News
Spiritless, a non-alcoholic bourbon hailing from bourbon country
2 Jul 2020Much as the name indicates, a new, alcohol-free bourbon has appeared on the U.S. market. Called Spiritless Kentucky 74, this libation hails from the heart of bourbon country and became available at the end of June.
The company touts its appeal to the “conscientious cocktailer” and is distilled in a similar manner to traditional bourbon except that it does not contain corn. It does, however, have notes of whiskey-warmed caramel, vanilla and oak. The barrel-aged, alcohol-less spirit has no more than 0.5% ABV, which is the equivalent to what is in a bottle of kombucha.
![Spiritless, a non-alcoholic bourbon hailing from bourbon country](/img/ingnet-logo.png)
People are drinking less alcohol for a variety of reasons and a movement toward low- or non-alcoholic spirits has taken hold. According to IWSR data cited by Bon Appetit, sales in this category are anticipated to grow 32% between 2018 and 2022.
This sobering future has grabbed the attention of major alcohol companies the world over. At the same time that sales of alcohol-free options are growing, beer volumes are declining dramatically and so many Big Beer companies are looking for milder options to cater to consumers. Diageo, which owns Guinness, has its Open Gate Pure Brew and Heineken has its 0.0% MAXX. The Dutch brewing company has gone even further and embraced the Dry January trend last year when it released its January Dry Pack. AB InBev has also jumped on the bandwagon and has committed to increasing its non- and low-alcohol portfolio by 20% by 2025.
In fact, this changing landscape has garnered such a following that beverage companies that are not traditionally competing in the bar are taking a shot. Coca-Cola debuted its non-alcoholic cocktail alternative, Bar None just in time for Dry January last year.
There are, of course, a whole menu of non-alcoholic spirits available as well. The UK’s Seedlip is often credited with jumpstarting the movement when it became available in 2015. Since then, brands like Som, Alko, Mr. Fitzpatrick and Mocktails Brands have appeared and offer variety to adults looking to mindfully indulge and avoid inebriation.
The move toward less alcohol consumption appears to be a trend that is gaining momentum. Therefore, it is likely that more varieties of bourbon will appear on the market to compete with this new brand that comes straight from the heartland of American bourbon whiskey.
Related news
![Could Mexico’s salt-cutting measures extend to reformulation?](/47/pdcnewsitem/12/47/45/th124745.png)
Could Mexico’s salt-cutting measures extend to reformulation?
25 Jun 2024
Mexico’s consumer watchdog has called on food industry to reduce salt in processed products available in the country to reduce cardiovascular diseases.
Read more![Will ASEAN harmonise food marketing rules for children?](/47/pdcnewsitem/12/47/17/th124717.png)
Will ASEAN harmonise food marketing rules for children?
21 Jun 2024
ASEAN Health Ministries and UNICEF release new guidelines on how food and beverage brands should market their products to children to protect them from harm.
Read more![Food scientists uncover new way to preserve nutrient and flavour quality](/47/pdcnewsitem/12/45/35/th124535.png)
Food scientists uncover new way to preserve nutrient and flavour quality
29 May 2024
Researchers have developed a method that guarantees food safety for low-moisture products, such as dried milk, while maximising quality by retaining vitamins, minerals, and flavours, they say.
Read more![Gatorade turns on the tap, introducing alkaline water to its latest product offerings](/47/pdcnewsitem/12/43/14/th124314.png)
Gatorade turns on the tap, introducing alkaline water to its latest product offerings
10 May 2024
PepsiCo’s Gatorade has diversified its product portfolio, launching unflavoured alkaline water and energy drink mixes.
Read more![Plant-based marketing 101: How to create a standout plant-based dairy product](/47/pdcnewsitem/12/42/32/th124232.png)
Plant-based marketing 101: How to create a standout plant-based dairy product
30 Apr 2024
Aurore de Monclin from HMT, the marketing firm that helped rebrand Oatly, shares her tips to create a plant-based dairy brand that stands out from the crowd.
Read more![Balenti adds the benefits of baobab to functional nut butters](/47/pdcnewsitem/12/41/94/th124194.png)
Balenti adds the benefits of baobab to functional nut butters
19 Apr 2024
French startup Balenti uses sustainably sourced, wild-harvested baobab fruit to make its healthy nut butters with functional benefits.
Read more![US legislative push to ban 7 food additives in schools](/47/pdcnewsitem/12/42/04/th124204.png)
US legislative push to ban 7 food additives in schools
17 Apr 2024
Proposed legislation would prohibit the use of seven additives – six artificial colours and titanium dioxide – in food and drink served in US state schools.
Read more![Portugal officially adopts NutriScore](/47/pdcnewsitem/12/41/57/th124157.png)
Portugal officially adopts NutriScore
10 Apr 2024
Portugal has adopted the NutriScore as its official – but voluntary – front-of-pack nutrition label to promote healthy eating, with researchers calling this “a great victory for science and public health”.
Read more![R3PACK Consortium backs BPA ban](/47/pdcnewsitem/12/41/14/th124114.png)
R3PACK Consortium backs BPA ban
9 Apr 2024
The EU-funded research project, R3PACK, urges a ban on Bisphenol A (BPA) and calls for rigorous rules, promoting transparency and prioritising health and the environment.
Read more![Ultra-processed food intake in South Africa at concerning levels, study suggests](/47/pdcnewsitem/12/39/42/th123942.png)
Ultra-processed food intake in South Africa at concerning levels, study suggests
19 Mar 2024
As South Africa considers introducing front-of-pack warning labels and strict marketing limits for unhealthy foods, research has found that low-income South Africans get around half of their calories from ultra-processed foods (UPFs) – “a cause for con...
Read more