A SOBER TREND GOES AROUND THE WORLD
DRY JANUARY inspires us to talk about MOCKTAILS. Once the poor sisters and brothers of cool cocktails, they are now COOL AND totally HIP themselves. Already some years we notice the SOBER CURIOUS MOVEMENT: More and more people say, “I do not need alcohol to have fun” and choose non-alcoholic drinks when having a night out. And: they appreciate feeling well and fit the next day.
IS IT A FAKE COCKTAIL?
The term MOCKTAIL is a combination of the words “cocktail” and “mock”, means the imitation of a cocktail. For sure, non-alcoholic versions of classic cocktails and long drinks are still among the MOCKTAIL favourites – think about Gin Tonic, Gin Fizz, Moscow Mule, Mojito, Pina Colada, Tequila Sunrise, etc.
But more and more standalone MOCKTAIL creations find their way to taste-loving tongues as well. Exciting combinations of fruity – sometimes also vegetable – juices, with flavours of spices, herbs, even blossoms and blooms make people curious to taste.
MOCKTAILS are a wonderful playground for creative bartenders. Some bars are already totally focused on non-alcoholic drinks. 100 years ago the prohibition banned the production, importation, transportation, and sale of alcoholic beverages in the United States.
I understand. And it’s an interesting development. But I am not a barkeeper – maybe only sometimes for my friends. I am in the beverage industry. Can I benefit from this trend?
MAKE IT REAL
We say: Yes, you can! And the can – as a packaging – plays an important role! Think of the many occasions people can’t or don’t want to mix a MOCKTAIL themselves: movie night at home with friends, girl’s night, garden party, picnic, after work drink on the balcony or roof terrace, … Ready To Drink MOCKTAILS go well!
And the can makes the MOCKTAILS even cooler – cool and refreshing from the fridge, cool in design and branding, easy to carry to every place. Nevertheless: If you prefer glass, the long neck bottle is also a good solution.
OK. Do I have to pay attention to something? Are there any stumbling blocks?
SOME POINTS TO KEEP IN MIND
The name of your MOCKTAIL could be tricky. Creating a non-alcoholic version of a popular cocktail or long drink, we would tend to name it the same, e.g. Gin Tonic or Lillet Wildberry, because then people immediately know what to expect and this would be good for sales we think. But sometimes this is not allowed, and you can get legal difficulties.
For instance, there is a regulated definition of a beverage category and your mocktail does not fulfil all criteria. Or a part of the name is a registered brand – although it is already part of our everyday vocabulary, like Campari Soda.
So please check the regulatory affairs and the trademark rights in your market to be on the save side. If there is a “no-go”, be creative and play with words and letters! Make people curious and describe what’s inside in the second line.
A second point: It’s worth to keep an eye on the current food and beverage trends in your target market. Are health conscious people looking for drinks lower in calories, is there a high awareness of natural ingredients, is there a local cocktail hero, etc.
THE SOBER CURIOUS TREND FUELS THE DEMAND FOR TASTY NON-ALCOHOLIC DRINKS – NOT AS A THIRST QUENCHER BUT AS SOMETHING SPECIAL, AS A TREAT FOR INDULGENT MOMENTS.
SUSANNE WINTER, ESAROM MARKETING
WHAT'S YOUR FAVOURIT MOCKTAIL …
… you would like to share with many, many, many and suits to your product portfolio? Let’s create your “can-able” MOCKTAIL together.
No idea, but highly interested? Then let’s look into our recipe collection.
MOCKTAILS – 5 REASONS WHY – DOWNLOAD PDF