UK start-up ZAG Drinks, has launched a new flavour to extend their range. ZAG ICE offers a refreshing new perspective on the adult soft drinks category, adding to ZAG’s non-alcoholic drinks range designed specifically for adults on social occasions. ZAG’s co-founder, formerly of Scottish & Newcastle, Jerry Goldberg, says “for those not drinking, the options have been limited with the choice of either alcohol-free versions of alcohol drinks – usually poor tasting alternatives to the real thing – or sweet, unhealthy soft drinks that are usually designed for kids. Whilst adults have an ever-growing range of exciting alcoholic options, there remain very few great tasting, non-alcoholic alternatives designed specifically with adult socialising in mind.”

Answering the call for change within the drinks industry, ZAG has now launched its second flavour: ZAG ICE. Crafted in the UK, ZAG ICE is a 0% ABV adult soft drink, full of zesty ingredients that pack a flavoursome punch, including lime, mint, juniper and Assam tea. Finally, non-drinkers can enjoy a refreshingly innovative non-alcoholic drink, rather than an unimaginative copy of an existing product.

The move is supported by research from the brand who polled 2,000 Brits earlier this year and found that two-thirds (58%) of respondents voted to see more options than traditional sweet soft drinks or alcohol-free imitations of alcoholic drinks offered by hospitality venues. 

ZAG ICE is the perfect refreshment for those not drinking or looking to find a better moderation, whilst enjoying a social occasion. Serving up a fresh perspective, ZAG ICE provides a complex, grown-up soft drink. It remains unapologetically bold in taste and experience; offering health-conscious consumers refined, adult flavours with a refreshing twist. As well as being suitable for vegans and low calorie (just 44kcal per bottle), the new flavour is also gluten-free and free from artificial sweeteners. 

More than 15% of Britons intend to follow “dry January” and abstain from drinking alcohol this month, according to a YouGov survey and sober drinkers are still enjoying pubs and bars – but venues are not catering to the non-drinking audience in the same way they are for drinkers. 

Commenting on the new product launch, Bonnie Hatcher, Managing Director of ZAG Drinks, said: 

“We’re delighted to have launched our second flavour, ZAG ICE. Since the inception of ZAG, we’ve wanted to challenge the conventional and accept that there can be a healthy approach – both physically and mentally – to socialising in pubs and bars. By providing consumers with more varied and exciting non-alcoholic alternatives, non-drinkers can enjoy the same anticipation and satisfaction around drinking and socialising as drinkers.”

“ZAG ICE offers a blend of familiar citrus flavours, infused with less familiar and more grown-up ingredients – such as juniper and Assam tea – for a far more complex finish than standard childlike soft drinks. It is also low calorie: perfect for anyone who wants to be more mindful with their drinking choices.” 

“We’re on a mission to improve the variety and excitement of non-alcoholic drinks menus across the country to match the growing number of non-drinkers, and support pubs to be able to meet this rising demand. 

“Everyone deserves to be excited by the selection of drinks available to them when they go out, no matter if they are drinking alcohol or not. We are proud to be championing the need for a varied non-alcoholic offering by expanding our product range to meet consumer demand!”

ZAG ICE is available to buy from the ZAG Drinks website in cases of 12. To discover the full ZAG Drinks product range, visit

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