Beverages: Töst aims to reach moderate drinkers with sophisticated mocktails
- InsightTrendsWorld
- 11 hours ago
- 11 min read
Why it is the topic trending:
Rising Popularity of Nonalcoholic Beverages: The nonalcoholic beverage market is experiencing significant growth, driven by a focus on health and wellness, particularly among younger generations.
Targeting Moderate Drinkers: Töst's strategy focuses on the large segment of consumers who are reducing their alcohol consumption but not abstaining entirely, a significant and often underserved market.
Demand for Sophisticated Nonalcoholic Options: There is an increasing desire for booze-free alternatives that offer a similar level of complexity, flavor, and experience as alcoholic cocktails and wines, going beyond basic soft drinks.
Industry Recognition and Investment: The investment from Constellation Brands, a major player in the alcoholic beverage industry, signals the growing importance and potential of the nonalcoholic market.
Overview: Töst is a beverage brand that aims to provide sophisticated, nonalcoholic cocktail alternatives for consumers, specifically targeting moderate drinkers and younger individuals who are cutting back on alcohol. Recognizing a gap in the market for elevated booze-free options that can complement food like traditional alcoholic drinks, Töst focuses on creating complex flavor profiles that offer a unique and inclusive experience for those choosing not to drink alcohol. The brand's approach has garnered attention within the industry, including investment from a major alcohol company, reflecting the significant growth and potential of the nonalcoholic beverage sector.
Detailed Findings:
Market Gap Identification: Töst's CEO recognized a lack of sophisticated and elevated nonalcoholic options suitable for pairing with food, unlike cocktails or wine.
Growth of the Nonalcoholic Market: The nonalcoholic beverage market is experiencing substantial growth, driven by younger generations prioritizing health and wellness.
Significant Market Forecast: The U.S. no-alcohol market is predicted to grow by 18% in volume (CAGR 2024-2028), outperforming alcoholic beverages across categories.
Prevalence of Moderate Drinkers: The vast majority (94%) of nonalcoholic beverage consumers are moderate drinkers, not fully abstinent.
Focus on Sophisticated Attributes: Töst intentionally avoids mimicking the taste of alcohol, instead focusing on creating its own flavor profiles with sophisticated aromas, mouthfeel, and finish.
Industry Investment: Constellation Brands acquired a minority stake in Töst in 2023, indicating confidence in the brand and the nonalcoholic market.
Product Variety: Töst offers three distinct flavors: Original, Rosé, and Sangria, catering to different taste preferences.
Various Sizes: The beverages are available in bottle sizes ranging from 250ml to 750ml, offering options for individual consumption or sharing.
Key success factors of product (trend):
Addressing an Unmet Need: Töst provides a sophisticated alternative for consumers seeking nonalcoholic options beyond basic sodas or juices, filling a gap in the market.
Focus on Experience and Sophistication: By emphasizing aroma, mouthfeel, and overall drinking experience, Töst elevates the perception of nonalcoholic beverages.
Capitalizing on a Growing Market Trend: The brand benefits from the increasing consumer interest in health and wellness, leading to a rise in nonalcoholic consumption.
Targeting a Large Consumer Segment: By focusing on moderate drinkers rather than just the fully sober, Töst taps into a significantly larger potential customer base.
Strategic Investment and Recognition: The backing from Constellation Brands provides credibility, resources, and distribution opportunities for Töst.
Key Takeaway: Töst's success lies in its strategic approach to the burgeoning nonalcoholic market by offering sophisticated, flavorful alternatives that cater to the growing number of moderate drinkers and health-conscious consumers seeking an elevated booze-free experience.
Main Trend: The Rise of Sophisticated Nonalcoholic Alternatives.
Description: Elevated Elixirs: The Growing Demand for Sophisticated Mocktails describes the increasing consumer preference for high-quality, nonalcoholic beverages that offer complex flavors and a similar drinking experience to alcoholic cocktails and wines. This trend is driven by a growing interest in health and wellness, a desire for inclusivity in social settings, and a recognition that not drinking alcohol doesn't mean compromising on taste or sophistication. Brands like Töst are at the forefront of this movement, creating innovative and flavorful options that cater to this evolving consumer demand.
What is consumer motivation:
Seeking Health and Wellness: Many consumers are choosing to reduce or eliminate alcohol consumption for health-related reasons.
Desire for Inclusivity: Nonalcoholic options allow individuals who are not drinking to feel more included in social situations where alcohol is typically present.
Wanting Sophistication Without Alcohol: Consumers are looking for beverages that offer complex flavors and a similar level of enjoyment as alcoholic drinks, without the effects of alcohol.
Exploring New and Interesting Flavors: The nonalcoholic category provides an opportunity for innovation and the creation of unique and appealing flavor profiles.
