Emily Carroll, Global Graduate, Bord Bia - The Irish Food Board
The widespread shift towards healthier living, outlined in Bord Bia’s Consumer Lifestyle Trends, finds consumers are increasingly seeking products to optimise their bodies’ systems and improve their overall health and wellbeing. This trend is reflected in the alcohol industry through a growing demand for low and no alcohol offerings (Mintel 2019). Non-alcoholic spirits are increasingly gaining traction, with Seedlip pioneering the 0% ABV spirit segment since launch in 2015, as “the world’s first distilled non-alcoholic spirit.’’
How exactly can alcohol-free spirits appeal to consumers? According to Mintel’s recent report, an understanding of consumers need to unwind and the power of botanical ingredients is key; with four learnings from pioneer brand Seedlip outlined below.
Highlight Botanical Ingredients
The ability to relax and unwind is valued by consumers who drink alcoholic spirits, and is widely thought to be missing from non-alcoholic spirits (Mintel, 2019). In order for consumers to understand that alcohol-free spirits may also help create relaxation, the role of herbal botanicals must be emphasised, highlighting that the ‘’mellow vibe’’ associated with full-ABV spirits may still be created in a non-alcoholic manner. Exemplary non-alcoholic spirits brand Seedlip have placed their botanical elements to the forefront of the brand by integrating herbal ingredients into their packaging design, as well as utilising colour and music in its communications to prompt the relaxed need-state of its target customers.
Highlight The Role of Distillation in Creating Taste
Brands should educate drinkers in the distillation process of non-alcoholic spirits, and bring attention to the fact the copper still distillation method is utilised, as is in full ABV spirits, meaning that although alcohol free; taste and flavour do not have to be compromised. Once again, the role and properties of natural ingredients should be brought to light, to encourage health-conscious consumers. By telling the story of the distillation process and taste complexity of alcohol-free spirits, and how tradition and nature play into this, brands may position their product as premium. Seedlip highlight distillation and taste in their product description: “a floral blend of hand-picked peas & homegrown hay from founder Ben Branson’s Farm, with traditional garden herb distillates in celebration of the English countryside.’’
Avoid References To Substituting Full ABV Spirits
Mintel (2019) recommend that managing the expectations of drinkers converting from alcoholic spirits to alcohol-free spirits should be considered carefully by brands. In designing the packaging of the product, it is preferable to emphasize botanical elements and taste, more so than referring directly to the full-ABV spirit it is substituting. Rather than taking the route of fellow non-alcoholic spirit brands ‘’GINish’’ and ‘’Stryyk Not Gin,’’ Seedlip takes the alternative approach of not referring to a specific alcohol it’s intending to substitute. This may allow for a smoother transition from alcohol to alcohol-free and help to prevent direct comparison between the two. The key is to highlight what the consumer is gaining rather than reminding them what they are sacrificing.
Romance The Back Story
Mintel (2019) identify symbolism and philosophy behind brand name, and the creation of a back story, as important contributors to brand appeal for non-alcoholic spirits. Seedlip’s brand name originates hundreds of years ago, as the name given to seed baskets used by the founder’s ancestors to hand sow seeds on their farm. This botanic history along with the integration of stories of medieval herbal remedies allows for a truly memorable brand. Their brand story opens on a captivating note: ‘’Over three hundred years ago, it was common for physicians to distil herbal remedies using copper stills, harnessing the power of nature & alchemy to solve medical maladies,‘’ tying a modern product to an ancient history in a way that feels authentic.
To learn more about non-alcoholic spirits; read Mintel’s 2019 insight report: “Alcohol-free Sprits Set to Reinvent Relaxation.”
SOURCES:
Bord Bia (2020) Consumer Lifestyle Trends. Retrieved 22 January 2020, from https://www.bordbiaconsumerlifestyletrends.ie/
Mintel (2019) Alcohol-Free Spirits Set to Reinvent Relaxation. Retrieved 22 January 2020
Mintel (2019 Beer & Cider - Ireland - June 2019. Retrieved 22 January 2020
Seedlip (2020) Our Story Retrieved 22 January 2020, from https://seedlipdrinks.com/uk/story/