You can tell that a growing segment of the drinks biz has finally arrived when the crowds arrive, and as many as 10,000 people are expected to attend an upcoming UK festival in the UK dedicated to sober drinking.
Here’s the deal…
The Mindfulness Drinking Festival which celebrates innovation in low and no-ABV drinks, is a small but fast-growing niche in the market.
According to the Drinks Business this year’s festival will showcase independent products like Ceder’s, a distilled non-alcoholic alt-gin made with classic gin and exotic South African botanicals, as well as bigger brands such as Diageo-owned Gordon’s, which released its own “ultra-low” ready-to-drink products earlier this month.”
While the non-alcoholic spirits category has grown rapidly in terms of volume this year, beer is currently the biggest success story for non-alcoholic drinks.
Recent figures from Kantar Worldpanel show that the sales of non-alcoholic beer rose by 19% between 2016 and 2017.
Nirvana Brewery, one of the UK’s most exciting craft brewers will be centerstage at this year’s festival and they’ve been building an empire creating low and non-alcoholic beers craft beers that taste like real beer.
But many breweries committed to more sober drinking will be attending including FitBeer, Big Drop, and St Peter’s Brewery.
The Mindfulness Drinking Festival will also feature talks and seminars from authors who have written about their journey to cut back on their drinking or have given up altogether (which might explain why American Craft Beer wasn’t invited). But noted beer writer and sommelier Jane Peyton will be on hand to showcase the ten alcohol-free beers featured at the event.
The Mindfulness Festival is yet another indication that the sober drinking segment is not only viable, but growing.
Anheuser-Busch InBev, which launched non-alcoholic versions of Budweiser and Corona in 2016, is predicting that low or alcohol-free beer will make up a stunning 20% of its sales by 2025.