Q&A with Gary Read CEO of Bolle Drinks

1. How is consumer demand for no-alcohol products evolving?

Consumer demand for no-alcohol products is rapidly increasing, driven by a heightened awareness of health and wellness. Many individuals are seeking alternatives to enjoy social occasions without alcohol's effects. This trend extends beyond abstainers; a large portion of consumers identify as ‘sober curious,’ exploring lower- or no-alcohol options. At BOLLE, we believe that premium sparkling and still wines play a crucial role in these experiences, allowing consumers to enjoy sophisticated flavours while minimising alcohol content. No- and low-alcohol drinks are becoming essential at social gatherings rather than mere afterthoughts.

2. What are the latest trends in low- and no-alcohol drinks?

As consumers shift towards reduced alcohol intake, we aim to capture this expanding market with high-quality alcohol-free wines. Current trends show a preference for complex flavours and quality ingredients in low- and no-alcohol beverages. BOLLE sparkling wines set a standard by incorporating secondary fermentation, ensuring all wine characteristics derive from the grapes and fermentation alone. This process helps capture the essence of traditional wine, mirroring the complexity and enjoyment of alcoholic varieties.

3. What does a good out-of-home no- and low-alcohol menu look like?

An effective no- and low-alcohol menu should be diverse and engaging, much like a traditional wine list. It should feature premium sparkling and still wines to elevate the experience. Visual appeal is key—using vibrant garnishes and thoughtful presentations enhances the overall experience, encouraging patrons to explore high-quality no- and low-alcohol selections.

4. How can venues creatively commercialise no- and low-serves?

Venues can engage customers through unique tasting events, showcasing products like BOLLE’s non-alcoholic sparkling wines. By employing mixology techniques, bars can create visually stunning and flavourful cocktails. Collaborating with producers helps build community and promotes awareness of high-quality no- and low-alcohol beverages.

5. What advice would you give operators looking to elevate their no- and low-alcohol offerings?

Start with customer feedback and conduct sampling activities to understand preferences. Don’t rely solely on existing wine suppliers, as they often have limited N/A selections; many innovations come from smaller companies. Invest in quality products and develop signature drinks exclusive to your venue. Training staff to confidently promote these offerings will enhance the customer experience.

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