Quality zero-alcohol bubbles, the unexpected success in the UK market

0
24

Quality bubbles with zero alcohol. The exemplary success in the UK market even jumps to the headlines of a named independent newspaper, The Independent. It is the success of collective common sense, and Brexit, for once, has nothing to do with it.

Zero alcohol, that’s why

There are several reasons to reduce or even eliminate alcohol from one’s diet altogether. One out of all, it is not necessary. The human body does not need it and indeed experiences its toxicity, in proportion to the dose and individual sensitivity related to sex, age, and health conditions. But the alcoholic beverage manufacturers’ lobby dominates politics, to the point where they still deny ingredient and calorie information on labels. And there is very little knowledge of the relationship between alcohol and cancer.

‘Public awareness and acceptance of the causal relationship between alcohol consumption and cancer is generally low and may not even be optimal among physicians. Personal alcohol use by physicians and health care professionals may contribute to high levels of uncertainty and denial in the general population that alcohol causes cancer’. (Slevin, 2017. See footnote 1)

Alcohol fattens and swells tissues, promoting water retention. 7kcal per gram, slightly less than butter. However, without providing the nutrients (proteins, carbohydrates and fats), nor the micronutrients (vitamins and minerals), nor other substance useful to the body. It is a significant risk factor for serious diseases-with epidemiological evidence on at least 7 forms of cancer, including breast cancer-as well as a primary cause of several lethal diseases. (2)

Anxiety and depression are then exacerbated by alcohol consumption, in antithesis to the false behavioral patterns imposed by the producer lobby through movies and TV. Scientific research converges on the fact that drinking causes sadness, in defiance of the frothy and irresponsible advertisements to which young people in the EU are exposed. And the psychological malaise is aggravated by the amount and intensity of consumption, which is associated with concrete risks of addiction. (3)

Driving under the influence of alcohol, not least, significantly increases the likelihood of causing fatal traffic accidents. By 17.8 times, according to a modern French scientific study where it is estimated that 27.7 percent of all fatal accidents could be prevented if drivers did not exceed the legal limit for alcohol. (4) Consumption of alcohol is in any case detrimental to driving and exposes one to the risk of criminal prosecution, as well as license withdrawal.

Zero and low alcohol, the unexpected success in the UK


The Independent
refers to a 2018 study where it notes the complete abstention from alcohol of 30 percent of British youth. (5) A surprising figure in a country where alcohol consumption is entrenched and widespread with epidemic criticality. And it is perhaps the evidence of its negative health effects that has stimulated conscientious behavior in much of the youth population. On the other hand, as it turns out, the disadvantages tend to outweigh the advantages.

The ‘no alcohol’ and ‘low alcohol’ movement has spread without ideology or religious dictates, even among older people, under the banner of health and self-love. Line and fitness, serenity and lucidity, without nostalgia for hangovers the day after excessive libations. Sobriety, however, does not mean giving up either sociability or the pleasure of alternative beverages. Which are required to be different than water, sugary carbonated drinks but also the more mundane non-alcoholic beers.

Quality non-alcoholic bubbles, the British example to ponder

The British market has therefore turned toward ‘zero’ or ‘low’ alcohol beverages (6)-with a distinctive quality. Non-alcoholic bubbles designed as such, with the use of special technologies to achieve structures and flavor profiles that meet the expectations of an evolved consumer target. Expectations that in fact match those of the corresponding alcoholic drinks.

Jeanne Gould’s review for The Independent celebrates in particular some non-alcoholic cider, apple and pear references from Normandy and Great Britain. Lucky Saint beer , made from Bavarian mineral water, selected malts and hops. And some others, such as DrynksSmashed Citrus, which in turn has invested in a vacuum distillation process that can extract the spirit from drinks without altering the flavor.

Savings on excise taxes on the other hand allow shrewd operators to devote resources to true beverage quality. Beverages that the health- and line-conscious consumer should be able to distinguish and choose as enjoyable and not, trivially, just because they are non-alcoholic. Cider and beer as well as wine and de-alcoholized sparkling wine. And it is in Italy, in Trentino, a forerunner of quality nonalcoholic wines. Michele Tait, founder of Princess Srl.

Therefore, a different way of drinking is possible and beneficial, without thought and without alcohol.

Dario Dongo

Notes

(1) Terry Slevin et al. (2017). Why Is Alcohol Cancer’s Best-Kept Secret? Addiction. Feb 2017. doi: 10.1111/add.13640

(2) Refers com certainty to liver, colon, rectum. Sinus, oropharynx, larynx, esophagus. V. Connor J. (2017). Alcohol consumption as a cause of cancer. Addiction. 2017;112(2):222-228. doi:10.1111/add.13477

Khushalani JS, Qin J, Ekwueme DU, White A. (2019). Awareness of breast cancer risk related to a positive family history and alcohol consumption among women aged 15-44 years in United States. Prev Med Rep. 2019;17:101029. Published 2019 Dec 9. doi:10.1016/j.pmedr.2019.101029

(3) Awaworyi Churchill S, Farrell L. Alcohol and depression: Evidence from the 2014 health survey for England. Drug Alcohol Depend. 2017;180:86-92. doi:10.1016/j.drugalcdep.2017.08.006

Santangelo OE, Provenzano S, Florence A. (2018). Anxiety, depression and risk consumption of alcoholin a sample of university students [Anxiety, depression and risk consumption of alcohol in a sample of university students]. Riv Psychiatr. 2018;53(2):88-94. doi:10.1708/2891.29157

Hogarth L, Hardy L, Mathew AR, Hitsman B. (2018). Negative mood-induced alcohol-seeking is greater in young adults who report depression symptoms, drinking to cope, and subjective reactivity. Exp Clin Psychopharmacol. 2018;26(2):138-146. doi:10.1037/pha0000177

(4) Martin J-L, Gadegbeku B, Wu D, Viallon V, Laumon B (2017) Cannabis, alcohol and fatal road accidents. PLoS ONE 12(11): e0187320. doi:10.1371/journal.pone.0187320

(5) Joanne Gould.
12 best low and alcohol-free drinks for sober October
. The Independent, 30.9.19,

(6) Moreover, the concept of ‘low alcohol content‘ lacks any normative reference in Europe. See previous article https://www.greatitalianfoodtrade.it/etichette/alcopops-l-abc-etichette-da-rifare