LOW AND NO ALCOHOL
The reason we non-alcoholic spirit brands use spirit associations is that we are right in between the past and the future. It’s my prediction that Gen Z and coming generations will care less whether it’s called a ‘gin’ or something else
particular non-alcoholic spirit range. In many places and spaces of life, a drink can be almost anything. At bars and restaurants, however, classic alcoholic categories (wine, beer, cocktails) have continued to reign. And although it is true that younger generations have never cultivated a relationship with alcohol or the taste of gin and tonics, it’s hard not be affected by society’s long connection (some would say obsession) with drinking. The young, too, are keen to get into that celebratory ‘treat yourself’ mode, and why shouldn’t they?
The starting point for Gnista was what our liquids should deliver, independently of their relationship with alcohol. Top bartenders and mixologists guided us – this is a group that keeps the drinking experience and quality central. Really, what is it that makes a whisky so satisfactory to enjoy neat on the rocks (if we remove the intoxication effect) and why does it make such a good base for Manhattans? Based on their requirements for taste, mouthfeel and other sensory stuff like the feel of tannins inside your cheeks, Gnista was born as the first non-alcoholic spirit truly resembling a fine spirit. But without imitating existing spirits. Defining things by what they almost are risks creating an inferiority complex. And will raise certain expectations, which is rarely a good thing. Calling Barreled Oak a non-alcoholic whisky would be nothing but stupid. A recent article by Food52 put it so well:
like any existing alcoholic spirit, but tastes like warming up from the snow in front of a crackling fire, and lives up to its name with woodsy spices, a pronounced but cozy campfire smoke, plus a touch of bitter herbs to balance sweet molasses, rye, and raisins.”
What’s to fill the void in the post-drinking era? We chose to package the brand in such way dark spirit drinking occasions come to mind. Because now and in the future it’s the situation that matters. Treating yourself after a hard day’s work. Sharing thoughts with a good friend. Getting fuel for dancing until dawn… We’re still in transition (legal frameworks
are way behind!) coming from a place when categories had names we knew so well – beer, soft drink, wine, spirit – on our way into a more open future. One where packaging above all will guide consumers to know what to expect from the liquid. Instead of, like today, mostly communicating chosen values and a blunt sense of belonging to one of those set categories. The reason we non-alcoholic spirit brands use spirit associations (either through ‘distilled’ brand stories, naming or, as in the case of Gnista, the image universe) is because we are right in between the past and the future. It’s my prediction that Gen Z and coming
generations will care less whether it’s called a ‘gin’ or something else. The market is ready and, like always, it’s up to the market to decide what’s to remain and not. But rest assured: trends come and go. What remains is the search for experience. The first alcoholic drink was reportedly served in China some 8,000 – 9,000 years ago. It consisted of a fermented mix of rice, honey, and hawthorn fruit and/or grape. Doesn’t sound dusty to me. But like something I would gladly try. With or without alcohol.
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