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Sexy AF Spirits products stand out with tongue-in-cheek names
Photo courtesy of Sexy AF Spirits
H2’s Spiritliss non-alcoholic gins sell alongside full-proof
spirits on its website, but it responded to an industry callout from
the Liquor Control Board of Ontario (LCBO) to create Spiritliss
Hibiscus Non-Alcoholic Gin and Tonic. The innovative, sparkling
pink drink, at just $2.50 for a slim 355 mL can at LCBO stores and
online, is “a small commitment, and a retail-friendly, portable way
for people to experiment.”
In its 2021–2022 Merchandising Needs, the LCBO has put out
a call for non-alcoholic spirits, too. With shelf talkers and trained
staff, liquor stores are set to help educate consumers, says Holland,
who believes upscale food boutiques can also play that role.
Huitema started Sobrii as a digital-first business, and the
pandemic has rewarded him. “I have direct access to several
thousand consumers – and I didn’t have to spend money on
market research.” Though pandemic-related supply-chain delays
have cost him some product and hassles, partnerships with
Well.ca and BetterRoads.com, plus a western distribution centre
in Vancouver, have helped mitigate those issues. Unregulated
shipping (unlike with alcohol) has been a boon. However, he’s not
ignoring brick-and-mortar retail, including major grocery chains.
“If you look at more established categories like non-alcoholic wine
and beer, every grocery buyer will tell you that their sales are
up double digits if they’re doing it right. From a shelf-space and
product-turn perspective, the potential is there.”
As the hospitality industry recovers in the months to come,
attractive glass bottles of non-alcoholic spirits could fill a profitable
and important niche on back bars, to create the “bridge” or “wedge”
cocktails in a drinking session that can keep customers on-premise,
SUMMER 2021 § POURED CANADA § 29
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/Well.ca
/BetterRoads.com
