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Töst wants to give consumers booze-free cocktails that aren’t just an imitation of alcohol.
Brooks Addington, the CEO of Töst, said in an interview with Food Dive he took an interest in the nonalcoholic category when he realized there was a lack of booze-free options with “sophistication and elevation” that could pair with food, the way a cocktail or glass of wine can.
“Typically the solution when you weren’t drinking was a sparkling water with a lime or a ginger ale,” Addington said. “We really felt that there needed to be something that treated people that didn’t want to drink with the same level of inclusiveness as someone who wants to drink.”
Töst first launched in 2017 with a nonalcoholic wine that infuses sparkling water with berries and botanicals. The company is now benefiting from a booming nonalcoholic market that has seen substantial growth in recent years with younger generations abstaining from drinking to focus on health and wellness.
The U.S. no-alcohol market is forecast to grow 18% by volume at a compounded growth rate from 2024 to 2028, according to ISWR, with booze-free drinks set to outperform their alcoholic counterparts across all categories. Nonalcoholic wine in particular has seen “substantial growth,” ISWR said, in part due to the entry of premium-focused newcomers.
But the large majority of the nonalcoholic consumer base, roughly 94%, are not fully sober, the CEO said. Töst decided it did not want to simply mimic the taste of alcoholic beverages, instead creating its own flavor profile.
“What we did want to have are attributes of sophistication, of the nose and mouthfeel finish, to give people that elevated experience they knew that they were doing something a little bit different,” Addington said.
The brand’s approach has attracted interest from larger alcohol companies, with Constellation Brands taking a minority stake in Töst in 2023 through its venture investment arm.
Töst is currently available in three varieties: the original, made with white tea, white cranberry and ginger; Rosé, containing elderberry; and Sangria, which features blood orange and red grape. The drinks are sold in bottles ranging in size from 250 milliliters to 750 milliliters.
The company expanded its product lineup at the start of this year with the launch of a new canned format, aiming to grow its presence at sporting events and arenas. It is now sold at over 9,000 stores and is available in 10 countries, according to Addington.
As Töst looks to expand further, it’s making a concerted effort to reach Gen Z, who are less likely to drink than their elder generational counterparts. The company is partnering with sororities and fraternities to spread awareness about its products on college campuses.
“We want to develop those relationships with that generation,” Addington said. “There’s a mentality that drinking is not something you just do… it now becomes more of a choice. And when you have that choice, you need to have solutions for those consumers.”
Sarah Zimmerman contributed to this story.
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