Skip to navigationSkip to content

Zero-proof beer and fancy elixirs: How non-alcoholic drinks are rebranding

By Vox

As more young people opt for wellness-oriented lifestyles, brands are offering more nonalcoholic productsRead full story

Comments

  • Also share to
  • Dihydrogen Oxide has been the rage for years; a free option for anyone who decides alcoholic, caffeinated, saccharine, or celery juice just isn’t right for them.

  • The range of alcohol-free drinks has been really limited. Ever try finding more than one alcohol free beer at a venue? Or even one? Good that there are more options available for folks who want a fun and tasty drink experience but without the HCOOH.

  • As someone who decided to stop drinking alcohol 5 years ago (I highly recommend it BTW) I am glad to see the non alcobev trend growing. The choice of good non alcoholic options out there are pitifully limited at the moment to a few beer brands! I look forward to the day someone can put out a great non alcoholic Rioja or Cab Sauv!

  • Drinking is mostly a life style attitude. Thanks to Hollywood movies wine consumption increased tremendously. Non alcoholic cocktails is the new hip. You can drink as much as you can and then you drive home without risk of fine.

  • Maybe analyzing the smallest viable audience could lead into targeting a niche they didn't know existed. For example, I the next few years I see the number of anxiety cases and nervous breakdown rise 'like crazy', those people who already love coffee are now forced into choosing beverages with zero stimulants, for health reasons. I don't believe trying to win an a consumer that is already buying the beer they want is the right strategy. Artificially acting like zero alcohol is from the wellness movement

    Maybe analyzing the smallest viable audience could lead into targeting a niche they didn't know existed. For example, I the next few years I see the number of anxiety cases and nervous breakdown rise 'like crazy', those people who already love coffee are now forced into choosing beverages with zero stimulants, for health reasons. I don't believe trying to win an a consumer that is already buying the beer they want is the right strategy. Artificially acting like zero alcohol is from the wellness movement it a mistake and is the kind of opportunistic action people hate to witness.

  • As I sit here drinking my Vodka on the Rocks I think... Hmmmm. Maybe that would make a good mixer?

  • What I love about this article is how caught up in the perceived trend it feels. Yes, spend all this time and treasure to rebrand a bunch of already pointless non-alcoholic beverages. Release the hip, new coffee/caffeine free alternative TeaTOTAL.

    Though three years from now, it will have passed - and alcohol, caffeine and any other mood altering substance will have won out by a light-year. They’re the ultimate blue chip investment whether in a sophisticated economy of the developed world; or a post-apocalyptic hellscape.

  • It seems like a good additional revenue stream for bars and restaurants but after the training required for staff , marketing of the “new” beverages on menu, explaining to customers that it’s just expensive juice, the trend will die. Just like in any brick and mortar retail location, real estate on shelf and attention from employees go to the most profitable and high demand products. Everything else takes a backseat and fades away...

  • From events that cater to diversity populations without alcohol, to panels where quality of conversation flow matters, the anti-alcohol propaganda has started again.

  • Until recently the perception of the hard drinking, hard charging, hard fighting paratrooper was the norm. We drank and smoked and got it out our systems on a 6 mile run in the morning. After retirement I stopped drinking, with a little help, and quit smoking nicotine by vaping. Electronic cigarettes are under attack for ads targeting young people. Perhaps we need to look at the under age alcohol problem as well. I was looking at the selections that are marketed directly towards young people. Fruity

    Until recently the perception of the hard drinking, hard charging, hard fighting paratrooper was the norm. We drank and smoked and got it out our systems on a 6 mile run in the morning. After retirement I stopped drinking, with a little help, and quit smoking nicotine by vaping. Electronic cigarettes are under attack for ads targeting young people. Perhaps we need to look at the under age alcohol problem as well. I was looking at the selections that are marketed directly towards young people. Fruity flavor beer and liquor products are aimed for our youth. Do we need more laws to protect us and our children or more hands on child rearing and education that enables our kids to make the right decisions responsively.

  • Finally.

  • Interesting...my generation seems to have gotten more health conscious than our parents as we enter middle age. Millennials and GenZ seem to be figuring it out even sooner. Good.

Want more conversations like this?

Join the Quartz community for all the intelligence, without the noise.

App Store BadgeGoogle Play Badge
Leaderboard Screenshot

A community of leaders, subject matter experts, and curious minds bringing nuance back to how we talk about the news.

Editors' Picks Screenshot

No content overload: our editors will curate the most notable and discussion-worthy pieces for you every day.

Share Screenshot

Don’t just read the story, tell it: contribute your ideas and experience to the dialogue.