Abstaining in Style the Country’S Inestimable Thirst for Booze Is Running Dry As Being Fit and Sober Is the New Must Have

ABSTAINING IN STYLE THE COUNTRY’S INESTIMABLE THIRST FOR BOOZE IS RUNNING DRY AS BEING FIT AND SOBER IS THE NEW MUST HAVE.

A Kolibri Drinks Case Study | October 2018

kolibridrinks.co.uk ABSTAINING IS A GROWING TREND – THE FACTS It is all in the numbers and now we know for sure that around the world, alcohol consumption is either static or in decline and that tee-totalism is on the increase. Although enjoying a Friday night post-work drink, celebrating a marriage with a glass of bubbly and savouring the perfect red is not going to disappear, the millennial generation in particular, are showing that alcohol does not need to be obligatory at every social occasion. It will be no bad thing if the Brits’ raucous drinking habits, which have frequently spiralled out of control with football hooliganism or swarming party towns with inebriated tourists are consigned to the past. Once, a good night out was measured by how little you could remember the next day but as we move away from that mindset, it is no longer appropriate or acceptable to be drunk and disorderly. Previously a lunchtime business meeting would have been accompanied by a glass of wine or a swift pint, but many now feel unprofessional ordering alcohol while conducting business. This new attitude is a far cry from even ten years ago, let alone the Decade of Decadence (aka the eighties) but public awareness has brought a positive change. The global picture on the decline of alcohol consumption is varied in terms of the types of alcohol consumed. Overall volumes are declining, particularly if you look at consumption over several decades. According to the IWSR (the world’s leading authority on beverage alcohol data and analysis) global consumption which had been declining by 1.3% recovered in 2017 and grew, but only by a meagre 0.01%, in volume terms. A small amount of growth is forecast to continue but the mix will change as beer continues to decline but growth is led by whisky. There is plenty of evidence that consumers are drinking ‘quality’ rather than quantity and according to Diageo quoted in the FT “Per capita consumption of alcohol in the developed world has been dropping for 30 years. However, there is a clear and sustained trend of consumers drinking better — not more.

www.kolibridrinks.co.uk This is supported in the IWSR data with the growth of global spirits, particularly whisky, gin and tequila.” Health concerns around the world are also impacting on levels of alcohol consumption as young people, in particular, are turning their backs on the ‘boozy’ lifestyle enjoyed by their parents. Time magazine reports that over the past 30 years, the number of teens who drink in Germany has dropped by half and in Australia, alcohol consumption is at its lowest since the early 1960s. There are however marked differences between countries. Although in Europe, the overall trend is for declining alcohol consumption, the Lithuanians are bucking the trend with their annual consumption in 2016 actually going up by 3.3 litres per person. This may be partly due to the culture as it neighbours a group of countries where people are more predisposed to drinking larger amounts, but infrequently and most of this is drunk at home. But in southern European countries (often wine producing) most people drink little and often because it revolves around food and socialising. As Ben Groundwater, Australian blogger and travel writer, aptly puts it “Booze is an accompaniment, not an objective”. Most European governments have made alcohol less attractive with higher pricing, reduced availability or specific marketing to nudge consumer behaviour. But now consumers seem to have had a genuine change of heart and are choosing not to drink alcohol. Within the UK, the trends away from alcohol are particularly clear. The latest ONS statistics1 show that 1 in 5 consider themselves as teetotal and this rises to 1 in 3 in London. It is particularly marked within the 16-24 age group with 22% not drinking, although the biggest increase in sobriety since 2005 has been in the 25-44 group. The next generation, sometimes called generation Z or iGen, look as though they will continue with this trend as a focus on clean living becomes more aspirational.

Figure 2: The proposition (%) of adults who reported not drinking at all by age, Great Britain, 2005 and 2017.

0 16 to 24 25 to 44 45 to 64 65 and over All aged 16 and over

2005 2017

Source: Opinions and Lifestyle Survey and General Household Survey; Office for National Statistics.

