A new series of alcohol-free products has been launched by The Dry Drinks Company to “disrupt” and “challenge” the non-alcoholic and soft drinks markets.
Starting with Smashed Hops Soft Beer and Smashed Apple Soft Cider, both of which are 0.05% ABV and vegan friendly, the series has been designed to create new, premium and desirable social drinking alternatives.
The Dry Drinks Company was formed 12 months ago by Richard Clark, the marketing director that led the launches of Crabbie’s Ginger Beer and Whitley Neil Gin.
Richard said: “The UK consumer is drinking less alcohol but is increasingly active in the rapidly changing out of home channels.
“Directly linked to our changing, more balanced lifestyles and leisure time, is a growing demand for premium non-alcoholic drinks for when drinking alcohol is not appropriate.
“To optimise in this significant market gap, The Dry Drinks Company has created products that bring together the fun, sociability and refreshment cues of soft drinks with the provenance and heritage of alcoholic equivalents – who would have imagined that in 2018, 50% of consumers aged 18-45 would drink less than once a week”.
Both products have been developed from beer and cider, which has been brewed using the company’s own recipes, using English hops, barley and apples.
To create Smashed Hops and Smashed Apple, the beer and cider have then been ‘de-alcoholised’ through innovative technology which captures aromas and flavours at a lower temperature than standard extraction technologies.
An alcohol licence is not required to sell the products. They are already being listed in independent outlets and trialled by a number of national pub and leisure chains.