A Sunshine Coast couple is adding more enjoyment to the non-alcoholic drinks market with a unique seltzer that caters to people seeking a ‘NOLO’ alternative.
More consumers are looking for pleasurable drinks as part of a no or low-alcohol lifestyle.
Dan Hastings and Amelia Carew, from Buderim, have launched Australia’s first ‘soft’ seltzer called So Soda.
The couple wanted to create a fun, flavoursome option to counter the fact that most alcohol-free drinks have a reputation for being serious, and often laced with sweeteners.
“We love camping and enjoy sitting by the fire with a drink in hand, but when we wanted a refreshing non-alcoholic beverage, the choices were slim,” said Ms Carew.
“We felt that the options that were on the market were just not what we were looking for and certainly didn’t cut it in terms of being a refreshing alternative, and there were no brands with any fun, it was all so serious.
“We still wanted to enjoy ourselves, even if our friends chose to drink alcohol but we just couldn’t find something that met that need – and as a result, the idea of So Soda was born.”
With a background in the beverage and hotel industries, they launched So Soda following a previous venture in craft beer over 10 years.
Seeing the undeniable demand for low and non-alcoholic drinks, they realised there were similar parallels to the early days of the craft beer movement which was born from the beer market having limited offerings and not a lot of flavour.
Mr Hastings said their first release of flavours, Watermelon Mint Spritz and Yuzu Lime Chilli, had really made an impression.
“Our research tells us that people who are looking for a low or no-alcohol options are driven not just by wellbeing but by the experience as well, and they crave a brand in hand they can be proud of,” he said.
“We did the research extensively and spoke to a wide range of people we know in beverage, liquor and grocery retailing, and the findings were undeniable. The movement to drink less booze is clear.
“Everyone knows it and the data doesn’t lie. However, not everyone is seeking sobriety, most just want to moderate their alcohol intake and they still want to enjoy a drink, but the migration to moderate their intake is hampered by the limited NOLO products available.”
Help us deliver more news by registering for our free daily news feed. All it requires is your name and email. See SUBSCRIBE at the top of this article.
There are two flavours to choose from and a third flavour will be released very soon, with more on the way.
Each drink contains at least 50 per cent less sugar than comparable drinks and So Soda is all-natural, preservative-free and made to be drunk straight, mixed or garnished.
Mr Hastings and Ms Carew said it became clear that in the NOLO category, products containing sweeteners were not selling well and that the category was lacking consumer confidence in quality product at good value.
Data from IWSR Drinks Market Analysis confirms that no longer is the total abstainer the largest consumer market for these products.
According to their research, “those who forego drinking alcohol altogether now represent just 23 per cent of the customer base.
“The rise of sober-curious drinkers has instead been significant: Regular drinkers increasingly put more focus on moderation, opting for no/low alcohol drinks as replacements for full-strength beverages on certain occasions”.
The latest data coming out of the US suggests that the No and Low alcohol category continues to expand.
The IWSR Drinks Market Analysis shows low/no alcohol products had overall volume growth of over 30 per cent in the US, bringing its total market value to over $2bn in 2021.
The category now accounts for around 1 per cent of the alcohol beverage market in the US, a small but significant – and growing – segment.
So Soda retails at $17.99 per 4-pack cluster and $89.99 per 24-pack case and contains no artificial sweeteners or preservatives.
So Soda can be purchased directly online via sosoda.com.au and will soon be rolling out nationally across major retailers and wholesalers.
