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Melbourne-based Naked Life, known for its sugar-free sodas and iced teas, has expanded into the non-alcoholic ready to drink (RTD) space by launching a range of 11 canned cocktails and mixed drinks across Woolworths and Coles stores this month.
David Andrew, who also founded The No Nasties Project with sugar-free cereals and icy poles, is now taking his health kick philosophy to the mocktail space.
Naked Life is capitalising on the growing demand for non-alcoholic alternatives, with the range including non-alcoholic versions of popular cocktails like margaritas, negroni spritzes, Scottish sours, gin and tonics and more, and will also be stocked in 500 convenience and petrol locations nationally.
“We can see a clear shift in Australian drinking culture and consumer behaviour compared to when we started out with product development two years ago," Andrew said.
“Whilst we’re thrilled to see the major retailers come on board, there is also still a lot of untapped opportunity in other channels.
“As a result, we plan to triple in size over the next three years and want to expand the non-alcoholic offering into other areas like the on-premise.”
As demonstrated by the rise of other zero-alcohol beverage brands like First Nations-owned Sobah, the popularity of non-alcoholic drinks shows no signs of slowing down.
Endeavour Group (ASX: EDV), Australia’s largest liquor retailer, reported sales of non-alcoholic drinks at BWS and Dan Murphy’s increased by more than 83 per cent in the past year.
The category is also becoming more crowded by new players, with IWSR drinks market analysis finding Australia was among the countries where the growth of no-alcohol and low-alcohol beer consumption is projected to be among the highest in the world over the next four years.
The group anticipates that volume growth in Australia was expected to be about 16 per cent by 2024.
The IWSR study also revealed that 71 per cent of Australian consumers intend to increase or maintain their no- or low-alcohol consumption next year, and 65 per cent of consumers in the country intend to discover new no-or low-alcohol brands in 2021.
“We want you to enjoy a drink which has the unmistakable taste and experience of a cocktail without the alcohol, sugar or high calories,” says Andrew.
“Non-alc beer opened the door for alternative demand in the market. That’s why we’ve crafted each batch with a carefully distilled blend of botanicals and ingredients so Australians can redefine their celebratory moments and have their cocktail of choice, whether it be a rum and coke or whiskey sour, without compromising their health”.
It comes as Andrew’s No Nasties company, the parent of Naked Life, has more than doubled in size year on year over the past three years, and is targeting $12 million in turnover this financial year.
“We are beyond excited to see the growing trend of sober curious people, sober really does seem to be the new black with more people redefining their moments and demanding more alcohol-free options than ever before,” Andrew said.
“They want the taste of a cocktail, just without the hangover.”
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