ATLANTA — Bar None, a new brand of nonalcoholic beverages from the Coca-Cola Co., features cocktail-inspired flavors and ingredients such as apple cider vinegar, green tea and peach puree. Varieties include Spiced Ginger Mule, Bellini Spritz, Dry Aged Cider and Sangria.
Sweetened with juice or cane sugar, the bottled drinks contain between 70 and 130 calories.
Bar None was born out of a desire for more sophisticated booze-free beverages than sugary mocktails or club soda with lime. A team working in the Coca-Cola Co.'s Venturing & Emerging Brands unit created the product line, tapping several industry veterans to bring Bar None to market, according to the company.
“We talked about not wanting to drink as often, or as much, as we had before,” said Sabrina Tandon, general manager for Bar None. “We wanted something we could actually look forward to enjoying as much as an alcoholic drink — something sip-able and savor-able.”
More than a third of regular drinkers seek out nonalcoholic options, according to brand research, and younger consumers — millennials and Generation Z — are imbibing less than previous generations.
“People are choosing not to drink for many different reasons,” Ms. Tandon said. “We’re not targeting a certain demographic … we’re targeting a mindset.”
Within 10 months of ideation, Bar None debuted this past October at the Taste of Atlanta festival, where 93% of survey participants said they would buy the beverages, and 78% said they would drink them without adding alcohol or other ingredients.
In liquor stores, the brand is positioned as a mixer, and the products may be used as a shortcut ingredient in several cocktail recipes, Ms. Tandon said.
“This is a new category we’re helping to create,” Ms. Tandon said. “We’re a first mover in this space, which we think has a lot of potential. Our initial focus is on learning … we’re hoping that launching first in our backyard will be a recipe for entrepreneurial success.”
Coca-Cola is testing Bar None in Atlanta. The beverages may be purchased online at drinkbarnone.com.
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