1 ONS survey 2017

www.kolibridrinks.co.uk BUT WHY DRINK LESS, OR NOTHING AT ALL? The main reason often cited for drinking less is for health benefits. Millennials, in particular, are taking control of what goes into their bodies. We have seen the growth in vegetarian and vegan diets and even if being ‘flexitarian’ is a more achievable version, almost everyone has their own dietary ‘thing’ which is followed to improve health and wellbeing. More education about the number of calories in alcoholic drinks, particularly wine, has had an impact too as, despite the often touted potential benefits of antioxidants, it is seen as safer to stick to sparkling water if you are watching your weight. The fear of putting ourselves at higher risk of chronic illness through drinking too much is also constantly in the headlines. In April 2018 The Guardian referred to a Lancet paper which recommended the lowering of the current daily recommended limits for alcohol consumption. It suggested a maximum of five 175ml glasses of wine or five pints a week (about 12.5 units total) to avoid increasing the risk of strokes, heart attacks and early death. In August 2018 a new global study from the Lancet analysed data from over 195 countries and included hundreds of research studies and found that there is ‘no safe limit for alcohol consumption.’ The study showed that drinking is the leading cause of disability for those aged 15-49 and alcohol-related problems result in deaths of ~2% of women and ~7% of men every year. To tackle this, the study recommends that governments and health bodies amend their guidelines on drinking, particularly in regards to them suggesting there are health benefits to be gained from moderate drinking. If this is implemented it would mean another change to the UK recommended safe limits which in 2016 were cut for men to make it the same as women, 14 units per week. This came after research showing that even small increases in the amount alcohol drunk could increase the risk of breast cancer and bowel cancer. With news like this and an increased interest in health, it’s no wonder that we see younger generations less interested in drinking and more interested in working on their personal fitness. In a wide-ranging report about millennial behaviour from Eventbrite, it is noted that millennials are becoming more conscious about their fitness, with one in five going to more fitness classes than they used to. But it’s not just about working out, if you are taking part in so much healthy activity you have less time and inclination to spend time drinking in a bar or pub. Attitudes towards drinking are changing. Perhaps unfairly termed ‘generation sensible’ drinking to get drunk is no longer seen as being cool. As quoted in The Observer, Mintel’s Alcoholic Drinks review found that 47% of the 25-34s surveyed thought that

www.kolibridrinks.co.uk getting drunk was ‘uncool’. An even bigger number claimed the same in the survey from Eventbrite which also showed how it is far cooler to be part of the sober brigade, “seven in ten would rather brag about how long it’s been since they were last drunk, rather than how much they’ve drunk”. They are also aware of the impact that alcohol and possible addiction can have on their mental health. In recent times the effects that alcohol and substance abuse can have on mental health have become more well-known. This has caused people to steer clear of alcohol when struggling with their mental health, instead of using it as a crutch. There are also very practical reasons for drinking less. If you are saving up to have some chance to get your own place, economies have to be made and so reducing your spend on alcohol can only help. Even if getting on the property ladder is a distant dream, millennials and young people are far more likely to spend money on experiences which provide great memories than physical goods. They spend money going to music festivals, food festivals, immersive experiences or wellness events but alcohol and drinking are not the primary motivations for going. Some commentators have suggested that it is the inspiration of sober celebrities that have also influenced the younger generations in cutting back on their drinking or even abstaining completely. While this may not be top of mind, there is no doubt that social media and reality TV form part of the fabric of life today and the impact of these influencers should not be discounted.

SOBER CELEBS – YES WE ARE WATCHING YOU! It has never been more fashionable to be a non-drinking celeb. Granted, there are many reasons celebrities have started to turn away from alcohol, but many made the change simply to be able to put a more positive focus on other areas of their lives. For Andy Murray, it was his determination to get as far as he could in tennis which helped him make the decision. He gave up drinking in his teenage years and told the Daily Record “I always wanted to see how far I could go in the sport. I didn’t want to do anything to jeopardize that”. Calvin Harris told the BBC that he had stopped because it was affecting his work, “I wasn’t an alcoholic or anything like that, but it was clearly affecting what I do. My live shows are a million times better now. If you drink, you can’t even remember if it’s a good show or not - and that’s probably for the best, because it would have been rubbish because I’d have been drunk and not making any sense. The fact that people would pay to see a show and I’d not be on form - it wasn’t fair.” It is the idolised female celebrities that boast millions of followers on social media who will arguably make more of an impression. Naomi Campbell thinks that not drinking makes sense. As a super-model, she has a platform that can inspire millions and is now

