F E AT U R E
The question is not just whether sober-curious
consumers will embrace no-proof
spirits, but also whether retail and
hospitality will get on the wagon.
with craft placebo cocktails that help fatten cheques. Lumette’s
MacIsaac says she fields proactive approaches from bartenders
and restaurants looking to satisfy customers requesting non-alcoholic
versions of their craft cocktails. It is not just for gin
analogues: Lumette has a non-alcoholic rum in development,
while Sobrii has a non-alcoholic tequila in the works.
The ripple effect
These bottlings could have impact beyond the drinks and hospi-tality
industry: some brands find the product is a natural fit for
promoting diversity, sustainability and alcohol awareness. “A lot
of our consumers are from the LGBTQ community,” said Reynolds,
and Sexy AF has a diversity and inclusion strategy that aligns
with her own values. Solbrü’s Kisil donates some proceeds
from the brand to addiction recovery, and values conversations
around the mental health, professional and personal impacts of
alcohol abuse. Sobrii pushes sustainability by re-using the etha-nol
from de-alcoholization in its botanical maceration process
and in hand sanitizer.
Lumette founder MacIsaac happens to be celiac and makes a
comparison to gluten-free goods. “Are they as good as, say, bread
from France? No. But I still want to have a burger occasionally, and
there are very good versions.”
Sobrii’s Huitema takes the analogy a step further. “The
potential for non-alcoholic spirits is no different that marketing
meatless burgers to non-vegetarians.” In other words, the sky’s
the limit.
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