Occasional Abstinence or Moderation: Many consumers are not fully sober but are choosing to moderate their alcohol intake on certain occasions.
What is driving trend:
Increased Focus on Health and Wellness: Growing awareness of the potential negative health impacts of alcohol is driving many consumers to seek alternatives.
Changing Social Norms: There is a growing acceptance and even preference for not drinking alcohol in various social settings.
Innovation in Nonalcoholic Beverage Production: Advances in production techniques are allowing for the creation of more sophisticated and flavorful nonalcoholic options.
Marketing and Availability: Increased marketing efforts and wider availability of nonalcoholic beverages are making them more visible and accessible to consumers.
Influence of Younger Generations: Gen Z and younger millennials are reported to be drinking less alcohol than previous generations, contributing to the growth of this market.
What is motivation beyond the trend:
Avoiding Negative Effects of Alcohol: Some consumers choose nonalcoholic options to avoid hangovers or other negative consequences associated with alcohol consumption.
Religious or Personal Beliefs: Abstaining from alcohol is a personal choice for some individuals based on their religious or other beliefs.
Pregnancy or Medical Reasons: Certain life stages or medical conditions necessitate avoiding alcohol.
Desire for Better Sleep and Mental Clarity: Reducing or eliminating alcohol can lead to improved sleep quality and mental focus.
Being the Designated Driver: Choosing nonalcoholic beverages ensures the ability to drive safely.
Description of consumers article is referring to:
Who are the consumers article refers to from article: The article primarily refers to Gen Z and other young consumers, as well as the broader category of moderate drinkers.
Who are them: They are individuals who are conscious about their health and wellness, often seeking alternatives to alcohol. Moderate drinkers are those who consume alcohol but are also choosing nonalcoholic options for various reasons. Gen Z and younger consumers are reported to be drinking less alcohol than previous generations.
What kind of products they like: They appreciate sophisticated beverages with complex flavor profiles that offer a unique and enjoyable drinking experience. They value options that align with health and wellness trends but do not compromise on taste or quality.
What is their age?: Primarily Gen Z (roughly ages 10-25 in 2025) and younger millennials (roughly ages 26-40 in 2025).
What is their gender?: The article does not specify gender, suggesting the trend appeals broadly across genders.
What is their income?: The article doesn't provide specific income information, but the focus on "sophistication and elevation" suggests they may be willing to pay a premium for high-quality nonalcoholic options.
What is their lifestyle: They are likely health-conscious, socially aware, and may prioritize experiences and inclusivity in social settings. They may be more mindful of their consumption habits and seek balance in their lifestyle choices.
What are their category article is referring shopping preferences: They likely seek out nonalcoholic options in grocery stores, liquor stores, and potentially in bars and restaurants. They may be influenced by brands that offer variety and unique flavor profiles.
are they low, occasional or frequent category shoppers: Given that 94% of the nonalcoholic consumer base are moderate drinkers, they are likely to be occasional to frequent shoppers of nonalcoholic beverages, choosing them for specific occasions or as part of a balanced lifestyle.
What are their general shopping preferences-how they shop products, shopping motivations): They may research products online, are likely influenced by trends around health and wellness, and appreciate brands that offer quality and a differentiated experience. Their shopping motivations include finding healthier alternatives, ensuring inclusivity in social settings, and not wanting to compromise on enjoyment when choosing not to drink alcohol.
Conclusions: The growing demand for sophisticated nonalcoholic beverages, exemplified by brands like Töst, reflects a significant shift in consumer attitudes towards alcohol consumption. Driven by health and wellness concerns and a desire for inclusive and elevated drinking experiences, this trend is poised for continued growth, offering opportunities for brands that can effectively cater to the preferences of moderate drinkers and younger generations.
Implications for brands:
Invest in Nonalcoholic Product Development: Beverage brands should consider expanding their offerings to include high-quality and sophisticated nonalcoholic alternatives to capitalize on this growing market.
Focus on Flavor Innovation: Create unique and complex flavor profiles that go beyond simple imitations of alcoholic drinks, offering consumers a differentiated and enjoyable experience.
Emphasize Health and Wellness Benefits: Highlight the health advantages of choosing nonalcoholic options in marketing and product positioning.
Promote Inclusivity: Market nonalcoholic beverages as a way to ensure everyone can participate and feel included in social drinking occasions.
Target Moderate Drinkers: Recognize the significant potential of consumers who are reducing but not eliminating alcohol consumption and tailor product development and marketing accordingly.
Consider Pairing Opportunities: Position nonalcoholic beverages as suitable for pairing with food, similar to wine or cocktails, to elevate the drinking experience.
Implication for society:
Normalization of Nonalcoholic Choices: The rise of sophisticated mocktails can contribute to a greater acceptance and normalization of choosing not to drink alcohol in social settings.