www.kolibridrinks.co.uk known for her charity and humanitarian work as well as her figure. Back in 2013, she said simply “I gave up drinking alcohol. Not drinking makes me a lot happier.” It could of course also be important for your looks. When Jennifer Lopez was interviewed by InStyle she said, “I think that (drinking) ruins your skin…Of course, during celebratory toasts, everybody’s like, ‘You can’t toast with water!’ So I’ll toast with alcohol and just take a sip.” Kim Kardashian is one of the most famous non-drinker celebs with over 116m following her Instagram postings. According to her sister Khloé in an interview with Elle, “Kim does not drink alcohol whatsoever. Pregnant or not, she’s just never been into it.” Maybe her alcohol-free lifestyle contributes just a little to her incredible success? Being sober has far less of the stigma attached to it than in the past and for many celebrities as well as the not-so-famous, abstinence has become part of life. As we look at these stars with their unattainable, glamorous lifestyles, it is comforting that us mere mortals can follow them in one way, by drinking a little bit less.

CHALLENGES TO ABSTAINING – DO ANY OF THESE RING TRUE? Wanting to go out, but not wanting to join in The biggest challenge when you go boozeless isn’t missing the intoxication, or even specific drinks, it’s that inevitable second-class feeling of watching everyone stand around with ‘adult’ drinks, rich in flavour and style, whilst you spend the night choosing from a limited menu of options, none of which feel perfect for you. It’s no doubt why despite the benefits of dry January, surviving the month is a massive challenge if your usual weekend involves pubs and bars. It can feel as though you are raining on everyone’s parade and as if by rejecting drinks you are letting down the people around you. Joining in with a drink is the easiest thing in the world. But sometimes you don’t want to drink. Sometimes you can’t. Sometimes you’re tired, wanting to pace yourself, pregnant, health-conscious, driving, you have a big day tomorrow, you’re hungover - or perhaps you don’t ever drink. But maybe you still enjoy going out to bars and socialising. Yes, abstaining can be a massive challenge. Minding the quality gap There are many, many reasons why any of us might order a non-alcoholic drink. There’s one reason why many of us never do. They’re often too sweet, bland, lacking in excitement and quite frankly a world away from the sophisticated drinks our friends are all sipping on. Resisting temptation When it comes to abstaining or cutting down on alcohol, there are some serious challenges here, from the psychological to the social to the chemical. It can be almost impossible to say no when feeling under pressure from happily drinking friends and fed up with yet another lemonade. Thankfully there are many ways in which life is now easier if you do want to drink a little less or abstain completely and they certainly do not involve being a martyr!

www.kolibridrinks.co.uk SO WHAT SHOULD WE DRINK? The great news is that there are now lots more choice of non-alcoholic drinks to tempt every palate. It used to be that if you weren’t drinking while going out, you would have the inevitable orange juice or Coke at the bar and sparkling water with dinner. But now there are a plethora of drinks to suit every occasion, with lots of innovation to excite the non-drinker. Beers It has been a long time coming, but finally there are beers that either contain no, or very low alcohol and are a far cry from the bland and tasteless products offered even 10 years ago. As the Independent explains “Whereas alcohol-free and low- alcohol beers are most commonly made by brewing a beer as normal, and then extracting as much of the alcohol as possible – a process which can adversely impact the taste – some brewers are now brewing alcohol-free beers to begin with meaning that in theory, less flavour is stripped out.” There is now a good choice led by well- known brands who have introduced their https://www.instagram.com/p/BVvfVkjlkVT/?tagged=budweisernonalcoholic low or alcohol-free variant, e.g. Budweiser with Prohibition Brew and Erdinger with its Weizen Alkoholfrei. The story behind the Budweiser Prohibition Brew is in fact an interesting one, as they explain on their website: In the 1920s, the production of alcoholic beverages was illegal in the USA. Most beer brands went out of business. But Budweiser aren’t ‘most beer brands’, and we never stopped brewing – we just evolved. “Our Brewmasters drew on years of experience to craft an alcohol-free beer that tasted like Budweiser, while still playing nice with the law. It worked then, and we’re doing it again now. Although this time it’s by choice, because we think the world needs a great tasting alcohol-free beer.” Even brands without this legacy, however, are doing well from the shift in consumer attitudes and it is with some of the smaller craft producers and new entrants where things get really interesting. The Big Drop Brewing company is “the UK’s first brewing company dedicated exclusively to making only the finest <0.5% ABV beer”. It has a range from pale ale to Stout as well as limited editions and although only 2 years old is available in All Bar One and the Ivy Group. Steve Dass, co-founder of London’s Nirvana Brewing explains in the Telegraph why low alcohol beers are appealing. “As we have seen with the spectacular growth of the craft brewing scene, a new breed of discerning consumers have emerged who appreciate quality, provenance and craftsmanship. Our aim is to help expand a category that has, for so long, suffered due to bland, thin options.” The Morning Advertiser reports that the low/no alcoholic beer sector is predicted to increase in value from almost £63m a year to over £300m in the next 10 years, it’s therefore no surprise that the smaller players want part of this market. Customers too welcome new brands who can bring exciting variety and originality to the market.

