Non-alcoholic beverages are gaining prominence in the U.S., and beverage companies realize that there is a group of people who prefer only the taste of the drink, not the effects of alcohol. Atlanta bars have displayed craftsmanship in making unique non-alcoholic drinks, but there are very few options to purchase from a retail store. Recognizing the trend quickly, few companies have come forward with their version of the non-alcoholic drink. Enter Bar None is a new line of cocktail-based, non-alcoholic bottled drink from Coca-Cola that comes in different flavors like Bellini Spritz, Ginger Mule, Dry Aged Cider and Sangria. The drinks are the product of Sabrina Tandon, a 17 year Coca-Cola veteran and a graduate from Emory University who works as director of portfolio strategy and innovation for the company’s Venturing and Emerging Brands Wing.
After some research and development, Bar None came up with four flavors packed in brown, long-necked glass bottles—for peers who long for refreshing non-alcoholic drinks. The flavors aim to satisfy a wide array of consumers with different preferences. Light drinkers will prefer ginger mule because it is fresh and effervescent. Peach Bellini is a drink made by combing sparkling water, white vinegar, and peach puree. The dry aged cider imitates the hard variety of less popular drinks, and red sangria tastes like its alcoholic namesake. Tendon stated that according to the reports seen by her, millennials consume less alcohol than Gen X and centennials. Currently, the drink is sold only in Atlanta, and retailers who sell the drink include Smyrna World of Beverages, Gypsy kitchen, and Savi Provisions. The product can also be availed online.
Coca-Cola has the potential to reach out to the consumers and create long term hype. Through the strong marketing and distribution channel of the company, pseudo-sodas can be brought in to the mainstream attention of the consumers. If the drink can successfully imitate the taste of cocktail flavors, the consumers become regular customers making the drink a hit. The drink has the potential to impress the consumers and take a firm footing in the market that is on a lookout for better non-alcoholic beverages.