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Töst wants to give consumers a cocktail without an alcohol, but a bar without a bar.
Töst’s CEO, Brooks Addon, said in an interview with Food Dive that he was interested in the non -alcohol category.
Addington said, “In general, the solution when not drinking was a sparkling water with lime or ginger ale.“ We felt that we needed to treat people who didn’t want to drink the same level of comprehensive drinking as those who wanted to drink. ”
Töst was the first non -alcoholic wine in 2017, injecting sparkling water with strawberries, plants and plants. The company has benefited from the booming non -alcoholic market, which has been pleased to focus on health and health in recent years, in recent years.
According to the ISWR, the US alcoholic market is expected to increase 18% from 2024 to 2028, and drinks without alcohol are expected to surpass alcoholics in all categories. ISWR said that non -alcoholic wines have seen “real growth.”
But the majority of non -alcoholic consumers are not completely cold, the CEO said. Töst decided that he simply imitated the taste of alcoholic drinks and instead wanted to create his own flavor profile.
Addington said, “What we wanted was the nature of sophistication, the attribute of the nose and finish, and that people were doing a little different to people who knew that they were doing some different things to people.
The brand’s approach attracted a large -scale alcohol company, and the Constellation brand won a minority stake through venture investment ARM in Töst in 2023.
Töst is currently provided in three varieties: original, white tea, white cranberry and ginger; Rose comprising Elderberry; And Sangria, characterized by blood orange and red grapes. The drink is sold in 250 milliliters and 750 milliliters.
The company expanded its product lineup earlier this year by launching a new canned format with the goal of developing sports events and stadiums earlier this year. According to Addington, it is currently sold in more than 9,000 stores and can be purchased in 10 countries.
When Töst tries to expand further, he is making joint efforts to reach the Z generation, who is less likely to drink than the elderly generation. The company has partnerships with girls and brothers and brothers to spread awareness of products at the university campus.
Addington said, “We want to develop a relationship with the generation.” Drinking is not what you do. Now it is more choice. And when you make that choice, you need a solution for those consumers. “
Sarah Zimmerman contributed to this story.
