“I really want a clean drink, no added sugar…a label that I understand. And so, starting with those base of wine grapes was really important for me. There’s also a little bit of apple cider vinegar in each one. So it gives you not only that added health benefit, but it actually helps with that alcoholic burn and kind of mimicking that flavor profile,” Moore added.
Whether brands are mimicking the flavors of alcohol or leaning towards a more craft-inspired soda, “you’re a part of the occasion,” Moore said of the inclusive category. The expanding segment grew from $8 billion in 2018 to $11 billion in 2022 where sales increased 7% in volume across 10 key global markets, according to IWSR Drinks Market Analysis. This growth presents a lucrative opportunity for brands to recruit consumers from soda, seltzer and water categories through botanical flavors and ingredients, functionalities that promote energy or relaxation in a variety of different usage occasions.
“Let's start with the grapes. Let's start with the base. Let's make sure we're sort of seeing the best Chardonnay, Sauvignon Blanc, Grenache [grapes] from California. And then let's diversify our line not just your orange, traditional mimosa, but…around other juices that people like to consume, when they're out to brunch, when they're in the summer months at the pool at the beach,” Moore elaborated.