Non-alcoholic apéritif brand De Soi is getting a winter makeover today as its first-ever limited-edition flavor hits shelves – part of the brand’s strategy to continue to emotionally connect with its consumers as the adult non-alc (ANA) category “grows and becomes hegemonized,” according to master-distiller Morgan McLachlan.
The new St. Moritz Mule is giving Moscow Mule meets après-ski soirées by combining pomegranate, cranberry, ginger, plus adaptogens like L-theanine, reishi mushroom, and lion’s mane (a.k.a. the stuff known for its anxiety-reducing properties… just in time for holiday family gatherings?) In a season when ready-to-drink sales begin to dip, the brand is getting into the cold-weather marketing spirit by partnering with ski brands on giveaways and positioning its new release as the spritz – an increasingly high-selling cocktail – for winter months.
McLachlan is aiming to address one of the biggest challenges of flavor innovation in the ANA category: creating flavors that are recognizable alcohol proxies, but also novel and nuanced. NA cocktail and spirits brands in particular are faced with the expectations of full-proof versions as well as the potential to put off a younger audience that doesn’t even enjoy the taste of alcohol to begin with.
“The inspiration for our flavors usually emerges from some combination of the epistemology of spirited drinks and aperitifs, flavor pairings, but also emotions and moods,” she said.
- The product will launch exclusively at Sprouts before expanding elsewhere between late November and early January.
- In the meantime, De Soi is also engaging its VIP subscribers for product testing: over 50% of the company’s online revenue comes from recurring subscriptions, which provides them with “a high value customer base who truly love our products.”