“There is a growing market and it will evolve fairly quickly in the next four years,” says Shantanu Upadhyay, co-founder and CEO, Kati Patang. Alcobev startup 7ink brews will soon launch Zer0.0 Beers, a non-alcoholic brand of beer with natural fruit pulp in two flavours: Cherry and Chokeberry. The online marketplace, Zero Percent, offers a range of zero-proof beers, ciders, sparkling wine, spirits and pre-mixed cocktails. Kati Patang’s NOT range has non-alcoholic ready-to-drink sparkling cocktails-Not Gin and Tonic, Not Cosmopolitan, and Not Old-Fashioned. Svami has Pink Gin & Tonic, Rum & Cola, and a classic Gin & Tonic. The mainstream market also has Kingfisher’s non-alcoholic malt drink Radler, Heineken 0.0, Hoegaarden 0.0, and 3Sisters. The first non-alcoholic beverages in the mainstream market were Coolberg’s non-alcoholic beers-made with barley malt and partially fermented and filtered-in mint, ginger, peach, cranberry, and strawberry flavours. The Indian market has a few options for the sober-curious. This defines a growing group of people who are cutting down their alcohol intake and getting curious about non-alcoholic options that go beyond fruit, syrupy mocktails, and juices. In the Indian context, we’ve always felt that there is a large segment of restaurant-goers who don’t drink alcohol, looking for a sophisticated zero-alcohol experience,” says Mohit Balachandran, CEO Acapella Hospitality, which runs Loci & Toot.įurther research on this topic introduced me to a new word: sober-curious. “Low alcohol and dry bars are a big thing in Europe. These feature in six cocktails, which play around with citrus, berries, and even coffee. I had my first taste of it at Loci and Toot, a European bar in Khar, Mumbai, that has a dry bar serving Svami’s Gin & Tonic, RumISH and GinISH from the Danish brand ISH Spirits, Seedlip (which calls itself the world’s first distilled non-alcoholic spirit), Budweiser 0.0, and Coast Beer. Zero-proof alcoholic beverages (also called no-proof, spirit-free or non-alcoholic) are alternatives that attempt to mimic the flavours and complexity of an alcoholic drink.
This is my first taste of zero-proof alcoholic beverages, and it piqued my interest. The zero-sugar, low-calorie GinISH had familiar notes of juniper berries, some citrus, and coriander. I have tasted almost every gin that’s made in my home state, yet, this one was different. The story of India’s gin revolution, which came into being in Goa and is now flourishing, is popular.
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