Less is More Challenges Bartenders to Make Alcohol-Free Drinks
Laura McQuarrie — December 13, 2022 — Lifestyle
References: thespiritsbusiness
Less is More is the name of the non-alcoholic cocktail competition by Italian alcohol-free spirit brand Memento and it challenges bartenders to create original alcohol-free cocktail recipes. The cocktails that can be entered into the competition must be made with five ingredients or less and come in at 0.00% ABV, as well as use 50ml of either Memento, Memento Green or Memento Blue.
The top four non-alcoholic cocktail recipes will be selected through an online survey and the winner will be determined at a final competition in Milan.
This first-of-its-kind cocktail competition promises to offer plenty of inspiration for the sober and sober-curious, especially heading into Dry January. Eugenio Muraro, Memento CEO and founder, said “Drinking does not necessarily mean drinking alcohol and it is fundamental today to be able to meet every customer’s needs and preferences.”
The top four non-alcoholic cocktail recipes will be selected through an online survey and the winner will be determined at a final competition in Milan.
This first-of-its-kind cocktail competition promises to offer plenty of inspiration for the sober and sober-curious, especially heading into Dry January. Eugenio Muraro, Memento CEO and founder, said “Drinking does not necessarily mean drinking alcohol and it is fundamental today to be able to meet every customer’s needs and preferences.”
Trend Themes
1. Non-alcoholic Cocktails - The rising popularity of non-alcoholic cocktails is creating opportunities for bartenders to experiment with new ingredients and flavors to create unique and innovative drink offerings.
2. Low-abv Beverages - The trend towards low-alcohol beverages is driving innovation in the industry, as companies look to create drinks that are flavorful yet low on alcohol content.
3. Alcohol-free Spirit Brands - Non-alcoholic spirit brands like Memento are disrupting the industry by providing alternative options for consumers who want to enjoy the taste of spirits without the effects of alcohol.
Industry Implications
1. Beverage Industry - The beverage industry is in a period of innovation, where non-alcoholic, low-alcohol, and alcohol-free alternatives are emerging in response to consumer preferences and trends.
2. Hospitality Industry - Bartenders and hospitality businesses are responding to the demand for non-alcoholic options by providing new and innovative drink offerings, replacing traditional alcoholic cocktails with equally delicious low-alcohol beverages.
3. Consumer Goods Industry - The rise of non-alcoholic spirits and low-alcohol beverages presents an opportunity for consumer goods companies to innovate and develop new products to meet the changing demands of consumers.
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