Page 29 - Food & Drink Magazine April 2021

was also largely when the country was starting to emerge from COVID-19 restrictions, on-premise was opening-up, and Melbourne’s lockdown was lifted. At the time many assumed that as people celebrated, socialised, and relaxed, the growth of the non-alcohol may slow compared to rebounding alcohol sales, but this wasn’t the case.
Overall, the innovation in the no and low alcohol space in the past year has been incredibly exciting. We are seeing compelling alternatives with
the complex taste profiles of alcoholic
counterparts hitting the shelves, and they are really resonating with consumers.
It goes to show that the no and low alcohol trend is not purely a reflection of a lifestyle choice or changed attitude
– these are also genuinely great, tasty products in their own right that anyone can
enjoy. The proliferation of quality products in the category gives drinkers variety and choice, making a switch to non-alc easier than ever before.
Furthermore, and what’s really interesting, is that we’re seeing non-alc products compete with alcoholic beverages in terms of bestsellers each week. For example, in the week prior
to Australia Day, a time where retailers were stocking up big ahead of the public holiday, Heaps Normal’s non-alcoholic Quiet XPA was one of the top 10 best-selling products on the platform.
In both non-alcohol and seltzer, it is exciting to witness
“ In the last three months of 2020, leading up to the Christmas and holiday period, the volume of craft non-alcoholic products sold through our channel grew tenfold.”
the growth of these entirely new categories as we tend to see that a rising tide lifts all boats.
Without pre-existing brand loyalties, customers are more open to trying new brands within the space, leading to growth and success for a wide variety of great suppliers and products.
Seltzers and non-alc are diversifying categories – they aren’t token products where you can stock a single SKU and hope it satisfies.
We expect these trends to continue, so offering consumers a choice of fresh, high-quality productsiskey. ✷
✷ ABOUTTHEAUTHOR Rich Coombes is the
co-founder of Kaddy, a
B2B platform to connect
pubs, restaurants, bars
and bottles shops with
craft breweries, wineries and spirit producers. He is also co-founder of Batlow Cider Co, Capital Brewing and Will&Co Coffee.
www.foodanddrinkbusiness.com.au | April 2021 | Food&Drink business | 29
BEVERAGE BUSINESS