Restaurants, coffee shops, and grocery stores all offer better-for-you alternatives to popular products and menu items. Whether that’s a vegan dish or a decaf coffee, one thing is clear – consumers are thirsty for options that deliver a familiar experience without the unwanted effects. The latest products to meet this consumer demand comprise the fastest-growing category in beverage: non-alc (Nielsen IQ).
More than a trend, NA is here to stay
With 52% of Americans actively trying to drink less and 30% not drinking at all (IWSR), non-alc options resonate with virtually every demographic, and that’s reflected in category projections.
By 2027, the market will reach a 4% share or $3.4B value (IWSR). But even that is just the beginning. Within a decade, NA is projected to reach 10-12% share of Total Alcohol (NielsenIQ). Needless to say, non-alc isn’t going anywhere.
Complementary, not competitive
Non-alcoholic options aren’t cannibalizing alcohol revenue – they’re complementing it. An astounding 94% of non-alc consumers buy full-proof spirits in the same visit (NielsenIQ). Non-alc buyers also spend 59% more on Total Alcohol versus those that exclusively buy alcohol (NielsenIQ).
In other words, they’re your most valuable customers.
Where to start
So, how can you capitalize on the hottest category in bev-alc? Start with Ritual Zero Proof – the brand that sells more than every other direct spirit alternative combined (NielsenIQ).
Ritual Zero Proof is America’s #1 non-alc spirits brand, with a range of products including Tequila, Whiskey, Gin, Rum, and Aperitif Alternatives.
Ritual owes its success to having the best-tasting and highest-rated products on the market, earning numerous awards, including Gold from the San Francisco World Spirits Competition and a 98-point Platinum medal from the Beverage Testing Institute – their highest rating ever for a non-alc spirit.
Ritual is also the easiest to understand and use. Simply replace traditional spirits with Ritual, ounce-for-ounce, in any cocktail to make it non-alcoholic.
All of which translates to high-velocity shelf pull and reorder rates. On-prem venues, too, see increased revenue with Ritual on the menu as customers opt for full-price Ritual cocktails over water or soda.
Boost sales with smart merchandising
So you’re ready to start selling. What’s the best way to position the product? One of the following is recommended, in order of impact:
- A dedicated non-alc section
- Placing non-alcs at the intersection of spirits and high-end mixers
- A non-alc off-shelf display or 4-shelf display
While all of these options work well, the idea is to clearly distinguish non-alcs from their full-proof counterparts.
Set up for shelf success
With your non-alc section built and ready to grow, here are a few more tips to ensure product flies off the shelf.
- Prioritize: Shelf presence can make or break your non-alc section. Make sure your leading products are at eye level and place best-sellers from left to right.
- Invest in high-impact POS: Shelf talkers and aisle violators increase awareness and drive sales.
- Display non-alc in a second location: The storefront window, an endcap, case stacker, floor display, and barge inclusion are all great options.
- Know your products: There’s a whole array of non-alc products from mixers and RTDs to direct spirit replacements like Ritual. Do a tasting, speak to your reps, and educate your staff.
- Take advantage of seasonal opportunities: The ever-popular Dry January drives huge volumes of non-alc sales during a traditionally down month for liquor. Display non-alc options prominently with Dry January messaging to capitalize on the moment, in-store and on-menu. Even on holidays like Thanksgiving and Cinco de Mayo, you can expect a substantial surge.
- Align promotions: Enhance market penetration by aligning promotions with key calendar periods and innovative product pricing.
These are just a few surefire ways to capitalize on the fastest-growing category in alc-bev. Have more questions about building your non-alc set?
Connect with Ritual Zero Proof
If you’re ready to serve the growing consumer demand and make more money in the process, contact Ritual Zero Proof to learn more.
Additionally, you can request complimentary samples or text RZPNOW to 57176 for samples, training tools, and more.
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