Highball Cocktails Come in Classic Flavor Options
Michael Hemsworth — October 4, 2019 — Marketing
References: conveniencestore
The Highball Cocktails are making their debut in the retail environment as a range of ready-to-drink cocktails that are targeted at consumers seeking to reduce or eliminate alcohol from their consumption. The drinks from the Original Free Drinks Company each feature a 0% ABV and are achieved using natural ingredients such as fresh juices, extracts, bitters and agave nectar. The drinks have about half the calories found in a regular cocktail and come in six varieties including Classic G&T, Pink G&T, Mojito, Cosmopolitan, Ginger Dram and Italian Spritz.
Co-Founder of Highball Cocktails Kate Johnson spoke about the new ready-to-drink cocktails saying, "We are passionate about providing great tasting and healthy alcohol-free alternatives that do not require a compromise, allowing consumers to have confidence in their positive alcohol-free choice. Our Highball Cocktails set a new standard in 0% flavour experience and we will continue to add more classics to the range, as well as introducing original cocktails of our own.”
Co-Founder of Highball Cocktails Kate Johnson spoke about the new ready-to-drink cocktails saying, "We are passionate about providing great tasting and healthy alcohol-free alternatives that do not require a compromise, allowing consumers to have confidence in their positive alcohol-free choice. Our Highball Cocktails set a new standard in 0% flavour experience and we will continue to add more classics to the range, as well as introducing original cocktails of our own.”
Trend Themes
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Alcohol-free Beverages — The rise of ready-to-drink alcohol-free cocktails presents an opportunity for beverage companies to explore the production of more sophisticated, yet alcohol-free alternatives.
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Health-conscious Cocktails — Highball Cocktails's commitment to providing great-tasting, low-calorie, and natural ingredient-based cocktails showcases that there is a growing demand for healthy cocktail options that companies can emerge to meet.
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Premium-ization of Non-alcoholic Drinks — As more companies enter the alcohol-free beverage market, the opportunity exists for companies to innovate and produce premium alcohol-free cocktails that cater to a sophisticated palate.
Industry Implications
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Alcohol Industry — The rise of alcohol-free cocktails and the trend towards wellness presents an opportunity for the alcohol industry to explore diversification into the production of alcohol-free drinks.
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Beverage Industry — The demand for healthy and premium non-alcoholic drinks offers a disruptive innovation opportunity for the beverage industry to produce alternatives to popular alcoholic drinks that also cater to a broad audience.
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Food Retail Industry — The increased availability of ready-to-drink alcoholic-free cocktails presents a significant opportunity for food retail companies to offer a wider range of products aimed at health-conscious and wellness-seeking consumers.
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