New low-alcohol gins and vodkas: health-conscious drinkers
Over the past four years, the world of spirits has taken a keen interest in sensitive issues such as alcoholism and drug addiction. Spurred on by health-conscious drinkers and the growing « Sober Curious« we have seen the arrival of tequilas on the market. alcohol-free, low-alcohol amaros and alcohol-free wines.
Today, a new brand in the Sober Curious game: 18.8. It's a range of lower-alcohol gins and vodkas with a precise 18.8% alcohol content. Distilled at exactly 18.8 % alcohol, 18.8 gin is a refreshing blend of juniper and elderflower with a hint of spice and citrus. As for 18.8 vodka, it is distilled 8 times to reach this alcohol content, and offers an immaculate, clean and smooth taste. In short, strong-flavored spirits with half the alcohol content. «From day one, one of our product development requirements was to make sure that our vodka and gin would offer the same taste experience as standard full-fermented spirits,» describes Chris Lund, Creative Director of FLUID Assets Inc., the Canadian-based parent company of 18.8.
Gin and vodka for conscious consumers
Each batch starts with Canadian 100% wheat and goes through the same process as any distilled alcohol. 18.8 is then subjected to a patented method to achieve 18.8 % alcohol (further reduced with distilled water). Lund and Jakob Ripshtein, CEO of 18.8, launched the brand with the intention of creating a vodka for the conscious consumer, «Low-cal» being one of the hallmarks of their brand.
«Throughout our distillation trials and the many series of samples tested, it was of the utmost importance to us that our product had the same nose and profile of what a vodka drinker expects, so that the consumers don't feel they're sacrificing themselves by making a more responsible choice,» says Ripshtein.
The duo launched a gin almost immediately afterwards. «We managed to maintain our momentum by launching into gin fairly quickly after our vodka launch. Thanks to its low alcohol content, 18.8 offers less burn and a smoother, more enjoyable drinking experience - ideal for a neutral spirit like vodka and helping to elevate the botanical flavors of our gin,» he continues.
One of the major problems in the world of spirits with little or no alcohol is that there aren't many of them available, and consumers fear that the product won't live up to their expectations. As a result, they continue to drink their favorite brands with high alcohol content.
The gin is floral and sweet on the nose, with a creamy palate and subtle botanical notes. The finish is short, without much burn or lingering juniper. The vodka, on the other hand, has the warm nose of an ordinary vodka, though it is soft and slightly sweet on the palate. Drinking them neat isn't really the idea, however, as they're best consumed as a quality substitute in a cocktail.
One of our product development requirements was to ensure that our vodka and gin would offer the same taste experience as standard full-fermentation spirits.
Chris Lund, Creative Director, FLUID Assets Inc.
Okay, but who opts for lower-strength spirits?
Many consumers are tending to reduce their alcohol consumption in recent years. Among them, we find quite different profiles: there's the designated driver, the health-conscious Millennial, the Sober Curious or the person who needs to get up early in the morning without a hangover.
Thanks to these drinkers, the advent of the movement towards little or no alcohol consumption has brought about a fundamental change in consumer habits and behaviour.
A Bon Appétit survey (reflecting a Nielsen CGA survey) notes that alcohol-free and low-alcohol products should increase by 32 % between 2018 and 2022 (note that these are pre-Covid figures). The study also revealed that non-alcoholic beverages are worth $7 billion more at retail than four years ago.
This situation is largely fuelled not by non-drinkers, but by sober and curious drinkers who don't want to abstain completely, but who nevertheless want to lead a healthier lifestyle. They sip less alcoholic beverages, They reduce their overall alcohol consumption and take extended breaks (like Dry January, for example).
In the world of spirits, Seedlip is the forerunner of the anti-VBT movement. But brands like 18.8 are bridging the gap between drinking and not drinking, catering to the drinker who wants to slow down but not stop completely. «We don't expect it to completely replace your favorite spirit,» says Lund.
«But we think everyone has times when they want to party, relax or just feel part of the group - but they also want to consume on their own terms. It might be going for a drink with colleagues after work when you have a big presentation the next day. Maybe it's ordering a Bloody Mary at brunch when you want to hit the gym later. Or maybe it's a big wedding party and you want to pace yourself so you can make it through the night.».
To meet this need, there is a range of non-alcoholic spirits (such as the tequila alternative Rituel and the’aperitif Ghia) and a range of naturally low-alcohol base cocktails: sherry, vermouth, cider and wine. But nothing really exists for the hard spirit lover.
«We are actively exploring other categories - for now mainly white spirits - to ensure that we can satisfy the preferences of all consumers and offer choice to more people,» Ripshtein describes.
While the brand is currently working to strengthen its presence in Canada, things are moving in the right direction for expansion in the United States. «We're already receiving inquiries from international distribution companies and others in the industry who like the idea of bringing a more responsible choice in their markets,» continues Ripshtein. «Our first step will probably be to go to the United States, a conversation in which we are currently engaged and very enthusiastic.».
The buzz will continue not just for the brand, but for the category as a whole.
To find out more about non-alcoholic spirits, a program on our SUPER-POTION™ podcast was devoted to this trend with an interview with the French brand Djin Spirits. Listen below.
We believe that everyone has times when they want to party, relax or simply feel part of the group - but they also want to consume on their own terms.
Chris Lund, Creative Director, FLUID Assets Inc.
Towards premiumization of soft drinks
Soft drinks have always been undervalued. Sodas, lemon water, «mocktails» and other disparaging adjectives imply that your soft drink lacks flavor. Today, leading brands are the alcohol-free category in the big leagues.
«I'd say the most heartfelt reactions have been from people who would have skipped an event or chosen a drink they didn't really like out of fear of overconsumption,» says Ripshtein. «These people are grateful that a new choice has been added to their experience. The same goes for those who like to be able to try more than one cocktail and extend the occasion, while limiting their overall alcohol consumption.».
According to a article written by Kate Dingwal
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