As more consumers adopt health-conscious lifestyles and explore “sober curiosity,” the beverage industry is undergoing a significant shift. Louisville-based Flavorman and Moonshine University share their expertise on the growing popularity of non-alcoholic (NA) spirits, the impact on the market, and the science behind creating these products.
Changing consumer preferences are no surprise. There is a rising demand for “healthier” options across all beverage categories. This trend is reflected in the surge of probiotic sodas, hydration drinks, and non-alcoholic beers, wines, and spirits.
The Changing Spirits Market
Statistics show that legal-age Generation Z consumers are drinking less alcohol. There is also a decline in demand for premium and scarce alcoholic products. At the same time, the market for low- and no-alcohol alternatives is expanding rapidly. Heavy investments by major industry players are fueling the boom in NA spirits.
Flavorman’s Approach to Zero-Alcohol Spirits
Flavorman is a custom development company with deep experience in creating zero-alcohol spirits. Tom Gibson, Flavorman’s certified flavor chemist and head flavorist, initially thought that making zero-alcohol spirits was a “pipe dream.” However, Flavorman’s team combined analytical chemistry, flavor science, and creativity to closely replicate the taste and feel of traditional spirits.
The process starts with a detailed chemical analysis of the target spirit’s “fingerprint.” This includes studying trace congeners, fusel oils, and other volatile compounds. Bartenders then use this data, combined with sensory evaluation, to understand how these compounds affect flavor on the palate.
Mixology techniques also include adding pure oak extracts to mimic barrel aging flavors such as char, tobacco, vanilla, and molasses.
Flavorman’s research and development team also focuses on texture and consistency. They recreate the thick, oily mouthfeel of alcohol, which many water-based NA products often lack.
Moonshine University’s Perspective on the NA Market
Clay Smith, brewing operations manager at Moonshine University, a leading brewing education institution, offers insight from the brewing industry. While established breweries like Guinness and Heineken have launched NA products, many brewers are still exploring this market.
Smith sees great potential in non-alcoholic ready-to-drink (RTD) cocktails. These products blend traditional methods with innovation, creating a bridge between classic flavors and new market demands.
“Moonshine University has developed prototypes for alcohol-free products,” Smith said. “We created a category called ‘craft flavored products’ that uses traditional yet unconventional distillation methods to produce flavor concentrates for recipes. While many producers want to grow the alcohol-free market, we believe craft spirits remain strong. However, NA ready-to-drink cocktails have strong potential for success.”
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