Potential for Reduced Alcohol-Related Harm: Increased consumption of nonalcoholic beverages may contribute to a reduction in alcohol-related health and social issues.
Expansion of Beverage Options: Consumers will have a wider range of choices available to them, catering to diverse preferences and lifestyles.
Shift in Drinking Culture: Society may see a gradual shift towards a more mindful and moderate approach to alcohol consumption.
Implications for consumers:
More Diverse and Flavorful Options: Consumers will have access to a wider variety of sophisticated and enjoyable nonalcoholic beverages.
Greater Inclusivity in Social Settings: Choosing not to drink alcohol may become easier and more socially acceptable with more appealing alternatives available.
Opportunities for Healthier Choices: Consumers will have more readily available options to reduce their alcohol intake without sacrificing taste or experience.
Potential for Higher Prices: Sophisticated nonalcoholic beverages may come with a premium price point compared to traditional soft drinks.
Implication for Future:
Continued Growth of the Nonalcoholic Market: The nonalcoholic beverage sector is expected to continue its upward trajectory, becoming an increasingly significant part of the beverage industry.
Further Innovation in Nonalcoholic Production: We can anticipate more advancements in techniques for creating complex and flavorful nonalcoholic alternatives that closely mimic or even surpass the experience of alcoholic drinks.
Increased Competition Among Brands: As the market grows, more brands will likely enter the nonalcoholic space, leading to greater competition and innovation.
Integration into Mainstream Beverage Culture: Nonalcoholic options may become more integrated into mainstream beverage culture, appearing more prominently in bars, restaurants, and retail settings.
Consumer Trend: Mindful Mocktail Movement: Consumers are increasingly seeking sophisticated and flavorful nonalcoholic cocktail alternatives as part of a broader trend towards mindful drinking and prioritizing health and wellness.
Consumer Sub Trend: Elevated Nonalcoholic Experiences: Consumers desire nonalcoholic beverages that offer a similar level of complexity, taste, and social enjoyment as traditional alcoholic drinks, moving beyond basic substitutes.
Big Social Trend: The Sobriety Curious Movement: A growing number of individuals, particularly younger generations, are exploring reduced or eliminated alcohol consumption for health, wellness, and personal growth reasons.
Worldwide Social Trend: Global Shift Towards Healthier Lifestyles: Across the globe, there is a growing emphasis on health and well-being, influencing dietary and lifestyle choices, including a reduction in alcohol intake.
Social Drive: Seeking Inclusion and Enjoyment Without Compromise: Consumers who choose not to drink alcohol still desire to feel included in social occasions and want beverage options that are both enjoyable and sophisticated.
Learnings for brands to use in 2025:
Invest in Taste and Flavor Complexity: Focus on developing nonalcoholic beverages with intricate and appealing flavor profiles that can stand on their own, rather than simply trying to replicate alcoholic counterparts.
Emphasize the Sensory Experience: Pay attention to aroma, mouthfeel, and overall presentation to create a more elevated and satisfying drinking experience for consumers.
Market Towards Inclusivity and Social Connection: Position nonalcoholic options as a way for everyone to enjoy social gatherings and celebrate together, regardless of their alcohol consumption choices.
Highlight the Versatility of Nonalcoholic Drinks: Showcase how these beverages can be enjoyed on various occasions, including pairing with food, as a refreshing alternative, or as part of a mindful lifestyle.
Educate Consumers on the Benefits and Craftsmanship: Provide information about the ingredients, production process, and unique qualities of nonalcoholic offerings to justify potential premium pricing and build consumer appreciation.
Strategy Recommendations for brands to follow in 2025:
Expand Nonalcoholic Product Lines: Diversify beverage portfolios to include a wider range of sophisticated nonalcoholic options across different categories (e.g., wine, spirits, cocktails).
Collaborate with Mixologists and Culinary Experts: Partner with professionals in the food and beverage industry to develop innovative and high-quality nonalcoholic recipes and pairings.
Increase Visibility in Bars and Restaurants: Work with on-premise establishments to ensure that their nonalcoholic offerings are prominently featured and marketed to consumers.
Develop Targeted Marketing Campaigns for Moderate Drinkers: Craft marketing messages that resonate with individuals who are actively seeking to reduce their alcohol intake, highlighting the benefits and appeal of nonalcoholic alternatives.
Explore Innovative Packaging and Branding: Invest in attractive and sophisticated packaging that reflects the premium nature of the nonalcoholic beverages and appeals to health-conscious consumers.
Final sentence (key concept) describing main trend from article (which is a summary of all trends specified), and what brands & companies should do in 2025 to benefit from trend and how to do it.
