Artificial intelligence (AI) is becoming a tool for innovation in the non-alcoholic beverage space, offering brands opportunities to engage consumers in novel ways. Several have dabbled in AI-driven tools like recipe generators, enabling consumers to create personalized non-alc cocktails. While these tools showcase the potential of AI, their long-term impact on consumer engagement remains unclear. Are these efforts providing meaningful value, or are they more of a passing fad?
Seedlip’s Virtual Concierge
Elli, Seedlip’s Virtual Concierge, is an attempt to engage consumers with personalized non-alcoholic cocktail recommendations. “Arguably Seedlip’s number one fan, Elli loves telling people about the brand, its nature-inspired products, and all about delicious non-alcoholic cocktails,” its FAQ states. While the tool has a slick interface—Diageo clearly invested in its development—it raises questions about whether it’s solving a genuine consumer need. One particular limitation: it’s laser-focused on Seedlip products. When I asked, “What does ‘sober curious’ mean,” Elli responded, “I’m not sure of the answer to that question.” To be fair, this is likely a lower-funnel tool for consumers already considering Seedlip products. They probably know what “sober curious” means. Still, if you’re framing a tool as a “Concierge,” you set up the expectation that it will seek to be helpful in any case, just as a real-life concierge would.
Moreoever, the focus on recipe recommendations featuring Seedlip’s non-alcoholic spirits feels at odds with the brand’s core messaging of simplicity. Founder Ben Branson has consistently emphasized Seedlip as a minimalist serve paired with tonic water. Keeping things simple for the consumer has been a guiding principle throughout his journey, as he explained in his Dry Atlas interview. Adding a layer of complexity through multi-ingredient cocktail recipes may dilute that message and potentially alienate consumers who value the ease of Seedlip’s classic serve. While it’s an interesting experiment in personalization, its practical value for consumers accustomed to straightforward, low-effort options is less clear.
TÖST Maker: A Creative Use of AI
I’d been a bit bearish on AI applications in non-alc until I noticed TÖST Beverages’s TÖST Maker. Here, TÖST uses AI to address a specific consumer challenge: finding the right words to toast life’s special moments. Their microsite, launched just before this holiday season, generates tailored toasts based on user input about the occasion, tone, and relationship to the recipient. It’s a simple yet useful application of AI that integrates directly with the brand’s identity—while addressing a common pain point.
This initiative stands out because it goes beyond novelty to provide practical value for consumers. Many people struggle with public speaking or articulating their gratitude during special occasions, and the TÖST Maker offers a simple solution. In doing so, it also aligns with TÖST’s broader focus on fostering meaningful connections.
Looking Ahead: AI’s Role in Non-Alc Consumer Experiences
The potential for AI in non-alc consumer experiences is vast, but it requires thoughtful execution. I’m not convinced non-alcoholic cocktail recipe generators solve a “hair on fire” problem for consumers. Brands that focus on utility and relevance are more likely to create lasting value. TÖST’s campaign is a step in this direction, but it’s not the only path forward. For brands looking to stand out, the key will be balancing innovation with genuine usefulness.
