7 Reasons Your Alcohol-Free Drink Didn’t Make the Cut
I have tried a lot of alcohol free drinks over the years. I’ve been sober curious for a long time, taking months off booze long before Dry January or Sober October were popularised.
When I first started back in the noughties, there weren’t really any viable options so I used to make a killer Virgin Mary. But there’s only so much tomato juice one can drink…
Things have come a long way since then, but I still haven’t found my AF nirvana… in other words, I still love the rich nuances of a good wine, the crispness of a beer and a refreshing G&T. Many options have come close, but nothing has replaced them fully yet.
I don’t think this is because it doesn’t exist. As a prospective consumer, here’s why I might not have tried and/or loved your AF product.
Why I’m not a repeat customer:
Unmet needs: you promised me a drink that tasted exactly like it’s alcohol-containing comrade but without the alcohol… and what I got was an expensive juice
Physical availability: Your drink did deliver on what it promised… but I can only buy it online and can never find it when I’m out
Why I didn’t trial it
Costs: It’s expensive and having been burnt from false promises I don’t want to spend the same amount as I would on alcohol on something that I may not enjoy
Trial size: It only comes in a large 70cl or 750ml bottle and I don’t want to trial that much
Packaging size: I don’t want to drink 70cl in one sitting
Engagement: You didn’t give me a reason to try it – you didn’t tell me what it would taste like or how it would make me feel or what occasion it was ideal for
Salience: You’re simply not on my radar at all
There are millions of sober and sober curious prospective customers like me. The opportunity is HUGE and as a reflection of that new brands and products are flooding the market, but if you don’t understand your customers’ needs and your customer experience, you are not poised for long-lasting and sustainable growth.
Do you know which of the above are acting as barriers to phenomenal growth for your ? Drop us a line and we can share some insights.