Spirit Drinks, two radiant new brands banking on a new wave of drinkers with a more cautious approach to indulgence.
At OK COOL we love the work we do with drinks brands on social media. They give us creative latitude, they’re fun, generous and they pay on time. The liquids we imbibe might be changing, but the ritual of getting together for a drink is still enshrined in our culture. For now.
I’m excited to see what’s next in drinks innovation and the role OK COOL will play in helping this new cohort of brands codify and communicate their uniqueness to the world.