Non-alcoholic spirits have only been around for a few years, but they are already a significant part of the drinks market. What is their future?
The first innovations date back to 2014, with immediate success, as according to the IWSR , sales of the non-alcoholic spirits category grew by 499.5% between 2014 and 2019. And this growth does not seem to be slowing down: still on a global scale, sales of non-alcoholic spirits are expected to grow by more than 40% by 2024.
A few players in the sector quickly understood the importance of this market and developed drinks that are now indispensable. Among these brands, the "pioneer" Seedlip, created in 2015 and since acquired by Diageo, can now boast of being distributed in more than 37 countries and soon in France. The British brand Lyre's, a multi-award winner at various prestigious competitions such as the World Spirit Competition in San Francisco, was this week valued at more than £100m. The independent brand, established in 2019, is already distributed in 43 countries worldwide. In addition, Lyre's sales have increased by 1,300% between January 2020 and January 2021 in the UK alone.
Faced with these phenomenally successful brands, more and more producers are deciding to embark on the adventure. Innovations are therefore becoming more and more numerous. Among them, Spencer Matthews and his no-low spirits brand Clean Co. have created an alcohol-free version of tequila. The drink, called Clean T, joins the ranks of the brand's previous innovations: Clean G non-alcoholic gin and its rum version Clean R. This new alternative will soon be offered to consumers.
And the French are not to be outdone: the JNPR Spirits brand was awarded two medals at the International Spirit Challenge a few days ago: a silver medal for BTTR and a bronze medal for JNPR, a sign of the quality level of these products.
Non-alcoholic spirits represent a favourable breeding ground for innovation with sales continuing to rise. De-alcoholisation technologies can thus allow the main players to differentiate themselves in this growing market by developing light or alcohol-free products that are truly derived from the traditional spirits produced by the distilleries.
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