The central theme is the Ascension of Sophisticated Nonalcoholic Mocktails, and to thrive in this growing market in 2025, brands and companies must prioritize crafting high-quality, flavorful, and experience-driven nonalcoholic alternatives that cater to the increasing number of mindful drinkers and moderate consumers seeking inclusivity and enjoyment without alcohol, by focusing on innovation, sensory appeal, and strategic marketing.
Final Note:
Core Trend: Sophisticated Nonalcoholic Alternatives Rising: Consumers are increasingly demanding complex and flavorful nonalcoholic options.
Core Strategy: Elevated Flavor and Experience Creation: Brands should prioritize crafting high-quality, sensory-rich nonalcoholic beverages.
Core Industry Trend: Nonalcoholic Beverage Market Expansion: The beverage industry is witnessing significant growth in the nonalcoholic sector.
Core Consumer Motivation: Seeking Health, Inclusivity, and Enjoyment Without Alcohol: Consumers are driven by wellness, social participation, and the desire for sophisticated non-alcoholic choices. Final Conclusion
Core Trend Detailed: The core trend revolves around the increasing consumer demand for nonalcoholic beverages that offer a level of sophistication and flavor complexity comparable to alcoholic cocktails and wines. This goes beyond simply substituting alcohol with basic mixers and focuses on creating unique flavor profiles, appealing aromas, and satisfying mouthfeel. The trend is fueled by a growing segment of consumers who are either reducing their alcohol intake or abstaining altogether for health, lifestyle, or personal reasons, but who still desire an elevated and enjoyable drinking experience in social and personal settings.
Key Characteristics of the Core trend:
Emphasis on Flavor Complexity: Consumers are looking for nuanced and interesting flavor combinations in nonalcoholic drinks.
Focus on the Overall Experience: The aroma, visual appeal, and mouthfeel of the beverage are increasingly important factors.
Targeting Moderate Drinkers: A significant portion of the market consists of individuals who still consume some alcohol but are actively seeking nonalcoholic alternatives for various occasions.
Alignment with Health and Wellness Trends: The desire for healthier lifestyle choices is a key driver of this trend.
Increased Availability and Visibility: Nonalcoholic options are becoming more prevalent in retail and on-premise establishments.
Market and Cultural Signals Supporting the Trend:
Strong Growth Forecasts for the Nonalcoholic Market: Industry reports predict continued significant growth in this sector.
Increased Shelf Space for Nonalcoholic Beverages: Retailers are dedicating more space to nonalcoholic options to meet consumer demand.
Rise of Dedicated Nonalcoholic Bars and Retailers: The emergence of businesses focused solely on nonalcoholic beverages signals a growing market.
Celebrity Endorsements and Influencer Marketing: Prominent figures are increasingly promoting nonalcoholic brands and options.
Shifting Drinking Habits Among Younger Generations: Data suggests that Gen Z and younger millennials are consuming less alcohol.
How the Trend Is Changing Consumer Behavior:
Seeking Nonalcoholic Options More Actively: Consumers are now actively looking for and requesting nonalcoholic alternatives in social settings and when shopping.
Willingness to Pay a Premium for Quality: Consumers are often willing to pay more for sophisticated and well-crafted nonalcoholic beverages.
Experimenting with Different Nonalcoholic Categories: There is growing interest in nonalcoholic wines, spirits, beers, and cocktails.
Viewing Nonalcoholic Drinks as a Treat or Indulgence: These beverages are increasingly seen as more than just basic substitutes but as enjoyable experiences in their own right.
Influencing Social Norms Around Drinking: The visibility and appeal of sophisticated mocktails can contribute to a more accepting culture around not drinking alcohol.
Implications Across the Ecosystem:
For Brands and CPGs: Invest in research and development for innovative nonalcoholic formulations. Develop marketing strategies that highlight flavor, experience, and inclusivity. Consider partnerships with influencers and food bloggers.
For Retailers: Allocate sufficient shelf space and create dedicated sections for nonalcoholic beverages. Train staff to offer recommendations and highlight these options to customers.
For Consumers: Enjoy a wider variety of high-quality beverage choices. Have more options for inclusive social gatherings. May find it easier to moderate or reduce alcohol consumption.
Strategic Forecast:
The sophisticated nonalcoholic beverage trend will continue its strong growth trajectory in 2025 and beyond.
Innovation in flavor profiles and production techniques will continue to drive market growth.
Expect to see more collaborations between alcoholic and nonalcoholic brands.
The on-premise market (bars and restaurants) will increasingly focus on their nonalcoholic offerings.
Consumer education and awareness around the quality and variety of nonalcoholic options will continue to rise.
Final Thought (summary):
The increasing consumer demand for sophisticated and flavorful nonalcoholic alternatives, as exemplified by brands like Töst, marks a significant and enduring shift in the beverage landscape, requiring brands to prioritize innovation, quality, and inclusivity to effectively cater to the evolving preferences of a growing segment of mindful and moderate drinkers.