www.kolibridrinks.co.uk In fact, there is evidence of beer companies branching out and trying to tackle to non-alcoholic market with new, innovative products. Laguintas, a popular IPA brand owned by Keinken has recently announced their new non- alcoholic sparkling water called Hop Water. In a statement on their site they say: “Lagunitas Hop Water is a fresh take on an old tradition ... An IPA-inspired refreshment that’s zero-alcohol, zero- carbohydrate, and zero-calorie, made using everything we know about hops. It’s chock-full of Citra, Equinox, and Centennial hops, as well as some natural flavors and a pinch brewer’s yeast to biotransform-ate the hops to just the right flavor. Embed Instagram: https://www.instagram.com/p/BnDSJIBgGGM/ “What is biotransformation? Brewmonster Jeremy Marshall put it best: “Yeast biotransforms the existing hop terpenes into more desirable terpenes. You need yeast to liberate the hop flavors, and that’s the most important thing that we know from making IPAs, and we leveraged it in making Hop Water.” Wines Finding a non-alcoholic wine is tricky. With many wines reaching 14% ABV, taking out the alcohol to 0% and still keeping the taste is harder than with beers where the typical strength might be 4%. Unfortunately, the result in ‘de-alcoholising’ wines is often a thin wine lacking in body and with a sweeter taste than usual. Don’t forget the base is grapes! There are however a few that seem to have made progress, for example, the Rawsons Retreat range is 0.5% ABV and has kept some of the fruitiness of the original, while Torres Natureo muscat has kept most of the flavour and aroma of a classic wine. Non-alcoholic sparkling wines are also available, but as with traditional wines, the quality is hard to replicate and those looking for a non-alcoholic drink might prefer to look elsewhere. Fever-tree Premium soft drinks The soft drinks category has been seen by consumers as bland and boring, with little excitement or novelty, but there are brands and segments which have been outperforming the market and offering choice to the thirsty non-drinker. Although premium soft drinks only represent 7% of the category, in 2017 they grew by 32%2 and astonishingly most of this growth came from Fever Tree. Customers desire high quality, natural ingredients and Fever Tree delivers this with a premium glass bottle and clever tie-ups with premium spirits. Since its launch in 2005

2 CGA OPMS On Trade MAT 30.12.2017 cited in Britvic Soft Drinks Review https://www.britvic.com/~/ media/Files/B/Britvic-V3/documents/pdf/foodservice-and-licensed-2017.pdf

www.kolibridrinks.co.uk Fever Tree has extended its range to encompass different flavoured tonics, ginger beer, lemonade, soda and cola, to create premium mixers that can be drunk alone or with spirits. In December 2017 they even managed to overtake Schweppes as the biggest selling retail brand of mixers with a market share of 39% vs 34% for Schweppes.3 Other companies seeing the success of Fever Tree have launched their own variants, however, it’s important to remember Fever Tree does not solely cater to a sober market and a lot of their customers simply use their products Thomas and Evans London Essence as mixers. Water Water is assumed to be the default choice to accompany food if you are not drinking and isn’t the most profitable choice for restaurants. Recent figures from MCA (2018) show that tap water appears in 20% of all eating out occasions. This equates to an incredible £1 billion lost to the Photo by Yomex Owo UK On Trade. Even if the idea of a water sommelier, (born in LA of course) seems a bit outlandish, restaurants should consider having a range of premium options focusing on quality and provenance. These should be served with the same care as you would a wine, with beautiful glassware, chilled for the occasion and poured for the guest. Restaurants and bars should also consider incorporating flavoured waters in their offerings. In Mintel’s bottled water report (March 2018), “53% of UK buyers and drinkers of bottled water agreed that sparkling flavoured water is a good alternative to fizzy drinks.” For sparkling water drinkers, there are numerous mineral waters available with fruit and herb infused sparkling versions, one of the preferred brands who provide these are Luscombe who are proving to be very popular in 2018. Rise of the alcohol-free and healthier alternatives Soft drinks bring to mind sweet, sickly brightly coloured pop, reminiscent of childhood, but thankfully so much has changed. You may not have come across kombucha or shrubs, which are a new style of non-alcoholic drink that are starting to become incredibly popular across all generations in the UK.

