PR%F AF

New categories are created for the PR%F Awards for alcohol-free drinks

By Stephanie Blitz

8PR%F AF

In the past, those looking for an alcohol-free alternative were out of luck. However, thanks to a new market with over 300 startups worldwide producing new alcohol-free options for the adult palate, that is no longer the case. So many choices are available for those who want to drink less alcohol but still enjoy a cocktail. As there are more great options, PR%F Awards wants to celebrate that choice with more categories for alcoholfree spirits, wines, mixers, and beer. Alcohol-free beverages have been around for nearly a decade but weren’t nearly as high quality or mainstream as they are today. There are many reasons for a non-alcoholic segment to exist within the larger spirits industry. Whether it has to do with one’s culture, health, medication, pregnancy, or designated driver status—no one should have to feel like they are missing out. It may be a common thought that these products are targeted at the sober community. Still, statistics show that around 80% of online consumers of these products are people who do consume alcohol. So for many folks, it’s not about eliminating drinking; it’s about drinking in moderation. “When I first got involved in the alcohol-free market, we would look at exporting products made in the U.S. to places like India or Turkey where there was a cultural reason not to drink,” said Jennifer English, PR%F Editor at Large for PR%F Magazine.

Today that has completely changed as factors leading people to choose alcohol-free continue to be discovered, including health and moderation. It is clear that the category of no and low alcohol wine, spirits, and RTD is growing at an impressive rate. In fact, alcohol-free spirits are now 3.5 percent of the volume share of the industry, according to the IWSR drinking markets analysis. Consumers are making a conscious decision to opt for the alcohol-free alternative and have led no and low alcohol products to become an almost $10 billion market. Additionally, the socialization component is changing. Young people are embracing alcoholfree spirits as a way to enjoy an outing for a longer duration while still getting a sense of community and connection without the potential hangovers or consequences. Before these alternatives, individuals looking for an alcohol-free gathering would have to sacrifice cool vibes or satisfying taste—not anymore. Now there are places like Ocean Beach Cafe, owned and operated by Joshua James. This renowned bar and bottle shop serves over 60 thoughtfully curated alcohol-free selections! James is just getting started by offering the most comprehensive representation of the alcoholfree category on the West Coast at his flagship location. His immediate plans to open multiple non-alcoholic lounges throughout the U.S. indicate the substantial and national trend the alcohol-free market represents.

High on Earth Serves 1

Ingredients

• 1 ounce Wilderton Earthen • 1 ½ ounces Three Spirit Livener • 2 full droppers All The Bitter New Orleans • ½ ounce fresh lemon juice • 1 ounce Aquafaba

Instructions Build all ingredients including Aquafaba in a tin and dry shake for 5 seconds. Add ice and shake hard for 7 seconds and double strain. Use All the Bitter dropper tip to draw art on top.

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From cocktails to straight pours, these nonalcoholic spirits showcase the ways in which this category has evolved and become more sophisticated in its capabilities over the years. Big players like Tanqueray Zero, Gordons 0.0 Gin, and Guinness 0.0 are getting in on it, too.

Perhaps the strongest non-alcoholic products in the marketplace are coming from the world of craft beer and wine. They are doing some of the most exciting and dynamic work in this space and taste better than ever. Some brands like Al’s Europeanstyle beer are so good that you wouldn’t even know it was alcohol-free.

Speaking of brands that deserve recognition, Lyre’s Italian Orange became the first non-alcoholic spirit to win the World’s best new cocktail ingredient at the 2022 New Orleans Tales of the Cocktail Spirit Awards. “As one of the most prestigious awards in the world for new spirit brands, this victory represents a whole new level of validation for the alcohol-free category,” stated English. Creating the PR%F AF Awards is a direct response and reflection of the dynamic changes taking place in the spirits industry. This is an open invitation to brands and products in this space to step up and get recognized. Stephanie Blitz was born and raised in Milwaukee and currently resides in Las Vegas with her husband and two children. She is a proud #boymom and the founder of Architect Of Words. Stephanie is a freelance writer and marketing maven who believes in the power of coffee, values experiences over things and recognizes the ability words have to connect people.

PR%F Alcohol Free Categories:

1. Vodka

2. Gin

3. Rum

4. Whiskey and Bourbon

5. Tequila

6. Functional Elixirs

7. Distillates

8. Composites

9.

Wine 10. Beer 11. Aperitif and Amaro 12. Ready To Drink 13. Liqueurs 14. Cannabis

Ritual Zero Proof Ritual Zero Proof includes Ritual Rum Alternative, Ritual Gin Alternative, Ritual Whiskey Alternative, and Ritual Tequila Alternative. Ritual Zero Proof was created and developed because the owners, GG, Marcus and David love to drink, eat, and have adventures. Their goal wasn't to replace liquor— bite your tongue—but to add a new tool to a cocktail kit and another way to mark a moment. It took more than a year and hundreds of iterations to perfect our recipes. They learned how to blend jambu and prickly ash, how to extract the essence of blue agave, reduce the oil in juniper and heighten the perfume of pine. They tastetested vanilla from Madagascar against vanilla from China. They sought guidance from master chefs and held tasting sessions for Chicago's best bartenders. They weren’t satisfied until it tasted and smelled and felt like the real thing—a new way to make an old favorite (or an Old Fashioned.) The flavors are all-natural with no allergens and packaging and shipping minimize waste.

All Day Margarita Its virgin margarita is the undisputed champ of tequila cocktails in its most classic form. This version is made with orange juice instead of triple sec, or leave the triple sec for a low abv marg. Make it frozen, on the rocks, standard or spicy. Throw in some fresh herbs if the mood strikes.

Ingredients

Serves 1 • 2 ounces Ritual Tequila Alternative • 1 ounce orange juice • 1 ounce fresh lime juice • ½ ounce. simple syrup • Lime slice or wedge Instructions Combine all ingredients in a shaker with ice. Shake, shake, shake. Pour into a cocktail glass, garnish with a lime slice or wedge.