New drinks sector opens up in the UK – thanks to the launch of ZAG

The London-based I’m Still Standing Brewing Co is driving interest in the alcohol-free beer alternatives category with ZAG, a drink crafted from a blend of natural ingredients.

ZAG, which has its own distinctive flavour, is aimed at people who like the idea of alcohol-free beer but not the taste. It has classic beer drinking characteristics – a long refreshing drink that’s not too sweet and can be drunk in quantity – but it does not attempt to mimic the taste of beer.

Alcohol-free beer is the fastest-growing drinks sector in Britain, sales rocketed by 28% in the year until February 2019, but many people do not like the taste of beer with the alcohol removed.

ZAG is being merchandised next to alcohol-free beer brands, which is increasingly overcrowded, and it is an alternative for those consumers who want different options.

The vegan-friendly, zesty, carbonated drink is a crafted blend of kombucha, matcha green tea and botanicals, including lemon, lime, mint and cucumber, with no added sugars or artificial sweeteners. And only 54 calories per can.

Jerry Goldberg and Fraser Duncan, co-founders of I’m Still Standing Brewing Co, who both have extensive experience in the drinks and hospitality industries, said: “ZAG is the UK’s first alcohol-free beer alternative – it sits in a new drinks category that satisfies current consumer trends but is not currently served by existing drinks suppliers.

“It is targeted at drinkers who enjoy socialising, but want to cut down their alcohol intake. These consumers are demanding more choice from the alcohol-free sector as they are dissatisfied with alcohol-free beer and reject conventional soft drinks.”

The pair added: “We are creating a new drinks category that sits in between alcohol-free beer and conventional soft drinks – and ZAG is the first entrant. Nowadays, one quarter of pub visits don’t include alcohol and as a result, there are key opportunities to improve the range of non-alcoholic drinks for customers.”

ZAG has two flavour themes – there is a grassy, floral theme from the kombucha, matcha and hemp components that blends with a citrusy theme from the lemon, lime and mint, providing a balanced drink with a subtle sweetness and enhanced with a light carbonation.

ZAG is sold in 330ml cans or bottles for £1.80 off trade, and £3.50 – £4 for on trade.