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.
This story is from the January 2021 edition of Ambrosia.
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This story is from the January 2021 edition of Ambrosia.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 8,500+ magazines and newspapers.
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