An analysis by the UK ISWR shows that over the period 2016-2020, the category of non-alcoholic (beer, wine and liquor options) has grown by 506% globally. It is a huge growth and it does not seem to be slowing down, quite the contrary.

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“From the perspective of consumers, this trend is not about not drinking at all, but about having a choice that does not compromise on taste and experience just because it is alcohol-free,” says the CEO of LESKE AS, which imports and produces Premium non-alcoholic beverages in Norway.

For example, another ISWR survey from February 2021 shows that 58% of consumers can report drinking non-alcoholic drinks in the evenings when they also drink alcohol, compared to only 14% who exclusively drink non-alcoholic beverages. It is thus obvious that it is important to cater to customer preferences with serious and exciting products.

“Having an alternative that has the same properties as alcoholic beverages, only without the alcohol, is seen as a big plus and is a win-win for both parties,” Stray-Jansen says.

He goes on to say that while forward-leaning bars and restaurants are taking full advantage and providing their customers with a sophisticated selection, many have yet to create an alcohol-free menu, and full adoption is still a long way off.

“When it comes to good non-alcoholic options, there are a lot of guests out there who still feel inferior, despite strong demand. It is common for relatively new trends that are just ahead of being taken up by the majority, but I know that at the same time there are many players out there who miss out on potential turnover, because the willingness to pay is there and there are a myriad of exciting non-alcoholic options available now,” says Christian Stray-Jansen.

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WIDOW

— Started in 2016 by brothers Christian Stray-Jansen and Alexander Jansen. They wanted to give people a richer selection with the opportunity to drink something that has distinctiveness and complexity, only without alcohol.

Products from dedicated manufacturers who truly care about the total experience. Started as an online store for individuals, but today is primarily a supplier to HoReCa, shops and businesses.

Has exclusivity on brands such as ISH, Lyre's, Luscombe, Lucky Saint and ALT. Drinks. The latter developed even in cooperation with a German winery.

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Nores agreement

Nores signed a deal with Leske in 2020. This means that members can order their goods through the distributors.

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