What are Social Softs?
A new drinks category 'Social Softs' has landed. But what are Social Softs and why is the category so important?
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.
Water, a sweetener and a flavouring
A session-able adult drink with its own unique flavour
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?