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Medusa sees pandemic shifts towards non-alcoholic beverage acceptance and sales
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Saturday, 02 July, 2022, 08 : 00 AM [IST]
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Nandita Vijay, Bengaluru
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Medusa Beverages has noted that the pandemic has resulted in a significant shift in non-alcoholic beverage acceptance and sales.
"It is true that non-alcoholic beverages have been around for a while now, but in recent years there is a major shift underway, and it is propelling the global market for low and non-alcoholic beverages to new heights," said Avneet Singh, founder, Medusa Beverages Pvt. Ltd.
"A big draw for people during the pandemic was their health and wellness. After overdoing it in lockdown, people are now paying more attention to limiting the amount of alcohol they consume. People have become more health-conscious resulting in the lack of booze and opting for more of a healthier choice. According to research, three out of 10 consumers aged 18 to 34 choose no or low-alcohol because they are on a diet, whereas others do not want to drink and drive," he added.
During the thick and nick of the pandemic, quantity sales of alcohol increased by 25%. However, the inability to visit pubs and bars presented an opportunity for many of us to stop drinking. Despite the fact that one-in-five people drank more during lockdown, one-in-three people were trying to stop or had stopped drinking entirely due to the pandemic, causing two opposing effects of alcohol consumption, according to him.
Noting that the new drinking trend is alcohol-free beverages, Singh said, “This year saw people to experiment more than ever. For example those who are ‘sober curious’ are not essentially addicted to alcohol are simply making efforts to be without alcohol."
There is a visible interest in flavours with the result consumers are looking for more options. Demand for non-alcoholic beverages is on the rise. People don’t feel the need to drink anymore to have fun, when mocktails and non-alcoholic ones can suffice. Many pre-existing shopping trends were also accelerated by the pandemic. Non-alcoholic drinks, beers, and cocktails profit from the ability to ship nationwide because they are not susceptible to the state-by-state regulatory regime that applies to alcoholic beverages, pointed out Singh.
Public opinions are changing as there is also a shift in attitude surrounding the topic of alcohol as well as curiosity and choice. People want the new and improved, they are tired of the same old drinks and beverages they heavily consumed during the pandemic; and not everyone wants to drink nowadays.
The fresh, refined look and feel has increased demand for non-alcoholic drinks.
When people wanted to go alcohol-free for the night a decade ago, it was obvious because the access was to juice or a soda. However, the tables have now turned dramatically. The labelling itself helps to spot the difference between an alcoholic and non-alcoholic beer. The new aesthetics of alcohol-free beverages has boosted their popularity and prompted many people to opt for the versions. Many non-alcoholic beverages have the same flavour of wine, beer or cocktail, allowing people to enjoy their favourite drink without the alcohol.
"The pandemic has been critical to create an alcohol-free category. The non-alcoholic business is always looking for new and innovative ways, flavours, packaging etc., to cater to its audience. Things do look positive for the non-alcoholic beverage industry we believe that this range will continue to grow in the near future," trails off Singh.
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