It may be raining outside - and cold - but non-alcoholic drinks are holding their own even in the Finnish summer: demand has already surpassed the Christmas season.
The popularity of non-alcoholic drinks is growing strongly
The global non-alcoholic market is growing at a 7% annual rate, and this is also reflected in Free Spirit's sales: our biggest customer group is still the alcohol drinkers, for whom part-time non-alcohol consumption has become a familiar part of everyday life. "Mickey-taking" and "mixed drinking" are now more common than many people think. Our best single, highest buying customer is a middle-aged man, which may surprise you.
People seem to have finally stopped apologising for their drinking choices. Alcohol culture is experiencing a whole new kind of liberation. It is no longer just about liberalising alcohol laws, but about people's wider right to choose for themselves. Even restaurants, increasingly, are building holistic menus with respect for the non-alcoholic customer.
More and more quality non-alcoholic products are entering the market
The consumption of non-alcoholic wines and beverages has increased the demand for quality. Although there are still many mediocre products on the market, the trend is upwards. Between June and July alone, 16 new, carefully selected products will arrive from around the world.
To make it easier for people to choose a bottle from our shelves without worrying, we work on behalf of our customers: our work around the world in the hunt for the perfect non-alcoholic product never stops. But selecting new products requires a team of experts, because you can't rely on one person's palette and nose. We are all individuals with different tastes, which is why we have many potential drinkers to taste - including the top sommeliers at our client restaurants.
Taste matters - not percentages
Our aim is to offer restaurants and consumers alike the world's best non-alcoholic wines, sparkling wines and spirits from a single source. Quality, experience and taste first - this is the Free Spirit philosophy.
Many customers have told us that they have been disappointed by the non-alcoholic products they have tried in the past. That's why it's important for us to offer the opportunity to taste, experience and rediscover the pleasure that comes from a balanced, quality wine taste experience - without alcohol.
Open tasting events on Fabianinkatu
We think about the non-alcoholic concept differently to many other players in the industry: we put the non-alcoholic customer, the service experience and the quality of the product range first. Based on this idea, we are now starting non-alcoholic tasting events in Helsinki, open to everyone, at the request of our customers. In July, we will organise tastings on Thursdays in different themes, which anyone can attend for a fee of €15.
Data speaks - and customers teach
Since we opened, we have interviewed nearly 10 000 customers in our store, and it has taught us more than any data. Thanks to our experience, we can now also act as a consultant to international non-alcoholic beverage producers.
The demand is there, and the non-alcoholic customer base is growing. To ensure that all willing customers find the best products and hear about us, we need to work hard and be visible - especially in our alcohol-saturated media environment.
Word of mouth, social media, and real-life encounters are still the most effective ways to spread the word.
"Word of mouth to to full power!"
- Jenny Rostain, CEO-Founder, Free Spirit Drinks Oy
