GREAT GAPE

January 10, 2022
esaspotlight, Flavours of the world, Trends

YES, it is not just a rumour. It’s true. The esarom year 2022 is dedicated to GREAT GRAPE.

As New Year’s Eve approached, we ate 12 GRAPES, one with every stroke of the midnight bell. That’s a Spanish tradition to welcome the New Year. For good luck and happiness!
And we had a lot of our freshly canned Energy Drink GRAPE SECCO, free from alcohol and full of GRAPE flavour. This means we jumped into 2022 sober, sparkling and full of energy.

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.

The growing number of non-alcoholic spirits offer great possibilities. Well-known brands are Seedlip based in the UK and today part of the multinational alcohol company Diageo, Lyre’s from Australia or Undone from Hamburg, Germany.

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.

Sober bars

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.

Now the Anglo-American countries are the trendsetters and opened the first Sober Bars like Sans Bar in Austin, Texas, Awake in Denver, Colorado, or The Virgin Mary in Dublin, Ireland. In 2020 opened Germany’s first sober bar: zeroliq in Berlin.

You might say:
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

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.

YOU SAY: OK. Do i have to pay attention to something? Are there any stumbling blocks?

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 MARKETIG