^{Mixed Things}

^Industry

^{The guy from the "Why You Always Lying?" meme is fronting a global campaign for Captain Morgan's Spiced Gold 0.0% to challenge the question, "Why aren't you drinking?" often asked of those avoiding alcohol, with “Why You Always Whying?” (adweek.com)}

^{The Pathfinder is replicating the "Topo Chico Effect" by saturating neighborhoods & bars with their non-alc amaro, employing a unique market strategy that combines elements from successful alcoholic and carbonated water brands to make an impact. Launched in 2021 with the backing of the Stoli Group, The Pathfinder is expanding its distribution & production, avoiding order wait-lists, and increasing its volume fivefold. The brand, designed to evoke the 1800s apothecary era, boasts a versatile range of ingredients that has garnered attention from bartenders, allowing it to establish a presence in the on-premise channel. (bevnet.com)}

^{Sarah Jessica Parker is preparing to launch lower-alc wines in the UK. (thegrocer.co.uk)}

^{Save the Hop Waters: European aroma hops, crucial for beer flavor, face an uncertain future due to climate change, with research indicating a potential 4-18% drop in yields and a 20-31% fall in alpha acids by 2050 unless swift adaptations and scientific advancements are made. (thedrinksbusiness.com)}

^{Ian Blessing, Co-Founder & Owner of All The Bitter, provides an extensive guide to creating a non-alc cocktail program, including not referring to the drinks as "mocktails." (allthebitter.com)}

^{Walmart's CEO noted a slight change in the food purchasing habits of people using weight loss drugs like Ozempic, leading to smaller shopping baskets, which could affect consumer packaged goods companies--- big box retailers more insulated than grocery stores. (bloomberg.com | supermarketnews.com)}

^{As consumers grapple with inflation and financial pressures, Constellation Brands notes a shift in alcohol purchasing behavior with more frequent but smaller trips, impacting brands and increasing the importance of brand loyalty. (pymnts.com)}

^{To sustain sales and earnings growth in 2024, Molson Coors aims to respond to the changing taste of Gen Z consumers---they're not that into beer. (fortune.com)}

^{Hilton has responded to the trend of younger visitors consuming less alcohol by investing in the creation of new mocktails for its hotel bars and restaurants. (thestreet.com)}

^{Guinness 0 has launched in Canada. (dailyhive.com)}

^{Spotlight: Grüvi, co-founded by siblings in Toronto, aims to revolutionize the non-alc bev industry and is available in over 4,000 retailers in the U.S. and Canada, offering a range of non-alc products including a Gold Medal-winning Sangria at the 2023 International Wine and Spirits Competition. (mensjournal.com)}

^{The partnership between Aura Bora and Graza, where they create a non-alc olive oil martini, represents a strategic collab aimed at expanding their respective customer bases and exploring innovative beverage offerings in an exploding market. (foxbusiness.com)}

^{The UK's proposed change in labeling criteria for alc-free drinks, shifting from 0.05% abv to 0.5%, could significantly impact the global alc-free bev industry and potentially influence other countries to adopt similar standards. (just-drinks.com)}

^{Review: HOP WTR's Classic hop water is a non-alcoholic sparkling beverage with the flavors of popular IPAs, free of sugar and calories, and enriched with ashwagandha and l-theanine for potential wellness benefits, providing a refreshing alternative to traditional beer. (barbend.com)}

^{Tim Hortons and Baileys are partnering to introduce a non-alcoholic menu in Canada later this year, offering customers the iconic flavor of Baileys in select beverages and baked goods. (timhortons.ca)}

^{Addressing non-alc barriers: Despite the growing momentum in the non-alcoholic beverage market, only 26% of U.S. consumers moderating their alcohol consumption are choosing non-alc alternatives due to taste and availability barriers, according to a recent report by IWSR. Brands like Spiritless are addressing these challenges by improving taste perceptions through RTD mocktails, while also scaling availability in major retail chains, recognizing that over 94% of non-alcoholic buyers also purchase alcoholic drinks and offering competitive pricing to attract cost-conscious consumers. (brewbound.com)}

^Health

^{20 states that consume the most alcohol--- New Hampshire tops the list with an ethanol consumption per capita of 4.43 gallons. (finance.yahoo.com)}

^{A rise in liver disease cases, partly linked to evening wine consumption, has seen a fivefold increase since the 1970s, with around 30% of emergency hospital admissions for liver disease resulting in fatality within a year, prompting experts to advocate lifestyle changes, including reduced alcohol intake, and earlier disease detection. (diabetes.co.uk)}

