![]() Bartenders are brewing there own, but there are some brands now available, including Georgia-based company Shrub & Co, Pok Pok Som from Oregon-based restauranteur Andy Ricker and Walthamstow-based Shrb Drinks in the UK.Īccording to Mustafa of Shrb Drinks, sales have been “excellent” in craft beer pubs and bars, as well as delis and cafes, but restaurants have been slightly slower to adopt the trend. With flavours such as turmeric, ginger, grapefruit and apple, shrubs are drunk as an non-alcoholic aperitif, or mixed in cocktails and mocktails to give a tart and tangy flavour that promises a range of health benefits from promoting digestion to boosting a healthy immune system. “The timing was perfect – if we had launched two years earlier, it would have been too early, but with things like the sugar tax debate and the rise of craft spirits, it is like being in the slip-stream of a bigger force or trend”.ĭrinking vinegar is no longer just a cure for hiccups – the development of cold-pressed cider apple vinegars, or shrubs, that are infused with fruit, spices or herbs has been a hot trend in the US for a number of years. Talking about the brand’s success to db recently, founder Ben Branson admitted it was “99% down to timing”. The company, which scooped the Drinks Business Launch of the Year Award in May, is currently expanding its presence in the US while eyeing up other major cities across the world. However more lines are planned, with a third spirit due to come to market next year, along with limited edition seasonal line and a dark spirit. Flavoured with a selection botanicals but avoiding juniper so that it doesn’t emulate gin, the drink launched a second line last summer, with a fresher, less intense hit courtesy of its peas, hay and hops botanicals. The original non-alcoholic spirit l aunched on the market in November 2015 and soon caught the attention of high spec bars in London, and also Diageo itself. ![]() Along with this higher standing, bartenders are presenting them with greater theatre than the average standard soft drink, and the prices reflect the more ‘crafted’, authentic approach. “Standard food and drinks options can no longer compete, as more interesting combinations and options are available.”Īs a result, bars and restaurants were increasingly offering their own in-house no- or low-alcohol offerings, which are gaining greater prominence in the drinks menu. “Volume and price have been overtaken by quality and value in society’s pursuit of memorable experiences,” it said. ![]() They have “greater curiosity around different flavours” and want better choices, it said, which includes greater complexity of flavours, a less-is-more approach to ingredients, service with a sense of occasion and presentation on a par with its alcoholic counterparts. The spirit’s giant’s start-up ‘accelerator’, Distill Ventures has said the exciting trends in grown-up non-alcoholic drinks marked the “biggest opportunity in the drinks industry right now”, in the first of a series of new trend reports.ĭriven by a greater focus on wellbeing and the same thirst for memorable experiences that has fuelled the rise of premium craft drinks, so-called ‘non-drinkers’ are no longer content with soft, sweet, fruit-driven or fizzy drink, the report found. Innovation in ‘non-alcoholic’ drinks is the most exciting drinks trend, Diageo’s spirits innovation company Distill Ventures has claimed.
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