IN THIS SECTION


The rise of no-alcohol drinks p61 | Eight ways to become a great coach p62 | Healthy breakfasts for busy leaders p65 Win a luxury hotel stay in Marazion, Cornwall p65 | What inspires Shafi Ahmed – surgeon, teacher and futurist p66


TRENDS


THE DRINKS ARE (ALCOHOL) FREE


A


s Director’s resident futurist Will Higham attests (see p12),


the millennial generation is increasingly rejecting drinking alcohol as a pastime. With many older consumers also embracing detox initiatives such as “Go sober for October” and the forthcoming “Dry January”, a huge opportunity has opened up for savvy businesses to develop booze-free alternative brands In 2015 Ben Branson


started making distilled but non-alcoholic drinks in his kitchen. Today his alcohol- free spirit brand, Seedlip, is served at 7,500 outlets in 25 countries (the latest product, Nogroni, is a zero-alcohol alternative to the classic Italian cocktail). It’s certainly caught the attention of the industry’s


big players, with Diageo taking a majority stake in the business in 2019. Other British ventures


to have grown out of this trend include Three Spirit – which describes itself as a “social alchemist” in producing plant-based non-alcoholic spirits – and The Driver’s Tipple, the gin brand founded by former racing driver Hamish Gordon. And that’s before we mention the rise in alcohol-free ales frothing out of the craft-beer sector. Given that 88 per cent


of last year’s “Dry January” participants saved money, 71 per cent slept better, 67 per cent felt more energetic and 58 per cent lost weight, according to an alcoholchange.org.uk poll, there may well be more business leaders raising a glass of 0.0 per cent proof to the initiative in 2020.


● For healthy breakfast tips for busy business leaders, turn to p65


director.co.uk 61


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