This Fluére Cocktail Was Inspired by the Arctic Leg of a Race
Laura McQuarrie — August 23, 2021 — Lifestyle
References: flueredrinks & thespiritsbusiness
Inspired by the Arctic leg of the Andretti United Extreme E races, Zero-ABV brand Fluére created an alcohol-free cocktail called Fluére Ice Flow. This signature cocktail brings awareness to the impacts of climate change in Greenland and it combines Fluére Original with light tonic water and raw apple cider vinegar.
This new alcohol-free cocktail will be promoted on the Andretti United Extreme E vehicle with a bespoke design. As part of a sponsorship deal with the Andretti United Extreme E racing team, earlier this year, the brand created a range of non-alcoholic cocktails, each of which reflected a location of Andretti United Extreme E’s racing series.
The no-alcohol cocktail has the potential to speak to a range of consumers, whether they are interested in mindful drinking, cutting back their alcohol consumption or abstaining entirely.
This new alcohol-free cocktail will be promoted on the Andretti United Extreme E vehicle with a bespoke design. As part of a sponsorship deal with the Andretti United Extreme E racing team, earlier this year, the brand created a range of non-alcoholic cocktails, each of which reflected a location of Andretti United Extreme E’s racing series.
The no-alcohol cocktail has the potential to speak to a range of consumers, whether they are interested in mindful drinking, cutting back their alcohol consumption or abstaining entirely.
Trend Themes
1. Arctic-inspired Non-alcoholic Cocktails - Fluére's Alcohol-Free cocktails inspired by the Arctic leg of a race brings the trend of mindful drinking and eco-inspired drink creations to the forefront.
2. Sustainable Sponsorship Deals in Sports - The Andretti United Extreme E sponsorship deal with Fluére sets a trend for eco-conscious sports sponsorships.
3. Raw Apple Cider Vinegar in Cocktails - Incorporating raw apple cider vinegar in cocktails brings a unique and health-conscious twist to traditional cocktail making.
Industry Implications
1. Beverage Industry - The rise of eco-conscious drinking provides an opportunity for beverage companies to innovate and develop new products in the no-alcohol category.
2. Sports Industry - Partnering with eco-conscious brands like Fluére creates an opportunity for sports teams to promote environmental awareness and practice sustainable sponsorship deals.
3. Health and Wellness Industry - Incorporating raw apple cider vinegar in cocktails provides potential for wellness-focused bars and restaurants to create a new market for health-conscious consumers.
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