FLASH BACK 2011
Moving Into Mindfulness: A Sobering Start Alcohol Free Spirits Are Growing Out Of Ridicule And Resistance
The American company ArKay, pioneers in alcohol-free spirits, is capitalizing on the success of Beyond Meat and launching Beyond Spirits. Slated as a premium line to their already robust catalog of imitation spirits, Beyond Spirits will further solidify their position as the foremost producer of Alcohol-Free Liquor. Beyond Spirits is set to capture the attention of millennials who have already proven their loyalty to their health by stepping away from alcohol. Beyond Spirits is planned to be rolled out alongside their ArKay flagship brand this Spring.
This line will consist of several alcohol-free beverage similar to their premium spirited counterparts, tequila, vodka, whisky, brandy, rum, etc….. These Beyond Spirits drinks will launch in 12 European markets starting in March, and North America in April.
Having launched the ArKay brand in 2011, they solidified their leadership in the burgeoning market of complex Zero proof drinks.
ArKay is now looking to ease its induction to mainstream culture by looking to the success of Impossible Foodsand Beyond Meat, to help consumers understand this new market and what it means to have an option everyone wanted but no one thought was possible.
“Very soon Beyond Spirits is going to be available at retailers everywhere” said Reynald GrattaglianoCompany Founder.
Speaking on the Zero Proof market, the famous alcohol beverage company, Pernod Ricard gave a nod to ArKay by saying “The movement started from the United States, as usual.”
Reynald Vito Grattagliano, a French born US citizen, came up with W.A.R.M, an additive to give the flavor and the physical warm effect of alcohol, in 2007. W.A.R.M., which is sugar and calorie free, mimics the warmth that is associated with drinking alcoholic beverages. In 2011 this became the cornerstone of the Alcohol-Free Liquors known today as ArKay.
Beyond Spirits is taking things a step further using W.A.R.M in a more advanced way. Slated as a premium line Beyond Spirits, promises to be even more delicate and complex. While most of the alcohol-free beverages on the market today are being made to mix, Beyond Spirits is set to be a standalone in its own right.
With plans to package Beyond Spirits in a Top Shelf manner, mimicking top of the line liquor bottle styles, Alcohol-Free can live in the same sexy spaces as premium alcohols. “To separate Alcohol-Free options from the social spaces that built the culture of alcohol, or to offer products that are made to only be mixed, is selling the idea of Zero Proof short” said Reynald, the visionary behind Beyond Spirits. “By making a premium alcohol-free brand, that can compete with the myriad of premium alcohols on the market today, we are inviting people to have true connections in a world increasingly disconnected.”
Mindfulness is at the core of Beyond Spirits, because connecting with your neighbor at the pub is important but ingesting alcohol isn’t. Now you can enjoy your evening with friends and neighbors and have a new option.
Increasing numbers of people are choosing to move beyond spirits already, according to a 2019 Distill Ventures study, 58% of consumers are drinking more no-and low-abv drinks than last year, and 55% of the most influential bartenders in New York, Los Angeles and London believe the no-and low-alcohol trend will continue to grow within the next 12 months. Distill venture is owned by Diageo.
Beyond Spirits is truly the first Alcohol Free spirit line that can stand alone but can easily be added to any premium Zero-Proof cocktails. Beyond Spirits is connecting the dots to a more mindful life. Your events no longer have to attract guests with endless booze. Increasing numbers of people are looking for fun, yet non-alcoholic events. Beyond Spirits is already connecting with art galleries and local pubs offering upcoming alcohol-free events.
Creative cocktails and classic mixed drink recipes are available https://whiskyalternative.com/. Ahead of this launch ArKay has beverages and recipes that teetotalers, designated drivers, and soon to be moms can enjoy.
Written by: MartinJon The Recovery Mentor
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