Meeting Today’s Demand for Less Alcohol

This year will likely be known as the pivotal year for going beyond Dry January and Sober October (though I'm sure the press and Instagram will still love those opportunities to focus). It is truly the breakthrough year for non-alcoholic "adult drinks" served behind the bar, sold in stores, and developed in labs, kitchens and bars at a breakneck pace. It’s all over the industry news and bleeding into the public domain, but is it right for your bar?

I never thought that in my 20th year of business at ELIXIR I would finally see the shift that is currently happening in today’s drinking circles. I, like many others I would assume, had a bit of an epiphany about the need for flavorful, complex, and “adult” beverages in the modern bar scene when my partner became pregnant and stopped drinking alcohol in 2012. She was never a soft drink kind of girl, and was rather bored with most other common simple and unoriginal options, so she asked me to create drinks at home that would be…