Why we need a better descriptor for no & low/alcohol-free/non-alc – Comment

When you've worked in the alcohol-free adult beverage category long enough, you get to realise that the language hasn’t caught up to the products. When the section at the grocery store held O’Doul’s (non-alcoholic brew - "A premium malt beverage") and maybe an overly sweet sparkling cider, the term ‘non-alcoholic’ was sufficient. But today’s landscape is too broad - and too innovative - to be defined by the absence of ethanol.As the founder of non-alc spirit brand Seedlip, Ben Branson, put it when speaking to Dry Atlas recently: “If the ABV of your brand is a core part of yo