By Søren Kirketerp, CEO and Partner at Teedawn and Founding Member of ISH Spirits
A few weeks ago, I had the privilege of attending Foodexpo Denmark, where for the first time there was a dedicated area for Mindful Drinking. The area was sponsored by wine merchant Kjær & Sommerfeldt who recognizes the growth of the no-and-low category, especially within the restaurant sector. 10 brands, including Arensbak, ISH Spirits, and Teedawn, were invited to display in the area and serve non-alcoholic cocktails from the area’s large bar.
About Foodexpo Denmark
The Danish Foodexpo exhibition takes place every other year. It’s the show where the European food and beverage industry meets, new products are revealed, and the latest industry developments are presented and discussed.
This year, over 21,000 visitors from over 6,600 companies attended. In addition to Danish companies, we also saw representation from Sweden, Germany, the Netherlands, the Faroe Islands, and Norway. Attendees are primarily restaurants and wholesalers.
Key takeaways from the exhibition
- There is a clear trend of establishments seeking 0.0% ABV solutions on-premise. Guests are more likely to buy a no- or low-alcohol option when they are driving.
- Restaurant owners now understand that having the no and low options on the menu is good for business.
- Wines based on grapes are requested, but consumers are seeking higher-quality options than the majority of what exists on the market today.
- Juice menus for food pairing are diminishing in popularity as non-alcoholic wine options are improving.
- Restaurant employees need training and coaching in selling the no and low options they have on the menu. This training needs to be provided by the no and low producers themselves.
- More and more corporate offices are examining their alcohol policies in connection with their corporate and social responsibility programs. The concept of booze-fueled happy hours and the “Friday Bar” at many offices is being challenged.
Denmark’s first non-alcoholic bottle shop
Following the exhibition, Denmark’s first non-alcoholic bottle shop launched. Lisa Als Klein recently opened the doors to Gourmet Saft, her cozy combined bottle shop and café close to Copenhagen, where guests can enjoy having a cocktail, a glass of wine, or a cold beer—all without booze. Visitors can also purchase from a large selection of alcohol-free products to bring home.
In general, the retail side of non-alcoholic options in Denmark has picked up over the last three or four years. Well-assorted supermarkets often hold 50 – 60 different non-alcoholic options on their shelves. Retail chain Meny is one of the frontrunners here.
Danish non-alc brands to check out
Teedawn launched nearly eight years ago, leading the way in the craft non-alcoholic beer space. At Denmark Foodexpo, we presented our new 0.0% ABV wines and beers. Expectations were high, especially because we launched our new 0.0% beers, Gentle Lager and Wheat Dream, via kegs. Our Teedawn Tapfresh system was well received, and the interest for testing our beers has consequently been high.
Another Danish producer that has been around for some time is Copenhagen Sparkling Tea Company, a well-established brand within the no and low category. Over the past five or six years, many more brands have come to thrive in Denmark, with names like Arensbak, FOLK Kombucha, ISH Spirits, København Kombucha, MURI, and Rebæl leading the way. As a big beer country, many local breweries have also introduced a series of non-alcoholic beers to their portfolio. So, should you ever visit Copenhagen, I can promise you that you’ll find exciting options in the vast majority of bars, restaurants, and grocers.
Søren Kirketerp is CEO and Partner at Teedawn – The Mindful Drinking Company and a Founding Member of ISH Spirits.
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