Genevieve Keller
Some consumers are surprised at the cost of non-alcoholic alternatives to their favorite beverages. But when you stop to look at the processes being used, the cost adds up.
When looking at most alcoholic beverages, the non-alcoholic versions are made with an additional process to remove the alcohol, and then sometimes and additional step of adding more flavors back in, to reflect the taste of the target beverage.
Winemakers, for example, are using their wine stock and dealcoholizing it to create their nonalcoholic offerings. This means that the cost of the bottle is usually on par with, or even slightly more than, the standard bottle.
Beer and other malt beverages are staying within the same pricing brackets. White Claw has their unique flavor profile, and will be found in the alcohol section, so the pricing will stay on par with it’s other alcoholic versions. “Because we are purely focused on marketing this toward the beverage alcohol occasion, and because it will be shelved and placed in beer sections in stores … it will be comparatively and competitively priced,” said David Barnett, White Claw’s Chief Commercial Officer.
Going out to bars, clubs, or restaurants will have the same pricing structure. Non-alcoholic ingredients at times cost more, take more care in balancing the mocktail’s flavor, and require more fresh garnish or fruit additions. All of this adds up to more than just an Old Fashioned, Margarita or Bloody Mary.
With the rise of health conscious and non-alcoholic consumers comes the rise in products and pricing. It’s a supply and demand equation. With more people looking for a light, or nonalcoholic option, the market will bear higher pricing.
