A new range of zero-proof spirits is set to hit duty free and airline markets looking to capitalise on the Millennials’ teetotal trend.
STRYYK™, a new range of zero-proof distilled spirits is launching into the global travel retail, airline and airport food & beverage markets, in a bid to offer consumers a flavour-driven and stylish alternative to alcohol and capitalise on the growing trend for sobriety.
The introduction of STRYYK is in response to latest figures* which show that both Millennials and Generation Zs are drinking less and that this trend is accelerating, with more than one in three 16-24 year olds in the UK abstaining from alcohol.
Distilled and bottled in the UK, the STRYYK portfolio features STRYYK NOT GIN, STRYYK NOT VODKA and STRYYK NOT RUM and is packaged in a distinctive bottle with a premium cork closure. All three variants are available in a 70CL bottle for the F&B sector, and soon to launch 37.5cl gifting bottle for travel retail and a 5cl bottle for in-flight service.
Created by drinks industry entrepreneur and founder of Funkin Cocktails, Alex Carlton, all three expressions are 100% natural with no sugar, no fat, no carbs and no artificial flavours.
• STRYYK NOT VODKA
◦ A distillation that combines the warming spice of capsicum and the cooling notes of cucumber and menthol, to emulate the characteristics of a classic pure vodka
• STRYYK NOT GIN
◦ A distillation that includes hints of delicate herbs (Coriander, Sage and Basil) and the classic juniper notes that mark this as a derivation of a London Dry Gin
• STRYYK NOT RUM
◦ A distillation that blends the sweet sugar cane and raisin notes with the characteristic vanilla and oakwood tones that help to create a perfectly balanced spiced rum zero proof spirit
The trend towards abstinence amongst young adults is being driven by a multitude of factors, including the rising cost of alcohol, concerns over health, the pressures of social media and ultimately that being drunk no longer fits in with their lifestyle.
“Research shows that teetotalism is becoming increasingly mainstream among younger generations who are looking for credible alternatives to soft drinks. With so many consumers now choosing to stay sober or drink less, it is important for operators to remain relevant, meet consumer needs and embrace this new trend,” explains Alex Carlton, Elegantly Spirited CEO. “Also as the airline industry continues to focus on reducing the amount of alcohol consumed pre and in-flight, now is the perfect time to include a credible zero-proof alternative on drinks menus.”
STRYYK has developed a range of serve suggestions with some of London’s top bars and mixologists to assist airport lounges and airlines offer a delicious STRYYK no and low drinks menu.
Launched in the UK in autumn 2018, STRYYK has quickly established itself as a go-to zero-proof spirits brand for top bars and venues across London and beyond. Listings include; Caravan Group, Arkell’s Brewery, Notes Coffee, Daisy Green Collection, Fromagerie, Nine Lives, Bounce, Puttshack, Clos Maggiore, The Office Group, The Ministry Creative Workspace, The Botanist and St Pancras Renaissance Hotel, demonstrating the broad appeal and opportunity for this disruptive innovation.
*Source: University College London on behalf of Health Survey for England 2005-2015. 9,699 16-24 year olds across the UK.
STRYYK signature serves include:
STRYYK NOT VODKA, SODA & LIME
50ml STRYYK NOT VODKA
12.5ml fresh lime juice
125ml soda water
Garnish: fresh lime wedge
Method: Build over ice and serve in a highball
STRYYK NOT GIN & TONIC
50ml STRYYK NOT GIN
Indian Tonic Water
Garnish: Lime Wedge
Method: ill a glass with ice
Add NOT GIN and top with tonic
STRYYK NOT RUM & GINGER ALE
50ml STRYYK NOT RUM
125ml Ginger Ale
Garnish: Orange Wedge
Method: Fill glass with ice
Add STRYYK NOT RUM and top with ginger ale
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