Zag targets non-alcoholic drinks market


UK start-up Zag Drinks has developed a new non-alcoholic beverage, offering consumers an alternative to alcohol-free beer.

Zag has been created to deliver the characteristics of a beer-drinking occasion, without attempting to mimic the flavour of beer. It aims to offer a new choice for consumers who want to socialise more and drink less.

The carbonated drink is made using a blend of matcha green tea and botanicals, including mint, cucumber, lime and lemon. It is 0.0% ABV, with each 330ml can containing just 54 Kcal and no artificial sweeteners.

Jerry Goldberg, co-founder of Zag Drinks, said: “Alcohol-free beer has improved over the years and provides an important role for consumers who want a social drink but cannot, or do not want to drink alcohol.

“However, we realised that alcohol-free beer still doesn’t taste as good as beer – beer needs alcohol to create that magical beer flavour.

“We have taken beer’s major attributes – a long, refreshing drink that’s not too sweet and looks good in a glass – and created an alcohol-free drink that delivers these without attempting to taste like beer.”

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