JOHN WALKER: This new canning line right here can do 450 cans a minute. PAUL SOLMAN: In fact, last year, Athletic had to move to this 150,000-square-foot facility after reinforcing part of the floor to support new tanks that hold up to 25,000 gallons for brewing and the boilers, pasteurizing to counter microbes that alcohol would otherwise slay, and packaging at a breakneck pace. We're growing at about 90 percent year over year to date. The nonalcoholic beer category itself is growing 30 percent year over year. JOHN WALKER, Co-Founder, Athletic Brewing Company: In 2018, we had brewed 800 barrels of beer, and last year we produced over 170,000 barrels of beer. One brewer of it, Athletic in Milford, Connecticut, growing like crazy. PAUL SOLMAN: No surprise that the main adult nonalcoholic beverage again, 0.5 percent of alcohol or less, is beer. KALEIGH THERIAULT, NIQ: What we see in our data is that four and five consumers of nonalcohol beer, wine and spirits are also purchasing alcohol-containing beer, wine and spirits. PAUL SOLMAN: Indeed, it's not just the one in four Americans who don't drink at all, says analyst Kaleigh Theriault.
There are even bars like Hekate in Manhattan's East Village which displays, says "New Yorker" writer John Seabrook: JOHN SEABROOK, "The New Yorker": All these bottles of liquor that look like rum and whiskey and tequila, and they're all nonalcoholic. Sales of so-called nonalcoholic spirits, beer and wine at grocery, convenience, liquor stores and the like are up more than 40 percent in just the last two years. PAUL SOLMAN: But more and more of us and particularly younger people are opting to cut back on booze. KEVIN NESBITT, New Haven Resident: Never thought about ordering a non nonalcoholic martini, to be honest. PAUL SOLMAN: Of course, old-timers, like Kevin Nesbitt, who asked if the bar in which he drank martinis 30-some years ago was open at 10:00 a.m. KHALID WILLIAMS: Any bar now worth their salt is giving attention, menu real estate, and I'd say honor to cocktails that do not have alcoholic content. PAUL SOLMAN: Any drink like these spirits Williams uses can be labeled nonalcoholic if they have no more than half-a-percent of alcohol.Īnd these so-called sober cocktails, he says, are all the rage. KHALID WILLIAMS: My goal is to give you a drink that has, like a wine, a beginning, a kind of mid-palate and a finish. These are all concoctions of award winning bartender, restaurant consultant and writer Khalid Williams, cocktails with barely a trace of alcohol. KHALID WILLIAMS: I base it off of this honeybush and banana tea. KHALID WILLIAMS: Usually gin, lime juice and ginger beer. KHALID WILLIAMS, Founder and President, The Barrel Age: With grapefruit and maraschino liqueur. PAUL SOLMAN: In New Haven, Connecticut, paying homage to the Hemingway daiquiri. We sent Paul Solman out for a taste test. While nonalcoholic beer, wine and cocktails make up a small fraction of the overall alcohol market, sales are rapidly rising. beer sales traditionally peak in the summer months between Memorial Day and Labor Day, but what's in those beers is changing. “Our investment in TÖST allows us to continue to optimize our higher-end portfolio by providing an alcohol-free beverage with a complex flavor profile for consumers that complements their lifestyle across a variety of occasions.GEOFF BENNETT: U.S. “TÖST is a delicious liquid that feels celebratory and elevated for life’s big moments, and also versatile and approachable for everyday enjoyment,” said Mallika Monteiro, Executive Vice President and Chief Growth, Strategy, and Digital Officer at Constellation Brands. It also champions the beverage’s complex taste profile, which meets growing consumer interest in having a wider variety of flavor options across all beverages. Packaging & Packing Materials, ContainersĪ post shared by TÖST is a “never alcohol” product, meaning there is no alcoholic fermentation at any point in the production process, expanding the opportunity to reach an even wider variety of occasions.Ĭonstellation Brands points to figures from Nielsen IQ, which say that 82% of non-alcoholic drink buyers are still purchasing drinks that contain alcohol, meaning TÖST extends the options and opportunity for participation on traditional beer, wine, and spirits occasions, making it a ‘strong complement’ to Constellation’s current portfolio.Processing Equipment & Systems, Automation, Control.Filling & Packaging Equipment & Systems.
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