The first non-alcoholic bar in Australia will open in Brunswick by 2020. Sydney soon followed suit. The major liquor retailers have been dedicating more shelf space to the growing variety of non-alcohol or low-alcohol beverages.
The sophistication of alcohol-free wine, beer, and spirits is increasing as consumers become more selective about what they choose to consume and how.
In Australia, the consumption of alcohol has declined over the last 15 years. It is now at its lowest level in 50 years. Similar trends are seen around the world.
The decline in alcohol consumption has been especially dramatic for younger age groups. From 2001, the percentage of 20-year-olds who abstain from alcohol grew from 8.9% to 22%.
Youth rebellion is now about saying no to excessive alcohol consumption.
“Sober curious” and “mindful drinking.”
It was thought that drinking or not drinking could be binary. You were either a drinker or sober. In recent years, the ” curious sober” or “mindful drinking ” movement has gained popularity.
You might need to pause and think about your drinking habits or the amount you plan to consume. You could replace your midweek glass or beer with non-alcoholic alternatives. You need to stop and ask yourself if you really want to drink alcohol and whether every drink has to be.
This is a way to move away from extremes like teetotallers and binge drinkers and open up the concept of drinking or not on any occasion.
These people could be called moderate drinkers. They embrace mindful drinking and use social media hashtags like #soberissexy, #sobercurious, and #hangoverfree. These hashtags are images of people who are happy, healthy, empowered, and successful.
Read more: #WineMom: Humour and empowerment or binge drinking and mental health challenges?
This idea of conscious or controlled drinking has generated a new culture of consumers who celebrate, share, and hashtag their non- or low-alcohol drinking.
This is not grape juice.
This change in consumer attitudes has led to product innovation. Global alcohol brands are exploring alternative products, and new brands have emerged that focus on producing high-quality, alcohol-free drinks that feel right at home in any trendy cocktail list.
Grape juice is not alcohol-free wine. In Australia, a product cannot be classified as wine unless it is made by fermenting fresh grapes. During fermentation, the yeast converts sugars from fruit to alcohol.
By harvesting fruit early, wines with lower alcohol levels can be created. Alcohol can also be removed after fermentation.
The first non-alcoholic wine was produced over 100 years ago. However, the technology for “dealcoholisation” has seen dramatic improvements.
Drinks that were dealcoholized lacked aroma, flavor, and other characteristics associated with wine. Alcohol can be removed from wine without damaging the taste compounds. This is a cost-effective method for large-scale production.
Despite the growing popularity of sober curiosity, many consumers still believe that these drinks have a lesser value. Some people believe that because these drinks don’t contain alcohol, they should be cheaper. In reality, high-quality, alcohol-free wine and beer are more expensive to produce, and any potential tax savings do not make up for this.
According to reports, non-alcoholic wine is one of Australia’s most rapidly growing drink categories. It was valued at over A$ 4.5 million last year and will be worth $ 15 million by the end of this year. Although they are growing, non-alcoholic wines still make up less than 1% of Australia’s wine consumption.
What is the point of this?
Why not drink just water or soft drinks? It’s not only about quenching thirst or getting drunk. Drinking is social, ceremonial, rewarding, and an experience. Glasses should be enjoyed with food.
Wine is much more than a simple drink. The choice of a particular pour can be based on a variety of factors, including health (such as resveratrol found in red wine), food (such as a dry Chardonnay and crispy-skinned Barramundi), taste (such as award-winning wine), intellectual challenges (such as sampling different grape varieties and areas), or even tradition and fun.
