Category Close-up: Expert Analysis - Zero Proof Drinks

In this episode of Category Closeup, BevNET managing editor Martin Caballero leads a panel discussion that takes a deep-dive into the current state of the “zero-proof” beverage category, including why the movement is gaining momentum, how entrepreneurs in the space are standing out in an increasingly competitive category, the impact of format and packaging innovations, and how the shifting context around health and wellness is influencing overall growth in the segment.

Panelists in this episode include:

Brandy Rand, COO, Americas, IWSR Drinks Market Analysis

Brandy leads IWSR’s U.S. market across research, marketing, operations and business development as well as regional expansion in the Americas. During her career, Brandy has held strategic consulting positions across media and CPG sectors with a focus on brand-building in a new business environment, with over 20 years of management experience in the beverage alcohol industry including previous roles at Allied Domecq Spirits & Wines, William Grant & Sons, and Bacardi Limited.

 

Laura Taylor, founder of Mingle Mocktails

Laura is the creator of Mingle Mocktails, a five-SKU line of non-alcoholic premium ready-to-drink cocktails made with natural ingredients and available in varieties like Cranberry Cosmo, Moscow Mule and Cucumber Melon Mojito. Earlier this month, the brand announced a new partnership with natural food distributor KeHE that will bring the product into California, Illinois, Indiana and Texas in both 750ml bottles and 12 oz. sleek cans.

 

Lars Dahlhaus, Co-Founder, ProofNoMore.com

Originally from Germany, Lars brings a broad range of beverage industry experience, including developing partnerships with retailers and wholesalers, as well as launching novel brands in the U.S. After witnessing the growth of the non-alcoholic beverage sector in Europe, Lars and his co-founders Ed Carino and Christian Blake recently introduced their new venture, ProofNoMore.com, a new digital marketplace for low and non-alcoholic beverages that offers a curated selection of zero-proof beers, wines, mocktails, spirits, kombuchas, and mixers available for B2B or D2C shopping.