Market Research Case Study: Why Adnams’ Smidgin mixes hyperlocal buzz for sober drinkers

The market for low/no alcohol drink options has been rapidly expanding, and Adnams head distiller John McCarthy said to The Spirits Business that the trend is "here to stay” – specifically, through Smidgin. [2] The little Smidgin bottle brings big flavours to the low and no-cocktail market. According to Lisa Belczyk, manager at boutique distillery Lucky Sign Spirits and cocktail educator at the Fizzy Coupe, "We (distillers) see ourselves as a flavour company first – whether

the beverages we create contain alcohol or not takes a backseat to whether they taste delicious and create memorable sensory experiences for our guests."

...

Belczyk has noticed the trend at Lucky Sign, stating that "we have been focusing on also creating low- and no-ABV options available to guests in our tasting room and in our ready-to-drink offerings and will continue to innovate in this area."

...

Belczyk notes that her drinks experiences, which she has been offering for four years, have been highly popular, as "being able to learn about the context and stories that surround drinks and spirits makes the experience more holistic and human-centred."