Bare Zero Proof, a non-alcoholic spirits company that sells non-alcoholic versions of gin, bourbon, and tequila, is attempting to capitalize on this trend by providing customers with non-alcoholic cocktails who still want to go out on the town.
Non-alcoholic Versions Of Alcoholic Drinks
CEO Jim Kempland was motivated to launch the company by consumer trends showing that younger people are choosing not to drink as much as earlier generations. The “experiential and advocacy program” is receiving between 50–60% of the brand’s advertising expenditure.
According to Bare Zero Proof, they are filling a demand that is only going to increase. Rob Schwartz, chairman of TBWA/Chait/Day, thinks it makes sense to concentrate on education and engage with bartenders.
According to Schwartz, bartenders are excellent brand ambassadors. They won’t promote all brands. They are so successful because they are trustworthy and have integrity.