In this blog we take a look at who is driving this movement and what has inspired the industry.
The Non Alcoholic Drink Industry
According to The New York Times, the nonalcoholic beverage market is going to be worth an estimated $1.6 trillion by 2026. In cities across the country non alcoholic bottle shops are popping up each month, Danny Frounfelkner of Texas bottle shop SIPPLE:
“When we opened SIPPLE, the first non-alcoholic bottle shop in Texas, we thought it would take time to take off. We had no idea the demand we would see from people in their early 20s to mid-70s. Our opening weekend was packed and people are so grateful that a shop like ours exists.” (Source)
Interestingly, the primary drivers of the non alcoholic drink industry are millennials accounting for 42% of revenue. Numbers show that this is not a fad, rather a movement inspired by a desire for wellness and a healthier lifestyle. Millennials are shown to be more mindful about what they are putting into their bodies and also the importance of connection in the age of COVID-19. With so much separation with the use of screens for work and social media, people are hungry for genuine in person connection. Millennials have started to tap into the non-alcoholic market by socializing without alcohol, remaining present and alert for their interactions with peers. Mental health has also become a larger talking point and the effect that alcohol has on mental health is being taken into account by millennials, concerned about alcohol’s impact on their mood, level of alertness, and even their image on social media. These consumers want to be responsible and mindful of themselves and others.
Recently actress Blake Lively made headlines in an interview with Today:
“I don’t drink because I don’t like the effects of alcohol, but I like being social,”
Lively has decided to go into the non-alcoholic beverage industry with her own brand Betty Buzz. In her brand she includes mixes that stand on their own, no alcohol necessary, and also accessories to make drinks fun such as glasses, candied rims, and dried flowers. She believes that the experience of having a non-alcoholic drink should be enjoyed just the same as the alternative. When creating the brand she took into account her own journey as a non drinker living in New York City. When she would go out with the cast of her hit show, there was only one bar where she could get a decent mocktail. Fast forward to today, and most bars offer something on the mocktail menu, and people are willing to spend on these drinks. Having Blake Lively come out in this interview as a “face” for the non alcoholic beverage movement is significant because it creates more awareness of the industry, and that people have the choice to drink alcohol or not… and if they choose not to, the options are vast.