Years ago, it was considered ground-breaking when Joy Manning and a cohort of culinary pros hosted a late-night session at International Association of Culinary Professionals focused on attending, networking, and partying at the annual conference *alcohol free*.
To whit: the session was held in an awkwardly located ante room that was hard to find, at 9 PM at night, in direct competition with a slate of networking dinners held throughout New York City.
That was 2018, and while the movement has gained traction in that time, the sober/dry lifestyle is still skirting the fringes of the grocery store and restaurant menu.
And our conversations.
At New Hope Network’s #ExpoEast23 last week, there was a section—small but vibrant—of brands innovating in that space, anchored by a very new trade organization (Adult Non-Alcoholic Beverage Association (ANBA).
One of the exhibitors, Jane McKay, shares the logistical implications this burgeoning industry needs to consider (below). These are necessary conversations to have.
But to really make an impact, the brands, retailers, and trade association need to weave in the emotions involved in the evolution of this category.
They need to humanize those logistical challenges.
We need to move beyond adding mocktails to the menus next to the Cokes and Pepsis.
In thinking through—and representing—the entire consumer journey in our planning and marketing, we can elevate the category in a way that a carefully designed end cap will never match on its own.
Here’s hoping retailers get smart (and generous with their budgets) and collaborate with brands like Caleño Drinks to shine a light on the emotional touch points required to grow a brand and category in a noisy landscape.
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Day 2 Natural Products Expo
Today was a slow burn at the show with some grocery Distributors returning with their retailers. This meant more quality time to dig deep into conversations. That’s always a thumbs up 👍🏻 added to that some great chat with BevNET.com, Inc.
Word from the aisle…
“I can’t believe that’s not a real
Mojito”
“I’m bringing my boss over to try this”
“This non alc aisle is the hottest thing at expo this year and the reason I came”
- sips on lips 120+ of Tropical 🏝️ Non Alcoholic Mojito 🍹 (freshly made… again) and we made friends with Topo Chico
- 60% of brands exhibiting in this aisle are RTDs, 20% non alc spirits and 20% non alc wines
- conversations with retailers revolve mainly around these points:
👉how to build the category in their stores
👉 what non alc will be replacing
👉where products need to be merchandised for the greatest chance of success
👉Me learning what the state level bev alc laws dictate on whether or not Caleño Drinks can even reside in that section (it’s a NO in Pennsylvania)
And finally I got to sit next to delightful Mel Babitz founder of The Open Road a non alcoholic store and experience in Pittsburg.
And a big thanks to the lovely ladies at KUL MOCKS ❤️ for covering our booth when I needed a bathroom break 😂 it seriously takes a village to work these shows.
#cpg #nonalcoholic #expoeast #beverageindustry
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