Top non-alcoholic spirits brands.
I have provided a deep dive into the brands currently active in the non-alcoholic spirits market. Seedlip, Borrago, Herbie Gin, Real Remedies Surendran & Bownes are currently the only brands operating in this market, and Seedlip and Barrago are the only brands available in the US. The market is set to expand rapidly in the US, with Surendran & Bownes planning to launch their products in the US very shortly.
London based Seedlip began the non-alcoholic spirits market as it launched the world's first non-alcoholic spirit in 2015. The brand has two non-alcoholic spirit products currently available, Spice 94 and Garden 108. Primarily, it was only available in the United Kingdom, where it was quickly made available at top class bars and restaurants such as The Clove Club, Sexy Fish, Hix bars, the London Edition, The Savoy, Gordon Ramsay Group and House of St Barnabas. Seedlip's first run of 1,000 bottles sold just three days after launching, signaling that there is a vast demand for this type of product. In addition, the company generated £1 million (roughly $1.38 million) in revenue between its launch, and roughly a year later. The brand entered the US market in 2017, and was the first non-alcoholic spirit available in this region.
Seedlip is considered to have created a "completely new category of drink", one which has set the high end food and drink industry alight with excitement and creative ideas. It has solved the “what-to-drink-when-you-are-not-drinking” dilemma and has fundamentally changed the way we drink. Founder Ben Branson created the product when he noticed the need for a high quality, flavorsome options for non-alcoholic beverages when dining out. As a none-drinker himself, it became apparent to Ben that high quality drinks are part of the dining experience. Alcoholic drinks are paired with dishes to bring out the flavors, but the non-alcoholic alternatives are often low quality and unimaginative. He also noticed that the choice to live a lifestyle without alcohol is a growing trend.
Borrago first launched in the UK in order to offer a “naturally delicious drinks for grown-ups”. Founder Tom Tuke-Hastings claims that the idea behind their non-alcoholic spirits product was in recognizing that "non-alcoholic drinks choices have previously been seen as childish, sugar-laden and downmarket. I set out to create something sophisticated, that you can celebrate and even show off with.” Tuke-Hastings claims that love of food, drink and entertaining lead to developing Borrago. He wanted to create "exciting grown-up non-alcoholic options" that would be "worth celebrating with.”
Borrago is the second non-alcoholic spirit product to be launched in the US, it arrived on the market in 2017. The company was founded in the same year by Tom Tuke-Hastings.
Little information is available online about Borrago. We know that the company is privately held and therefore does not publish its financial information. In addition to this, we know that the company is small, with just 2-10 employees. Given that Borrago are one of just two companies that have non-alcoholic spirits products in the US, the fact that Borrago are such a small operation we can assume that the market is currently small.
Another world first came from Danish company Herbie Gin who released a non-alcoholic gin, Herbie Virgin, in December 2016. Since then, the brand have been producing 200,000 bottles of gin annually. They currently have plans to increase production to one million bottles per year within five years. They are also looking to break into new global markets, including the UK and central Europe.
The Botanical Spirits range from Real Remedies offers a selection of non-alcoholic spirits products that focus on the natural properties and powers of the herbs and plants that are used to make them. The Botanical Spirits range is slightly different to the other non-alcoholic spirits products currently available on the market. Each product is made to be used to match or induce different moods, such as for creativity or to be inspired. "They work with your Chakras and help your body maintain balance and sensitivity." Currently, this product is available in the UK, but not the US.
SURENDRAN & BOWNES
Surendran & Bownes launched Labdanum, a non-alcoholic gin, in the UK in January, 2018. The product is designed to replicate the taste and aroma of gin, and is made from juniper, tonka bean, wormwood, rose water, cranberry, orris root, coriander seed, cinnamon, cardamom and clove for spice. As Labdanum is such a newly released product, there is very little information available about it online.
OUTLOOK FOR NON-ALCOHOLIC SPIRITS IN THE US
When Seedlip was recognized as the first alcohol-free spirit 2015, a competitive market began to emerge, with new brands following in Seedlip's footsteps.
After a thorough search, it has been found that a total of just five brands (discussed above) are currently active in the global market, and two in the US market. This can be backed up by this report of the non-alcoholic spirit market, where we can see that no more brands are mentioned other than Seedlip, Surendran & Bownes and Borrago.
All of the five brands found have begun and are based in Europe, with most being British companies. However, at least two of these brands have plans to expand to other regions, including the US. In addition, I have found that the non-alcoholic spirit market is predicted to "see a raft of activity through 2018" with new and existing brands planning to "tap into growth in this sector." This suggests that the US non-alcoholic spirits market is set to grow in the coming years, and we can expect more brands to become active in this sector.
To sum up, I have found that Seedlip and Borrago and the only two non-alcoholic spirits brands currently with products available in the US. The market is very new, with Seedlip being the first to enter the market in 2017. In addition to this, Herbie Gin, Real Remedies and Surendran & Bownes are the only other brands worldwide who have non-alcoholic spirits products available. The current market in the US is fairly small, however research suggests that both the global and US market is set to grow rapidly with the emergence of more brands and products.