By all accounts, the low- and no-alcohol trend is very much on the rise, and it looks set to continue growing for some time to come. As a result, many drinks brands and styles that have traditionally not belonged to the liquor industry have been slowly seeking out a portion of the market share.
Products such as BetterDays Cactus Waters and Remedy Drink’s fermented beverage and soft drinks ranges are two examples of products with direct appeal to the ever-increasing amount of young adults abstaining from consuming alcohol, a portion that more than doubled between 2001 and 2019. In many ways, this emerging sector has been taking a leaf out of the Seltzer handbook by championing health-conscious messages, unique stories and talking points, space for flavour experimentation, and tailored packaging and marketing.
The appointment of Attica chef Ben Shewry as Remedy Drinks’ official ambassador also shows the strong way in which the premiumisation trend has established itself in non-liquor categories.
“We are thrilled to welcome Chef Ben Shewry to the Remedy Drinks family as our official ambassador,” said Chris Gillard, Managing Director at Remedy Drinks.
“His passion for quality and creativity aligns seamlessly with our values, making him the perfect partner to help us showcase the craftsmanship behind our drinks.”
To kick off the new partnership, Remedy Drinks have collaborated with Attica restaurant’s owner and chef to create two distinct and nostalgic kombucha flavours: Lime Spider and Apple & Rhubarb Crumble.
“Partnering with Chef Ben Shewry has allowed us to push the boundaries of kombucha and create something truly special,” said Georgie Vile, Chief Marketing Officer.
“These limited-release flavours showcase our commitment to providing consumers with unique and exceptional beverage experiences.”
The limited-release flavours will be available in Coles from early February for a short four-week period and then exclusively from independent retailers and their online website.