Spiritless, a non-alcoholic bourbon hailing from bourbon country
2 Jul 2020Much as the name indicates, a new, alcohol-free bourbon has appeared on the U.S. market. Called Spiritless Kentucky 74, this libation hails from the heart of bourbon country and became available at the end of June.
The company touts its appeal to the “conscientious cocktailer” and is distilled in a similar manner to traditional bourbon except that it does not contain corn. It does, however, have notes of whiskey-warmed caramel, vanilla and oak. The barrel-aged, alcohol-less spirit has no more than 0.5% ABV, which is the equivalent to what is in a bottle of kombucha.
People are drinking less alcohol for a variety of reasons and a movement toward low- or non-alcoholic spirits has taken hold. According to IWSR data cited by Bon Appetit, sales in this category are anticipated to grow 32% between 2018 and 2022.
This sobering future has grabbed the attention of major alcohol companies the world over. At the same time that sales of alcohol-free options are growing, beer volumes are declining dramatically and so many Big Beer companies are looking for milder options to cater to consumers. Diageo, which owns Guinness, has its Open Gate Pure Brew and Heineken has its 0.0% MAXX. The Dutch brewing company has gone even further and embraced the Dry January trend last year when it released its January Dry Pack. AB InBev has also jumped on the bandwagon and has committed to increasing its non- and low-alcohol portfolio by 20% by 2025.
In fact, this changing landscape has garnered such a following that beverage companies that are not traditionally competing in the bar are taking a shot. Coca-Cola debuted its non-alcoholic cocktail alternative, Bar None just in time for Dry January last year.
There are, of course, a whole menu of non-alcoholic spirits available as well. The UK’s Seedlip is often credited with jumpstarting the movement when it became available in 2015. Since then, brands like Som, Alko, Mr. Fitzpatrick and Mocktails Brands have appeared and offer variety to adults looking to mindfully indulge and avoid inebriation.
The move toward less alcohol consumption appears to be a trend that is gaining momentum. Therefore, it is likely that more varieties of bourbon will appear on the market to compete with this new brand that comes straight from the heartland of American bourbon whiskey.
Related news
Asian beverage brands deal with rising costs
4 Jan 2023
Decreasing bottle sizes or increasing prices? Asian beverage brands are finding “creative approaches” to manage rising costs, according to industry analysts.
Read moreValue-seeking US consumers cut back on food spending
2 Jan 2023
Cheaper items, smaller sizes, and shorter grocery lists: inflationary effects coupled with a global long-term recession are set to continue shaping food spending habits, according to a recent Rabobank report.
Read moreOpportunities grow for lower-caffeine coffee
23 Dec 2022
Many consumers want the mental focus of caffeine without the jitters, prompting a wave of product development such as “half caffeine” ground coffee or ready-to-drink (RTD) cold brew blended with relaxing botanicals.
Read moreSuperfrau upcycles liquid whey for energy drinks
22 Dec 2022
US company Superfrau turns surplus whey into sustainable, upcycled-certified dairy products for the recovery drinks market.
Read moreSwedish food agency: One in 10 coffee brands contain excess acrylamide
7 Dec 2022
New findings from the Swedish Food Agency have revealed three of 29 coffee products sampled contained acrylamide above limits, reinforcing the link between levels and degree of roasting.
Read moreEditor’s choice: Our roundup of the latest women’s health products around the world
2 Dec 2022
From botanicals to combat menopause symptoms to a hydration powder for mothers-to-be, here is our roundup of the most innovative new product launches within women’s health.
Read moreThe prize no brand wants to win: 2022’s most misleading products
28 Nov 2022
Food industry watchdog Foodwatch is asking consumers to vote for 2022’s most misleading product. A high-sugar vitamin water and “artisan” salad made with artificial additives are among the nominees.
Read moreenduracarb®: A science-backed trehalose ingredient for athletic endurance
24 Nov 2022
enduracarb® is a science-backed, slow-acting carbohydrate that can power athletes’ performance. Produced using a high-purity production process, it is suitable for a wide variety of applications.
Read moreChina bans celebrity endorsement of health and formula foods
22 Nov 2022
China is to ban celebrity endorsement or advertising of certain products, completely banning high profile figures with “lapsed morals” as the country attempts to drive society towards “core socialist values”.
Read moreMicroThermics’ Formulators Guide to Process Selection for Plant-Based Beverages
15 Nov 2022
Plant-based beverages & products are mainstream! Come to FIE booth 4D122 & read our whitepaper to see how processing in the lab at commercial HTST & UHT conditions gets you to market faster for less!
Read more