to this key trend. Today’s non-alcoholic
drinks are fortified by nutritional
benefits, for instance, popular product,
kombucha tea is known to be beneficial
for gut health. The emergence of such
‘healthy ’ non-alcoholic drinks will
continue to drive this market.
Some concerns related to excessive
consumption of alcohol and addiction
has resulted in government initiatives
to curb drinking. The World Health
Organization (WHO), for instance
has a global initiative that aims at
reducing harmful alcohol use. The
WHO sums up harmful alcohol uses
that result in adverse health and
social consequences. Each year, 2.5
million people between 15 and 29
years succumb to harmful alcohol
use. The WHO aims at collaborating
with relevant member states,
partners, public health organizations,
and research institutes in order to
implement this initiative.
Such acts undertaken by leading
organisations contribute to the
development of the non-alcoholic
drinks market, states TMR.
Top Marketing
Campaigns Steer
Vendor Approach
premium locations like historic
buildings that offer a refreshing
experience to the consumer,
along with an assortment of
quality drink choices. TMR’s
report profiles leading vendors
such as: Anheuser-Busch InBev
SA/NV; Danone; Dr Pepper
Snapple; PepsiCo; and Attitude
Drinks Inc., in the non-alcoholic
drinks market.
Mekanism, a San Francisco-
based marketing agency
has created a digital
advertisement campaign
– ‘Stop Your Wine-ing’ for
MillCoors (MC). MC’s two
hats light fruity beer, created
for Generation Z as the
target audience impels them
towards wine. The campaign
is simple and appealing for
its target audience through
short videos-which are the
most preferred form of
content for this age group.
Such campaigns will bode well for
the non-alcoholic drinks market and
affect the role of existing vendors,
notes TMR. Sobering Up
Drink and dine restaurants, pubs and
vendors are likely to embark on a fresh
strategy offering innovative products.
Restaurants and pubs those are nimble
enough to change. They are more likely
to survive the influx of non-alcoholic
drinks. A good example is UK’s City
Pub Group that focuses solely on The slow-building trend of moderate
alcohol consumption is leaning towards
zero-alcohol products. It is favoured by
the current and upcoming generations
that are accountable for the soaring
demand in the non-alcoholic drinks
market. An educated disposition
towards health and wellness supports
this predicament. With more people
Both, drinks groups and pubs
are slowly realising consumer
thirst for non-alcoholic drinks.
The Economist recently
reported that Frank Lampen
of Distill Ventures considers
non-alcoholic drinks to be the biggest
market opportunity.
Drink and dine restaurants, pubs and vendors
are likely to embark on a fresh strategy offering
innovative products
taking the reigns over their health
and wellness, these slumping trends
in alcoholic consumption are likely to
continue, providing impetus to non-
alcoholic beverages.
It looks as though the end of an
era of alcoholic beverages is on the
way. However, TMR’s study points
out some growth crimpers such as:
high prices of non-alcoholic drinks;
higher taxes/import duties; and non-
standard guidelines. Yet, the impact
of these restraints is expected to fade
with time.
Drink Asia
15
July-August 2019