Bacardi predicts 400% growth in no and low alcohol in next four years
Ambrosia|January 2021
Family-owned spirits company predicts no and low spirits category growth from current $100m to $500m RSV in Western Europe by 2024. New Europe-wide Bacardi ‘Less is More’ campaign will help bars, retail and e-commerce partners tap into this booming sales opportunity The ‘mindful drinking’ trend has accelerated this year – one in three (36%) across UK, France and Germany plan to drink non-alcoholic cocktails or ‘less but better’ this holiday season. Bacardi tapping into trend with a much-loved portfolio of mindful drinks including MARTINI Non-Alcoholic Aperitivo, MARTINI Fiero vermouth and ST-GERMAIN elderflower liqueur

Bacardi Limited, the world’s largest family-owned spirits company, is launching a new ‘mindful drinking’ campaign this January, designed to help retailers, bars and e-commerce partners tap into a sales opportunity worth a predicted $500m RSV by the end of 2024.

Mindful drinking – the practice of being aware of why, how much and what alcohol we drink – is a cultural movement which has become incredibly popular this year. The concept covers everything from replacing alcohol with alcohol-free spirits, to enjoying longer, low alcohol drinks, as well as taking the time to ‘sip and savour’ cocktails made with the finest, natural ingredients.

This idea of moderation without settling for second-best continues to gain traction across the world, and nowhere more so than in Western Europe. The lockdowns and restrictions of 2020 have only accelerated its growth: +30% and +25% more Google searches are for non-alcoholic beverages in the UK and Germany respectively, compared to this time last year In both countries, Google searches for “Aperitivo” saw a dramatic rise from March 2020 as people began researching NoLo cocktails to enjoy at home.

Continue reading your story on the app

Continue reading your story in the magazine

MORE STORIES FROM AMBROSIAView All

The New Indian Single Malt: Kamet

Let’s start with a brand new whisky from a two-year-old company called Peak Spirits. After Amrut and Paul John, there’s another Indian single malt whisky that’s coming to town, from the makers of Jin Jiji—a newly-released cashew gin from Goa—comes Kamet, an Indian single malt whisky that celebrates its provenance. While it’s inspired by Mount Kamet in Uttarakhand, one of the highest peaks in the country, Kamet draws on local motifs and characters such as the Indian parrot, an important part of the culture in the villages surrounding the distillery near Kurukshetra. Lopamudra Ganguly Speaks to Ansh Khanna, the curator of Kamet.

4 mins read
Ambrosia
March 2021

Taking the Bar home

Jimmy’s Cocktails is a unique, ready-to-drink premium cocktail mixer brand that delivers all the complexity and craftsmanship one would find at their favourite bar. Crafted by some of India's top mixologists, Jimmy’s range of cocktail mixers are made with fewer calories, natural flavours and zero artificial sweeteners - achieved by using only the highest quality ingredients with their natural sweetness. Ankur Bhatia talks about how the company Radiohead Brands, makers of Jimmy’s Premium Cocktail mixers, wants to raise the bar for consumers who want to have their cocktails at home

6 mins read
Ambrosia
March 2021

Pour me another tequila, Sheila

So run the lyrics of a famous song. Apt because it is an indicator of the growth of tequila.

5 mins read
Ambrosia
March 2021

The Cocktail Story

India’s first digital platform that builds an ecosystem of the hospitality industry, alcobev brands and spirit enthusiasts. The Cocktail Story has been capturing the bar scenario all across India promoting the beverage culture highlighting bartenders & updates of local & international brand products, explains, Ms. Vidhi Puri, Founder, The Cocktail Story.

3 mins read
Ambrosia
March 2021

Hospitality industry can profit by going green

Interview with Vaibhav Jaiswal, Director & Co-Founder of Prakritii Cultivating Green, the first 'Made-in-India' range of organic products in the lifestyle category

4 mins read
Ambrosia
March 2021

FLAIR AND FAIR BARTENDING

Three cheers for Women Pioneers who are exploring an unchartered career path in India. Lopamudra Ganguly in conversation with Ami Shroff about her career and Flair bartending. Excerpts from the Interview:

5 mins read
Ambrosia
March 2021

Kyndal Group unveils impressive portfolio

Kyndal's portfolio includes the likes of Cutty Sark and The Famous Grouse blended Scotch whisky, The Macallan single malt Scotch whisky, Bols X.O. Excellence brandy, Richton V.S.O.P brandy, Bootz Dark Jamaica Rum and a selection of Bols Liqueurs. Pushpanjali Banerji, Brand Director, Kyndal Group & Founder and Director Taali Media outlines her marketing plans for the company.

5 mins read
Ambrosia
March 2021

Delhi new excise policy lowers drinking age to 21, only 3 dry days

• Bars and pubs to be open till 3 a.m • Steep hike in license fee from ₹8 lakhs to ₹75 lakhs • State excise revenues to increase by nearly ₹2,000 crores

5 mins read
Ambrosia
March 2021

2020 AUSTRIAN WINE MARKET FIGURES RELEASED

Plunging On-Trade & Tourism Sales Not Recovered Through High Sales in Other Channels; Exports High Despite Pandemic

7 mins read
Ambrosia
March 2021

Covid-19 Impact And Recovery To 2030

The "Spirits Global Market Report 2021: Covid-19 Impact and Recovery to 2030" report gives an idea of the shape of things to come in the alcobev industry.

5 mins read
Ambrosia
March 2021