This new range of drinks is aimed at those who want the taste of alcohol without the effects.
With the tagline “all the spirit without the spirits,” Coca-Cola’s Venturing & Emerging Brands (VEB) unit has introduced a new line of sparkling non-alcoholic drinks.
Called Bar None, the line was created with bar-inspired flavors and on-trend ingredients to appeal to beer, wine, and cocktail drinkers.
The beverages are offered in four varieties, Spiced Ginger Mule, Bellini Spritz, Dry Aged Cider, and Sangria. All packaged in brown, long-necked glass bottles, to give the feel of indulging in a cold beer.
The idea for Bar None was inspired by a workplace conversation about a lack of flavorful substitutes for spirits.
“We talked about not wanting to drink as often, or as much, as we had before,” said Sabrina Tandon, Bar None general manager. “We wanted something we could actually look forward to enjoying as much as an alcoholic drink – something sip-able and savor-able.”
Non-alcoholic mocktails are creating a lot of buzz as of late. According to the global market research firm Mintel, teetotallers are on the rise. With forty-five percent of millennials saying they would give up alcoholic beverages in order to improve their health. Leaving those who would normally drink alcohol looking for something else to sip on.
“People are choosing not to drink for many different reasons,” said Tandon. “We’re not targeting a certain demographic… we’re targeting a mindset.”
Additionally, the company was also encouraged by growing trends like Dry January. A movement where people are encouraged to give up alcohol for the month.
“This is a new category we’re helping to create. We’re a first mover in this space, which we think has a lot of potential,” Tandon concludes. “Our initial focus is on learning… we’re hoping that launching first in our backyard will be a recipe for entrepreneurial success.”
Each drink is sweetened with juice blends or cane sugar and between 70-130 calories. Making Bar None a lighter option than the average beer or cocktail. Currently, the drinks are only sold in Coke’s hometown of Atlanta but can also be purchased online. With a four-pack selling for $10.99 and 16 pack for $39.99.
This is seen as a strategic move for the company that has struggled in recent years with the growing public perception that its signature soft drinks are unhealthy. As soda sales continue to slide, Coca Cola has been diversifying by adding teas, juices and mineral waters to its product portfolio.
In March 2018, the soda giant entered into the alcoholic market for the first time in the company’s history. Launching their version of Chu-Hi in Japan, which is a carbonated canned beverage that contains between three to nine percent alcohol.
With the CBD trend at an all-time high, the Atlanta-based soft drinks maker is also considering developing a cannabis-infused beverage.