Social Softs RSS

zag is pioneering a new category

Social softs

A long drink without alcohol, targeted at adults with a less sweet, more challenging flavour. Designed for social occasions but not a copy of an alcoholic drink.

Soft Drinks

Water, a sweetener and a flavouring

Social softs

A session-able adult drink with its own unique flavour

alcohol free

Alcoholic drinks with alcohol removed


Contain ethanol that acts as a drug


Many consumers don’t like alcoholic drinks with the alcohol removed due to quality. They also reject soft drinks as too sweet and unhealthy. What do these consumers choose when avoiding alcohol and socialising?

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The Financial Value of Non-Drinkers to the Hospitality Industry

There has recently been debate on the non-alcoholic drinks hype, questioning if it brings incremental sales, and whether the revenue will ever become that significant. At Propel, the website for the Hospitality Industry operators, Glynn Davis writes about this in an article titled Low and non-alcoholic drinks may not turn out to be money-spinners (Fri 21st Oct 2022 - Friday Opinion) Sessionabilty is a key characteristic of alcoholic drinks - especially beer – due to the properties of alcohol. Non-alcoholic alternatives will never compare favourably on a rate of sale measure. I agree with Glyn’s comment: “I can’t help feeling that much of the research and marketing has arguably painted prospects for the category that are much greater than will ultimately...

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