3 https://www.thetimes.co.uk/article/fevertree-fizzes-past-schweppes-mbwggxkhs

www.kolibridrinks.co.uk Kombucha is a lightly sparkling, fermented drink made from a black or green tea base. The combined yeast and bacterial fermentation results in a drink that is slightly tart, with very little sugar and only a trace of alcohol (left from the fermentation). Various health claims for Kombucha including improving gut health, lowering blood pressure and reducing cholesterol have been made and converts also point to the 1000s of years that Kombucha has been produced and enjoyed around the world, based on its detoxifying and energising properties. Research on Kombucha into these health benefits has mainly been in animal and lab bench studies rather than human clinical trials which means that it cannot be proved with certainty that the drink has the same effect in humans. However, it is likely that the health benefits of Kombucha will be similar to those from tea or fermented foods. What is sure is that Kombucha is an alternative for those looking to abstain from alcohol and it is also low in sugar. There are a number of Kombucha brands but Real Kombucha, with its emphasis on how it can be paired with foods and its presence in sophisticated restaurants such as Nathan Outlaw, The Pig and Hakkasan make it a good choice. Shrubs could be termed prosaically as ‘drinking vinegars’ and they have a long history going back to ancient Greece as a medicinal mixture, but eventually when mixed with honey, water and herbs it was enjoyed by the Roman armies as they conquered Europe. The drink can be made at home by combining fruit, vinegar and sugar until you have the perfect tangy flavour profile. But an easier way might be to stock up on Nonsuch Shrubs where they have perfected the recipes combining herbs, fruit juice and cider vinegar and using intriguing flavour combinations such as Blackcurrant & Juniper, Sour Cherry & Garden Mint, and Peach & Basil. Mocktails If you are in London consider a trip to Hakkasan, which launched an “orchard list” at their five London restaurants this year as a replacement of the wine list for non-drinkers. This contains an amazing choice of non-alcoholic alternatives. Mocktails can be a good choice, although bartenders such as Giuseppe Gonzalez feels that a mocktail menu “separates the guests from their friends - it’s like the kid’s menu in a restaurant”. He suggests bars should use subtle labels to show whether drinks contain alcohol, or for every single cocktail that is offered, create a non-alcoholic version. Although this would be a highly complex thing for bars to do, there are new entrants in this category that mean that those abstaining don’t need to feel left out. Seedlip is a distilled non-alcoholic drink which can be served with tonic to create zero proof cocktails. Now stocked in the finest bars and gaining overseas distribution, Seedlip has become the definition of their tagline ‘What to drink when you are not drinking’. Borrowing from the cues of premium spirits such as Sipsmith with beautiful presentation and a premium price, Seedlip fulfils a new role for customers who want to enjoy the same experience they have when drinking alcoholic drinks.

