The table “Why not drinking is the hottest beverage trend” was one of the highlights this Sunday (10) at SXSW. Led by Marcos Salazar, CEO of ANBA – Adult Non-Alcoholic Beverage – the discussion addressed the growing trend, especially among Generation Z, of avoiding alcoholic drinks, including at parties and celebrations.
Elizabeth Gascoigne, 25, is the founder of Absence of Proof, a company that organizes alcohol-free events. “When I decided to stop drinking permanently, about two years ago, I felt embarrassed at parties and dinners, because someone always asks 'what are you drinking?', and they insist on drinks when you tell them that you simply don't drink by choice.”
This was one of the reasons why Andrew Solis created his own brand of non-alcoholic drinks, Cut Above Zero Proof Spirits. “My epiphany definitely came when I woke up one day with a hangover, with two children to look after. I thought, 'There must be a way to keep having fun with more control over doses and their effect on my body,” he said.
Solis explained that, contrary to what many believe, non-alcoholic drink options are not just for addicts or just for those who have completely cut out drinking. “On the contrary, if you have non-alcoholic drink options, you can alternate between your 'normal' drinks throughout the night without having to give in to water and feel like the night is over.”
However, just like organic drinks, tasty non-alcoholic drinks are still not as accessible, and one of the reasons is the cost. “As alcohol is efficient at retaining flavor, much more than water, we ended up using three times more ingredients for the drink to be as attractive as those that contain alcohol”, said Pauline Idogho, CEO of Mocktail Club.
Elizabeth stated that it is also difficult to make bar and restaurant owners aware of having these options on their menus. “They live off selling drinks, and they think they will sell less if they offer non-alcoholic versions. In fact, they will be including more people among their customers, and not losing them. It’s not a loss, it’s a sum”, she defended.
With resistance or not, Salazar stated that this is a future that has already arrived, led by Generation Z. “They are more concerned with health, well-being, and don't see much fun in getting drunk. They want to enjoy the moment with a clean face.”
South by Southwest, better known as SXSW, takes place annually in March, in Austin, in the United States and is considered one of the biggest technology, music, innovation and culture events in the world, also bringing attractions from different countries.
Source: CNN Brasil
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