On the shelf: Monday Distillery goes dry before July
Australians have been turning to low-alcohol or no-alcohol alternatives, particularly during the ‘Dry July’ and 'Ocsober' months. Since the COVID-19 lockdown, the low-alcohol trend has risen. According to IRI data, both Carlton Zero and Heineken 0.0 were two of the top five fastest growing beers during the first week of May. Now adding non-alcoholic spirits into the mix, Monday Distillery’s first premix option hits the shelves during June.
The founder of Monday Distillery, Sam Manning, said the idea for the drinks started after she struggled to find a tasty option for drinks with friends while trying to stay off the alcohol. Using her background in botanicals and beverages, she set out to develop something with all the emotional connection, taste and vibe of her favourite gin and tonic, without the effects of alcohol.
“People are after more sophisticated, health-conscious options that still offer the feeling of a fun social drink with friends,” said Manning.
The Australian owned and operated distillery has developed beautifully designed bottles that use quirky marketing such as “G&T without the tears” and “rum without the rumble” in packages that look like normal alcoholic drinks.
“Research shows that it’s easier to replace a habit with a similar yet healthier one,” Manning explained. “Helping people keep that ‘relaxing drink’ ritual in something that looks and tastes like an adult beverage is something we’re told is part of the major appeal.”
With three flavours in the range — Classic dry gin & tonic, Exotic spice gin & tonic and a rum-flavoured option — the Monday Distillery drinks are both alcohol-free and sugar-free.
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