Drinks of the Future

Drinks of the Future

The continuing rise of the no & low alcoholic category

July 2018: From London to New York and beyond, innovation from new and experienced brands has grown and shaped the Non Alcoholic drinks category in the last 12 months. In 2018, non alc has transformed from a trend into a bonafide category and in talking to producers, entrepreneurs, bartenders and restaurateurs, they seem to agree. With new products hitting the shelves all the time, customers who are choosing not to drink have never had more options. 

As a follow-on from 2017, we created this short film featuring interviews with producers, bartenders and some of last year’s non alc programme recipients that illustrates how the category has grown up in the last 12 months. Where this was a growing trend in 2017, 2018 has brought focus and increased maturity to the category while still leaving plenty of space for imagination and innovation from entrepreneurs.