Understanding what trends will affect the market and which ones will pass us by, is always tricky to be right, all of the time. But during our regular internal insight sessions, we have identified that consumers classified as Generation Z & some Millennials, are showing they are more mindful of their health & wellbeing, resulting in a reduction in their alcohol intake, than previous generations. They still go out and socialise but choose to abstain from drinking alcohol.
There have been some new brands coming into the market to offer solutions for those that enjoy the flavour profiles of Gin but don’t want to have the alcohol with it. After all there are only so many colas and soft drinks that are available when you’re out.
With this in mind, we decided to brief ourselves to develop a Non Alcoholic distilled drink brand that echoed the styling from the craft gin trend that has been booming over recent years.