The (Zero) Proof is in the Pudding

Written By: Ariana Geneva

Even the most well written marketing campaign, one that is thoroughly planned, clearly marked and aligned with your business and your mission will sometimes encounter a need to pivot. The alcohol industry as a whole has seen an enormous amount of change in the past few years, and with these changes came a lot of adjustments in a variety of areas including daily operations in bars and restaurants, consumption trends to even whole lifestyle changes. Recent years, thanks in no part to the Pandemic Which Shall Not Be Named, have shown an increase in alcohol intake in the United States. Yet, there has also been a parallel trend in sobriety friendly, no-alcohol or zero proof cocktails -also known as the mocktail. 

Before it seemed as though a mocktail was reserved for those who chose not to imbibe either for sobriety reasons or pregnancy. The past few years has brought health into the limelight and that includes alcohol habits, and the interest and popularity of the mocktail surged. 

Bars and restaurants have since caught on to the trend. Mocktail options before were mostly all the fruit juices mixed together, or a virgin margarita or daiquiri, made by combining all of the cocktail ingredients minus the booze. As a bartender, I personally would try to put a valiant effort in for my guests, attempting to use what my bar had to offer in new and creative ways. Sometimes it was just margarita mix, a splash of pineapple juice and some tonic or soda water for some razzle-dazzle. 

Now brands like Ritual offer zero proof Rum, Whisky, Gin, and Tequila to turn any classic cocktail into an elevated mocktail without losing the classic notes that the distilled spirits bring to the drink. Seedlip’s brand consists of three flavors: Spice 94 described as “a warm, aromatic blend of Allspice & Cardamom with fresh citrus top notes”, Grove 42 with “a sophisticated, bright, citrus blend of Mediterranean Orange, Lemon Peel, Lemongrass and Ginger with a dry finish” and Garden 108 which is “a fresh, herbal blend of Peas & traditional garden herbs including Rosemary, Thyme & Spearmint.” All of these zero proof, distilled creations bring a whole new element to any cocktail you create with them, and still come in at zero proof. 

Another mocktail elevation is the shrub. Not to be confused with the landscaping kind, a shrub in the cocktail world refers to a drinking vinegar. Yes, vinegar. It is usually a non-alcoholic syrup made of a combination of concentrated fruits, aromatics, sugar, and vinegar. You can purchase pre-made shrubs or make your own. Easily added to sparkling water or in addition to other ingredients, a shrub is another mocktail option readily achievable and home and now welcome in more cocktail haunts across the United States. 

In the wake of the pandemic, bars and restaurants reeling from the impact that seating and guest constraints, surges in variants and city wide shut downs had had on business have leaned in on the mocktail and non-alcoholic trend. As Bear Grylls famously quotes the more infamous Clint Eastwood, “Improvise. Adapt. Overcome.” An attuned business should always be willing and able to do just that in the face of changing industry trends. Bars and restaurants have done just that in developing and including mocktails into their cocktail offerings. Some bars and restaurants have curated entire Mocktail Menus alongside their Specialty Cocktails and Wine Lists. Distillers and brands like Ritual and Seedlip have broken through the market offering zero proof options. A solid business model should include room to adapt to changes within your industry. If the pandemic has shown us anything over the past 2 years is the “if it ain’t broke, don’t fix it” attitude only gets you so far. There have been huge shifts in some industries that some businesses traversed well and some unfortunately did not. The rise in popularity of the mocktail across the bar and restaurant industry is a fantastic example of how a business can adapt and overcome after huge change and shift in their industry. 

For more information on Ritual zero-proof alcohol, visit Ritual and for Seedlip head over to Seedlip Drinks. 

For a great breakdown of the ins and outs of a cocktail shrub, Keg Works offers a wonderful breakdown.