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Adaptogen-packed beers, CBD drinks, plant-powered non-alcoholic spirits… all of these claim ‘functional’ credentials, offering the drinker something more than a standard tipple. These suppliers tend to get lumped in with the wider cohort of booze-free drinks on the market for obvious reasons. Namely shoppers are increasingly choosing them in place of alcohol.
But is that right to do so? The number of these drinks on shelves is increasing, and their proliferation raises questions that need answering. Such as how do consumers understand ‘functionality’ in drinks? How can these brands effectively communicate that ‘functionality’ on-pack? And how can they convince buyers to take a punt?
In a bid to answer some of these questions, we put together a video panel with three pioneering functional drinks suppliers – Medahuman, Three Spirit, and Genie Drinks - this month. You can find a link to watch the panel below.
So what’s in this newsletter?
First The Grocer looks at the latest NPD, and asks if Britain is losing its taste for low-calorie beer – or if suppliers are just getting confused over who they’re targeting. Then Beverage Daily rounds up new launches from a global perspective and examines how the low & no category has performed during the pandemic in Canada.
Low2NoBev 2022 will take place on 8-9 June at the Old Truman Brewery in London. For more information on the show, visit www.low2nobev.com
To watch the panel click here
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