Conscious Drinking
Once socially unacceptable, cutting back on alcohol is now what the cool kids do — the new wave of non-alcoholic drinks might have something to do with it.
Words: Emma-Kate Wilson
Styling: Nat Turnbull. Photo: Annika Kafcaloudis
Photo: Monday Distillery
The shift to curb alcohol intake either by a little or for longer ‘detox’ amounts of time is one that’s on the rise. Once socially awkward to admit, these days, declaring that you’re not drinking can be a conversation starter and an inspiration for those around you.
Mocktails are suddenly chic and a promising alternative to familiar spirits. For Geelong-based Monday Distillery owner Sam Manning, she was over heading out and being faced with boring options when she’d decided to avoid alcohol. She had already launched a luxury sparkling water, Onsun Sparking, and knew consumers were mirroring her sentiments.
“When you go out, everyone wants to feel included. They want to join the party, drink something interesting, and become a part of the conversation,” Sam shares. “That conversation shouldn’t always start with ‘why aren’t you drinking’?”
Together with husband, Haydn, Monday Distillery is a family affair. The two bringing their individual skills to the business, complementing each other perfectly on both non-alcoholic and no sugar beverages. Presented in chic, glass bottles with creative graphic design, at no stage of drinking do you feel like you are being left out of the party.
“Alcohol impacts your sleep, mental health and general health, and with so many great alternatives available now, people can feel comfortable taking a night off or a longer period of time if they want,” says Killjoy owner, Kat Brophy. Styling: Nat Turnbull. Photo: Annika Kafcaloudis
“I believe society is increasingly conscious of what we are putting into our bodies. This is leading to a major shift in the beverage market.”
Photo: Monday Distillery
Photo: Monday Distillery
Brisbane-based Killjoy owner, Kat Brophy, also found the same issues as Sam after having a year off drinking. “As someone who enjoyed the social aspects of drinking, it was important to me to have great alternatives to drink so that I could still enjoy those social moments and not feel left out,” she reflects. “It inspired the idea to have a store that had a curated range of the best non-alcoholic drinks.”
Kat tastes everything that they produce, ensuring high quality that isn’t compromised by the lack of alcohol. But they are part of a trend that is moving globally towards more alcohol-free drinks. This was something Aaron Trotman behind Melbourne-based NON ‘wines’ found as well.
“A few years ago, we heard from our mates in the hospitality industry that more and more people were choosing not to drink alcohol in restaurants,” Aaron comments. “Noticing a few innovative bartenders and sommeliers experimenting with options at their own venues, we saw an opportunity to create something on a larger scale.”
Working akin to a chef in a kitchen, the test team pull together pairing notes to develop unique flavours, refining them until they feel complete. “For example, our latest release, NON #6, is kind of like a cross between a bloody Mary and a chardonnay,” Aaron explains. “We infused tomatoes and charred red peppers for the top notes, then added in a few different herbal notes like coriander seeds and included nutritional yeast (often seen in vegan cooking) to replicate the creamy finish to a chardonnay.”
Flavours are not limited by the reduction of alcohol; instead, these creative makers are introducing novel drinks that appeal to even the most committed of cocktail-lovers. “This market is just getting started and is poised for a growth explosion,” Sam excitingly adds. As seen with Monday Distillery’s range from the Japanese Yuzu Paloma to the classic Dark and Stormy — non-alcoholic drinks are the next fashionable thing, and we couldn’t be more excited!
“We want people to push the boundaries with our drinks”
“As someone who enjoyed the social aspects of drinking, it was important to me to have great alternatives to drink so that I could still enjoy those social moments and not feel left out,” says says Killjoy owner, Kat Brophy. Styling: Nat Turnbull. Photo: Annika Kafcaloudis