^{Research: Young Australians aged 18-29 are opting for healthier drinking habits, moving away from traditional alc beverages in favor of low-sugar, low-calorie options due to concerns about their long-term health. (bodyandsoul.com.au)}

^{Does alcohol cause constipation? (medicalnewstoday.com)}

^Culture

^{Choosing cocktails for your party bar menu. (thebartender.co.uk)}

^{Gen Z is buying less alcohol at concerts. (wsj.com)}

^{Why? Gen Z consumers are shifting their relationship with alcohol, with many abstaining, experimenting with new drink categories, and avoiding traditional options; Japan leads in abstention, followed by the US and Canada, while those who do drink favor RTDs and cocktails. (theiwsr.com)}

^{Non-alc's biggest consumer cohort is lonely: Tech's convenience has exacerbated loneliness, prompting the tech industry to prioritize social well-being over immediate customer desires, seeking a product-purpose fit to address the isolation crisis among Gen Z and society as a whole. (businessinsider.com)}

^{The term "mocktail" can be insulting to sober diners and often does not accurately describe complex, non-alc beverages. (tastingtable.com)}

^{Podcast: Irem Eren of BevZero discusses the increasing demand for no- and low-alc drinks, exploring the driving forces behind this trend, the process of dealcoholization, and the challenges faced by producers in reducing traditional alcohol levels in wines and spirits. (cluboenologique.com)}

^{Data Shot} 🥃

^{In 2022, Athletic Brewing saw its volume surge, doubling to reach 2.3 million cases. (marketwatchmag.com)}

^{From the Top-shelf}

^{Enjoying a stay at the 1 Hotel Nashville this past weekend, I couldn't help but notice the striking presence of Seedlip bottles, prominently featured in their lobby and rooftop bars. Examining the drinks menu, a variety of zero-proof cocktails were featuring familiar brands like Proxies, Lyre's, Bare Zero Proof, and, of course, Seedlip. The preparation of these “lie-bations” demanded an array of bar tools and time, resulting in truly stunning presentations and remarkably complex flavor profiles. The drinks just fit with the atmosphere. The 1 Hotel Nashville adds to Nashville's reputation as "a music city with a drinking problem." A zero-proof drinking (good) problem.}

^{The hospitality industry is experiencing a notable shift as travelers increasingly seek alternatives to traditional alcoholic beverages. This trend is gaining momentum across various hotel chains, including Hilton, Marriott, and IHG, and it reflects a broader change in the way hotels cater to evolving guest preferences.}

^{Hilton's recent report on travel trends for 2024 highlights how the industry is embracing the concept of "free-spirited" beverages and non-alcoholic cocktails. Hilton has introduced a "free-spirited" cocktail menu at its Tempo brand to cater to the 25% of Gen Z travelers who are opting to avoid alcohol before bedtime. This move is not about encouraging guests to retire early but about recognizing the shift in consumer preferences. Marriott, on the other hand, is testing the use of non-alcoholic spirits like Lyre's at select hotels, further indicating a collective industry response to the growing demand for non-alcoholic options.}

^{The popularity of non-alcoholic beverages is not just a passing trend; it's rooted in a desire for more inclusive choices and a healthier lifestyle. As a result, hotel operators are expanding their beverage offerings to provide guests with creative and memorable non-alcoholic options. These are not just traditional, sugary mocktails but sophisticated zero-proof cocktails that rival their alcoholic counterparts in terms of taste and presentation. Guests looking to reduce or eliminate their alcohol consumption are increasingly seeking more mature and balanced flavor profiles in their non-alcoholic choices.}

^{The rise of non-alcoholic options represents a win-win for both guests and hotel operators. Guests feel more comfortable having fun in a group setting, where traditional cocktails are the norm, and hotels can attract a more diverse clientele by offering a top-tier, thoughtful non-alcoholic selection. This inclusivity extends to the business travel sector as well, as more travelers combine work and leisure during their trips. The availability of non-alcoholic beverages not only helps extend the evening and encourage guests to stay engaged longer but also appeals to individuals who need to remain alcohol-free due to their professional commitments.}

^Subscribe

^{Come across a great cocktail recipe online? Mock It!}

^{Find alternatives to cocktail recipe ingredients with easy substitutions or non-alcoholic brands with the free Mock It Chrome extension.}

^{Install Mock It}