www.kolibridrinks.co.uk ABSTAINING WITH THE SUPER-SOFTS! For many, abstaining at home is less problematic as it can be a controlled environment, where the fridge can be filled with one’s favourite non-alcoholic drinks. But eating out is a different matter. You choose the restaurant and select enticing dishes from the menu, while your dining partners peruse the lengthy wine list. Your choice is somewhat more limited. For the food, everyone’s personal taste is catered to. Those on specific diets such as vegan, vegetarian or gluten-free will of course be offered appropriate dishes. But as modern customers, especially millennials, become more demanding, they crave control over all the food and drink they consume. Restaurateurs are usually more than happy to help create the perfect experience, whether it is additional chillies or swapping a side. If only this personalisation extended to drinks. With the growth of day time occasions such as breakfast or brunches, it is hard to imagine anyone in a mood to match their Eggs Benedict with a cocktail – alcoholic or otherwise – while the niche and often polarising healthy alternative, won’t whet anyone’s appetite. Increasingly, customers just want awesome tasting super softs - premium, adult alcohol- free drinks which are healthy and good for them but also deliver on WOW factor and new experiences. Most importantly, they don’t taste weird, they offer familiar taste but with a twist, literally. Bespoke and customisable drinks are a new category which is capturing the customers, press and media imagination. The desire for customisation has been taken to the next level and we see in research that 51%4 want to experience a soft drink creation experience. Consumers are increasingly taking control as they analyse menus in great detail, seeking clarity of the ingredients and what this means in terms of their calorie and sugar intake. In 2018, according to MCA, the UK’s leading provider of eating and drinking out market intelligence, over 30% of consumers customised their last meal out whilst 55% believed that customisation is an essential element when it comes to making their choice. Mintel agree, with 65% saying they want to customise their food and drink.5 It seems that, no matter what’s included on the menu, a growing number of consumers want to pick and choose or to mix and match because that fits their belief that they, not the proprietor, knows what suits them best. Customers are also looking for co-creation in these multi- sensory experiences and for those who are abstaining, drinks options are becoming more available. A recent entrant, Kolibri allows for customisation and ritual for those who are not drinking. Co-founder and creator Kamilla Sitwell explains “Kolibri is the world’s first adult bottled drink, tailored to taste. Starbucks was able to turn what was seen as a basic commodity, into an experience and within soft drinks, Kolibri will also be a game changer. Our non-alcoholic sparkling drink has a separate patented cap filled with Kolibri drops, a nectar which can be added drop by drop to increase the flavour

4 Britvic Research– UK, June 2017

5 Mintel, Restaurants and Takeaways Report - UK, February 2016

www.kolibridrinks.co.uk complexity and sweetness. This means that consumers can be truly empowered to make their drink just the way they like it, dry or with a dash of sweetness. Now the consumer is totally in control of their drinking experience, without it being dictated to them by a manufacturer or barman. It also allows for creativity and a new ritual, something that has been totally lacking in the non-alcoholic drinks arena. Kolibri meets the needs of all those customers who want to be empowered with choice. Deloitte’s customer experience survey shows how 52% want choices tailored to their needs and 46% want to be engaged. This clamour ‘Hear me! Know me! Is at last being recognised by restauranteurs and drink creators. Other options for a customised non-alcoholic drink do of course include bespoke mocktails and you may have to visit a bar where mixologists take their non-alcoholic options with the same amount of seriousness as their usual cocktails. A good place to start might be Dandelyan with its virgin Canon Cosmo which reflects the power and brightness of its alcoholic sister. Ryan Chetiyawardna, the innovative bartender otherwise known as Mr Lyan, explained how they do it. “To get savoury notes we often use ‘teas’ made from herbs and spices, such as dried chillies and fruits. Changing what you use as an acidulant works too – citrus often needs quite a lot of sweetness to balance it out so using vinegars and tart juices can lead to a cleaner, drier profile.” Alternatively, visit Redemption which is a bar with a difference, there is absolutely no alcohol. This bar and vegan restaurant with an extensive mocktail menu has as its mission ‘Spoil yourself, without spoiling yourself!’ The Frocorita with its frozen coconut water, lime and birch syrup, blitzed with ice and rimmed with Himalayan mountain salt feels like a familiar cocktail and with all the benefits of a clear head the morning after. For a traditional cocktail experience, head off to the American Bar at the Savoy, the oldest surviving cocktail bar in Britain and named the World’s Best Bar at Tales of the Cocktail Spirited Awards 2018. The drinks mix the classics with the new and their experienced bartenders are always available to create your ultimate drink. Their non-alcoholic offering includes the delicious sounding Transparency which is a blend of Seedlip 108, coconut water, verjus, pineapple syrup, tonka tincture and non-alcoholic absinthe tincture which should put any drink jealousy at bay.

