'Caleño' is Targeted at Health-Conscious Millennials
Laura McQuarrie — January 3, 2019 — Lifestyle
References: calenodrinks & thespiritsbusiness
As the no-alcohol and low-alcohol categories rapidly grow, new brands like Caleño are being introduced to consumers. Caleño sets itself apart as a non-alcoholic spirit inspired by Colombia with juniper, coriander, cardamom and citrus botanicals, which are steam-distilled. When it comes to enjoying the "spirit," the brand recommends serving it with tonic water and garnishing the no-alcohol cocktail with an Inca berry, an exotic South American fruit.
According to Caleño's creator, Ellie Webb, "Caleño’s audience is therefore in a similar age bracket to me and my friends, 18-30-year-olds, who want to make the most of their lives, but don’t want the hangover to go with it.”
As many consumers are opting to reduce or forgo drinking entirely in favor of healthier and more well-balanced lifestyles, they are seeing out alternative products that deliver rich flavor experiences that still allow them to comfortably partake in social rituals.
According to Caleño's creator, Ellie Webb, "Caleño’s audience is therefore in a similar age bracket to me and my friends, 18-30-year-olds, who want to make the most of their lives, but don’t want the hangover to go with it.”
As many consumers are opting to reduce or forgo drinking entirely in favor of healthier and more well-balanced lifestyles, they are seeing out alternative products that deliver rich flavor experiences that still allow them to comfortably partake in social rituals.
Trend Themes
1. Non-alcoholic Spirits - The growth in non-alcoholic and low-alcohol categories presents opportunities for new brands to offer flavorful and innovative non-alcoholic spirit options.
2. Colombian-inspired Beverages - Consumers are seeking out unique and exotic flavor experiences, creating opportunities for brands to introduce products that draw inspiration from lesser-known culinary cultures.
3. Health-conscious Millennial Beverage Options - The health and wellness trend among millennials calls for more innovative and nutritional beverage options to cater to their lifestyle choices.
Industry Implications
1. Beverage - The non-alcoholic spirits industry is growing rapidly, creating opportunities for new brands to create flavorful and innovative products for health-conscious consumers.
2. Hospitality - As more consumers seek out alcohol-free options, the hospitality industry can innovate and expand their non-alcoholic drink menus to cater to those who are looking for flavorful and unique non-alcoholic cocktails.
3. Import-export - Inspired by Colombia's culinary culture, the creation of Colombian-inspired non-alcoholic beverages can generate opportunities for import-export businesses to introduce exotic ingredients to new markets.
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