Everyone is trying to figure out what this market looks like and how big it is, and what its dimensions are in a lot of ways. It’s really difficult to answer without because that answer can depend on, are you looking at people who never drink alcohol, people who only rarely drink alcohol, or people who might, in a given setting, be open to drinking alcohol, but might be just as happy or even slightly happier with a really good interesting drink that just happens to be non-alcoholic. How big that audience is, is a question that everyone is trying to pin down. One, there’s decidedly a group of people who want to be able to go to bars and have an experience that feels adult, feels mature, feels sophisticated, and doesn’t involve alcohol. One of them I think is that, to this point, the NA Cocktail movement has largely, I would say, been driven by a - well, I think, I might draw my two things. Z: I think it’s a fascinating question for multiple reasons, and some of which I’ll get into in the piece, and some of which I think you and I can elaborate on here. Whether I think it actually will happen, again, is probably something we will get into in today’s discussion, but I have some other thoughts there. I do think it is surprising that this hasn’t happened. Maybe it’s surprising that this hasn’t happened sooner, given how popular non-alcoholic cocktails have become, and given the proliferation of spirit alternatives that seem to be specifically geared for actual categories like non-alcoholic gin, or the gin alternative, or the bourbon alternative. I think the first reaction immediately is, this should actually happen. Like you, I think it’s a really interesting question and not something I considered before, either. Take me through your thoughts when you were looking at this piece and some of the first things that jumped out to you. Tim, in some ways, you’re the cocktail expert among the two of us. Speaking, Tim, of stuff on the site, we ran, I think, a really fascinating article by VinePair contributor Aaron Goldfarb last week that raised, really, a question, I have to admit, I had never even considered, which is functionally, will there be a classic non-alcoholic cocktail? I think as Aaron laid down the piece, he’s not talking about your virgin Bloody Marys, and Daiquiris, and stuff like that, which are pretty ubiquitous, but a drink that is created from conception as a non-alcoholic drink, that becomes a bar staple. We’ll link it here in the show notes too if you haven’t had a chance to navigate over there. It’s always great because when I look at the list, I’m like, “I know who five of these people are, or maybe 10 on this list maybe.” It’s a great opportunity for me even to learn a lot about people who are doing all kinds of incredible work in and around the beverage alcohol industry. It’s always great because I love opening these lists because I’m taking you behind the scenes here. Head over there and just familiarize yourself with some of the leading innovators and thinkers and operators in the drinks industry. For anyone listening who hasn’t checked that out, it went live yesterday, on Thursday morning. I just want to say on behalf of the VinePair editorial team here, a huge congratulations to all the talented individuals featured on this year’s list. Always an exciting week here in the company. Z: This is the VinePair Podcast Friday edition. Tim McKirdy: In VinePair New York City headquarters, I’m Tim McKirdy. Zach Geballe: In Seattle, Washington, I’m Zach Geballe. Listen on Spotify Or Check Out the Conversation Here On this episode of the “VinePair Podcast,” Zach Geballe and Tim McKirdy discuss a recent piece by Aaron Goldfarb regarding the future of non-alcoholic cocktails and what it might take for a non-alcoholic cocktail to become a modern classic.
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