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.