As health-conscious and “sober-curious” consumers continue to reshape the beverage industry, experts from Flavorman and Moonshine University share insights on the growing non-alcoholic (NA) spirits category.
It’s no surprise there have been shifting trends in consumer preferences, especially the rise of wellness-focused habits, “sober curiosity,” and demand for “better-for-you” options across all categories.
The surge in probiotic sodas, hydration drinks, non-alcoholic beers, wines, and spirits reflects this growing movement.
In the spirits sector, statistics show the industry has seen reduced alcohol consumption among legal-age Gen Z consumers, a decline in demand for premium, rarity-driven products, and a booming market for low ABV alternatives.
Notably, non-alcoholic spirits are gaining traction, bolstered by significant investments from industry giants.
Flavorman, an industry-leading custom development company, has extensive experience in creating zero-proof spirits for its customers.
Tom Gibson, Certified Flavour Chemist and Chief Flavourist, once thought the idea of a liquor with 0% ABV was a “pipe dream.”
However, Flavorman’s team of experts has found the right combination of analytical chemistry, flavour science, and creativity that replicates elements of a traditional spirit.
The all-encompassing process begins with a chemical analysis of the target spirit’s “fingerprint”—including trace amounts of congeners, fusel oils, and other volatile compounds.
Once the data is collected, flavourists interpret those results through a human lens, identifying how specific compounds express themselves on the palate.
Techniques also include the addition of pure oak extracts, which simulate various barrel-aging effects—from char and tobacco to vanilla and molasses.
Flavorman’s Research & Development team focuses on texture and consistency, mimicking the thicker, oilier mouthfeel of alcohol that water-based products typically lack.
Clay Smith, Distillery Operations Manager at Moonshine University, a distillery education facility, provides a perspective from the distilling side.
While big-name breweries like Guinness and Heineken have embraced identical, non-alcoholic versions of their products, many distillers are still exploring the market.
Smith believes the opportunities may lie in non-alcoholic ready-to-drink (RTD) cocktails as a bridge between tradition and innovation.
“Moonshine University has consulted and developed prototypes for NA products in the past,” he says.
“We’ve created what we call a ‘Crafted Flavour Product’ using traditional, though unconventional, distilling methods to produce flavour concentrates for use in formulations.
“Most producers would like to contribute to the NA market, but we don’t see craft spirits losing steam. Still, there’s potential for non-alcoholic RTD cocktails to be a very successful offering.”
As the demand for mindful consumption continues to grow, non-alcoholic spirits are no longer just a “pipe dream.” Defined by craft, science, and innovation, this is the beverage category to keep a close eye on.
How to catch up with The Shout NZ…
Online, updated daily with its own unique content and breaking news.
Our weekly newsletter – free to your inbox! Subscribe here.
We are also on Facebook and Instagram!
