Non-alcoholic fun: Insider opinion Scott Rover, Quirky Drinks: “More people are turning away from alcohol, drinking less or stopping altogether. And this cuts right across generations, which actually makes it very exciting if you think about it. However, what is fun for a room full of people who will be drunk by the end of the night doesn’t work if they’re not drinking. So, you need to be creative and deliver products that make customers see that a night out can actually be more fun and exciting if you’re not drinking. At present the supply side is strong: alcohol-free drinks have come a long way in a short time, and there are some great products out there.” Alina Lewis, M&H Marketing: “Looking at kombuchas and craft sodas or else non-alcoholic aperitifs and even spirits, they used to be described by referring to other drinks: it’s like tea, but fizzy; it’s like tequila, but not alcoholic, etc. However, the growing market for sophisticated, yet alcohol-free drinks is changing both the soft drinks and alcohol categories. This is a clear opportunity for start-ups as they’re not tied to the conventions of the industry and can be innovative in this fluent and still very open market.” Attachment 3 Attachment 2 Non-alcoholic fun: Business opportunities Many of the non-alcoholic start-ups offer newly created drinks, i.e. a distilled, non-alcoholic spirit. Often these types of drinks are sparkling or fizzy drinks – so business people who would like to enter the industry could shake things up by offering non-alcoholic drinks without the bubbles. But there are other areas of the industry to explore. With an increasing focus on alcoholfree beverages and activities at work events, running a corporate-events company that specialises in non-alcoholic fun could be a way of following this trend. Yet, people are interested in alcohol-free socialising outside of working hours too. Club Soda ran the first Mindful Drinking Festival in London in 2017. Launching alcohol-free festivals in different locations around the country could be a business opportunity. The industry extends beyond the bar: there is potential for a completely alcohol-free leisure business with fun activities where the focus isn’t on drinking. New start-ups could either copy what the major players in this area do, only without the alcohol, or think outside the box with exciting competitive socialising activities. Such venues would offer group-based social and leisure activities like darts, crazy mini golf with moving objects, experiential dinners or escape rooms. Opportunity lies in today’s strong interest in experience-based entertainment which does not leave space for alcohol consumption. 69 Nur zu Prüfzwecken – Eig n um des Verlags öbv
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