NEW ALTERNATIVES – CBD ANYONE? In the US, the soda market has been falling and according to Bloomberg has suffered its 30 year low as consumers switch to healthier options. But cannabis infused drinks are on the up! Cannabis products either use cannabidiol (CBD) – the non-psychoactive compound or tetrahydrocannabinol (THC), which is responsible for marijuana’s high. In the UK cannabis is illegal, Lagunitas - owned except for very limited medical use, however in by Heineken the US cannabis products are legal in 9 states in addition to the 29 that allow it for medicinal purposes. Analysts from research firm Cowen &

www.kolibridrinks.co.uk Co believe the size of the total market could reach $75 billion in sales by 2030, almost as big as the North American soda market in 2017! Others believe that this could be an underestimate and are revising their numbers upwards. Both small start-ups and large corporations such as Molson Coors and Heineken have started to produce new cannabis infused products, some even containing the psychoactive THC. With Canada looking to soften its regulations on cannabis use and a new wave of innovative drinks, such as dirty lemon, it looks as though our cousins across the water will be more chilled out than ever.

ABSTAINING – WHEN IT PLEASES! New government guidelines came out in September 2018 suggesting that abstaining for at least 2 days a week would be beneficial for health. For some this will make them think about their alcohol consumption and cut back, for others, occasional abstention before or after a holiday for example is routine. For those who wish to moderate their alcohol intake or give it up entirely, it sometimes helps to be among like-minded people. New events such as Dry January and more recently Sober October have become big events which give individuals encouragement and the challenge of going a whole month without drinking. Dry January started from a few conversations in 2011/12 but really took off in 2013 when Alcohol Concern (the national charity which helps to reduce the problems caused by alcohol) launched their campaign, with virtually no budget and a basic website. 4,350 people took part that year and in every subsequent year the numbers snowballed with 50,000 people in 2015 and 3.2 million participants in January 2018! An app launched in 2016 helped participants track progress and get a sense of accomplishment, one day at a time. A participant in 2018 said “The app has helped me a lot. I look forward to updating my progress each day and feeling good for it. It’s something to spur me on.” NHS trusts, workplaces and even more surprisingly pubs all got behind the campaign and the media coverage means it is now an incredibly popular event. It has been so successful in terms of engaging the public that the offshoot, Sober October, is also starting to see increased public take up. It started in 2013 as a fundraising event organised by Macmillan Cancer Care, who had noted the success of Dry July in Australia which had raised millions of dollars for the charity. Sober October continues today, and individuals or teams are encouraged to get sponsored by family and friends to support Macmillan and to use social media to publicise their journey. The campaign has some light-hearted touches such as the ‘Golden Ticket’ which is effectively a pass for a day when you would like to have a drink. However, the ticket (which you can buy for yourself or others), is priced at a £15 donation to the charity. Sober October has now become ‘bigger’ than the charity event and in 2017, an estimated 1.8m people took up the challenge.

Embed Instagram: https://www.instagram.com/p/BnYh1Xzgwgd/

www.kolibridrinks.co.uk Robust, long-term research into the effects of these campaigns, which have been joined by Cancer Research’s dryathlon, is lacking, however, most health experts are delighted with the results. Public Health England has given its backing to Dry January, commenting “Dry January is based on sound behavioural principles and our previous evaluation of the campaign shows that for some people it can help them re-set their drinking patterns for weeks or even months after completing the challenge.” The individuals taking part in the challenge report feeling energised and having better sleep. According to statistics released by Alcohol Concern, of the many who complete Dry January, 49% lose weight, 62% sleep better and, unsurprisingly, 79% save money. We can also see from social media offerings that participants are themselves reporting a lot of positive progress during their months of abstinence. Although to some going cold turkey for a month may be a challenge, the support that people achieve through taking part in these mass events and the results that are achieved mean that these initiatives are likely to continue to thrive.

STAYING SOBER It’s one thing to start with good intentions and even to stop drinking for a month or more, but to abstain entirely for most people is very difficult. There are however many organisations which offer help and support for those who wish to cut alcohol outof their lives for good. A serious alcohol addiction will need medical advice and support and for that, the usual method of speaking to a doctor is the first step toward getting a treatment plan. There are plenty of resources on the NHS which signpost where help can be obtained. However, even those who are only habitual or occasional drinkers who are attempting abstinence can be helped by the more recent popularity of being sober.

