Sober curious

Many of us avoid alcohol for health or other personal reasons. This cultural trend is also about investigating about the role alcohol and other intoxicants play in our societies. On a personal level, we might be curious about our own need to get drunk, and to see what kinds of emotions are buried under this behavior. Or, as in many cases, those emotions can be better managed with other chemicals and intoxicants than alcohol. This change is putting retail industry in an interesting situation. Aisles that are now reserved for beers and soft alcoholic drinks could in the future be filled with other kinds of liquids. People definitely want to drink - they want their kombucha, their green tea, their tea bubbled, their yoghurt drinkable... Drinking liquids is still connected to a quest for potent experiences: being relaxed, energized, beautiful, focused, or connected to various kinds of histories, cultures and traditions.

The consumption of non-alcoholic drinks is growing and big new product categories could emerge virtually overnight. Mocktails, wine-inspired cordials, alcohol-free wines and botanical tinctures have a growing fanbase. In this sphere, branding is everything. The aesthetics of what is consumed, how it looks and what it promises, are increasingly important. It’s also advisable to keep an eye on what happens with other intoxicants and the way they are worked into our diets and fulfill our need for relaxation. Eco-friendly bottles, boxes and packages seal the deal.

• Innovate new products and services with a health approach in mind
• Think over industry silos: Health, beauty and food & beverages collide to offer new cross-industry opportunities