The growing global trend of moderate and mindful drinking has forced many brands to cater to the market of 'sober curious' and non-drinking adults.
In South Africa, the Duchess Virgin Gin & Tonic is gaining popularity as a non-alcoholic substitute to the classic drink.
South African Breweries (SAB) and AB InBev Africa also introduced the first locally brewed alcohol-free beer called Castle Free.
The Duchess co-founders Inus Smuts and Johann Le Roux explain that their drink is not only targeted at teetotallers or designated drivers.
Smuts , Le Roux and Castle Free brand director Vaughan Croeser explore the growing health-conscious and 'sober curious' market enjoying non-alcoholic drinks.
With the launch of The Duchess, we've definitely seen a massive demand for the non-alcoholic adult drinks as a new category.— Johann Le Roux, co-founder of the The Duchess Virgin Gin and Tonic
It's about creating a sophisticated product for adult drinks that doesn't have the negatives effects of alcohol.— Johann Le Roux, co-founder of the The Duchess Virgin Gin and Tonic
People are realising that its much more about the flavours than just going out and drinking.— Johann Le Roux, co-founder of the The Duchess Virgin Gin and Tonic
It's about being part of those social environments without the hangover the next morning.— Johann Le Roux, co-founder of the The Duchess Virgin Gin and Tonic
Also read: SAB introduces alcohol-free ‘Castle Free’
As society progresses, people want to make more responsible choices. There's a shift in the market.— Vaughan Croeser, Brand Director for Castle Lager and Castle Free at South African Breweries
There's a need for moderation and it's a global trend.— Vaughan Croeser, Brand Director for Castle Lager and Castle Free at South African Breweries
Take a listen to the fascinating discussion:
Thumbnail image via The Duchess on Instagram.
This article first appeared on CapeTalk : Hangover-free! Mindful drinking trend spawns new era of non-alcoholic drinks