Photo from daybreaker.com

www.kolibridrinks.co.uk Club Soda is a mindful drinking movement, which aims to “create a world where nobody has to feel out of place if they are not drinking alcohol.” The organisation runs events such as the Mindful Drinking Festival, lobbies government to simplify non-alcoholic drink labels, provides workshops and information for non-drinkers and reviews of non- alcoholic options. Their aim is for everyone to be supported in the choices they make regarding alcohol, whether it is staying sober indefinitely or choosing to drink in a way that works for them. One of the strategies suggested by Club Soda founders is taking part in activities that are social, fun and ideally healthy too. A good example is Daybreaker which promises a one- hour yoga/ fitness class followed by a 2-hour (sober) disco, all before starting work at 9 am! It is now present in 25 cities around the world, including London. Morning Gloryville has similar style events but they run from 6.30am-10.30am usually on Saturdays. They are family friendly and include yoga and juices, but here you can expect a banging dance floor which is anything but empty. It has long been noted that aerobic activity can change the way the brain activates dopamine release. The ‘runner’s high’ is the reward as the brain moves from reliance on the animalistic reactive reward system to the more considered reflective reward system which allows us to think in the long term and make more thoughtful decisions. Running programmes do help those who are recovering from alcohol or drug addictions because of physical and mental changes running promotes, however, they also build a sense of self-worth and community which are welcome whether you are abstaining for the long term, or intermittently. Technology also has a role to play in helping people abstain. Sober Grid is an app “that connects you with other sober people. You are instantly connected to a global sober community in your neighbourhood and around the globe. You can build strong sober support networks and inspire others.” There is a plethora of events, groups, apps and counsellors who will be able to support those who seek it, but perhaps for those who wish to have a ‘healthier’ relationship with alcohol, the key is to think before the drink. It could be exactly the right drink, or it could be one of the thousands of instantly forgettable, habitual drinks that in reality are not providing the pleasure that was anticipated.

FUTURE OF ABSTAINING All the research shows that drinking less alcohol, or none at all, is not just a blip but a trend and proven healthy decision that looks set to continue. Huge multinational drinks businesses are investing in non-alcoholic options either through acquisitions or starting incubators to invest in non-alcoholic products to complement their portfolio. For example, Diageo’s Distill Ventures took a stake in Seedlip which allowed the brand to develop overseas and more quickly than it could have done alone. Anheuser-Busch InBev. has an incubator Zx ventures which to date has mainly bought craft beers and integrated them into the business. However, in July 2018, the parent company created a new board position to focus on its fast-growing low and no-alcohol brands as this is where it sees significant growth opportunities. Incubators also exist within the mega-corporations who make and sell billions of litres of soft drinks. It is notable that the drinks which are being developed are aimed at

www.kolibridrinks.co.uk sophisticated adult drinking occasions and are sold at a premium price. For example, Britvic’s incubator Wisehead Productions has launched the brands London Essences and Thomas & Evans within the tonics category. With a start-up mentality but benefiting from its scale of its parent, this model is proving successful. Similarly, Coca Cola’s Venturing and Emerging brands and PepsiCo’s Nutrition Greenhouse and PepsiCo venture group which buy or support brands in the early stages of their development are entities which allow these companies to look for new opportunities, particularly within the health and wellbeing sectors. It is possible that the future of abstaining looks very different from what we imagine today. Professor David Nutt, a scientist from Imperial College London is developing a hangover-free alternative to alcohol. His company Alcarelle is seeking investment to fund the research which will develop the compound he has named alcosynth. This will mimic the positive effects of alcohol, making people feel relaxed and sociable, but without the toxic downsides of sickness and hangovers. This would be an entirely disruptive invention and would have the biggest impact on drinking ever seen. However. before getting too excited, Alcarelle has not been through safety trials yet so it is too soon to know whether it will be a viable alternative. With more non-alcoholic drinks now available and the speed of innovation accelerating, the future for those who choose to abstain in style is looking great. At Kolibri Drinks, we believe that a new era of personalised non-alcoholic drinks which is right for every individual is just the beginning. There is no need to feel apologetic or left out of the party through not drinking, or having to put up with a sub-standard, sugary fizz that is just not of the same quality as your preferred alcoholic choices. So whether a designated driver, pregnant, not in the mood for alcohol, watching the calories or whatever your reason for being sober, today’s drinker does not have to compromise on taste and enjoyment. Abstaining in style is what it’s all about and we’ll drink to that!