With Mixology ZERO, RCR interprets emerging trends by enhancing the experience of conscious drinking.
The world of beverages is experiencing a silent but unstoppable revolution: the exponential growth of No/Lo (No Alcohol, Low Alcohol) cocktails and dealcoholized wine is redefining the way of experiencing sociality, regardless of alcohol consumption.
With the Around the World approach, RCR transforms what in some cultures is a trend and in others a need into a concrete opportunity. This is how Mixology ZERO was born, a project that offers solutions suited to consumers who choose No/Lo alternatives by providing tailor-made answers to the needs of this public and promoting an inclusive consumption experience.
This evolution is part of a broader panorama in which conscious drinking is gaining more and more space. Examples of this focus on mindful drinking are initiatives such as Sober Spring – celebrated from March 20 to June 20 in various parts of the world – which encourage people to reduce or eliminate alcohol consumption for three months, exploring tasty and creative alternatives to classic cocktails.
The phenomenon of “sober bars” – venues specializing exclusively in non-alcoholic cocktails – is just another manifestation of this new drinking culture. The wine sector is also experiencing a significant transformation: the dealcoholized wine market reached 2.26 billion dollars[1] worldwide in 2023, with demand constantly growing, especially in communities where alcohol consumption is culturally limited or prohibited.
Several large spirits brands have already expanded their lines with No/Lo versions of their products: mindful drinking is in fact translating into a growing demand for quality non-alcoholic drinks in the Ho.Re.Ca sector. RCR stands out as a strategic partner for bars and restaurants that want to offer a premium drinking experience even for those who choose to drink without alcohol.
Retail is also dedicating increasingly wider spaces to these alternatives, offering consumers a range of choices never seen before. RCR supports this evolution with an offer dedicated to those who, by choice or culture, bring the experience of drinking No/Lo into their homes, guaranteeing them practical and design packaging solutions in line with emerging consumer trends.
“Drinking is the most natural act that exists,” says Roberto Pierucci, CEO of RCR. “Each of us repeats it several times a day; therefore, if we want to improve the quality of our life, we need to do it while having fun on every occasion! The quality of RCR allows us to have the most ‘fun’ and ‘democratic’ containers, so we are happy to follow the trend of alcohol-free contents. Allowing everyone to enjoy the taste and sensations aroused by a glass of wine or a cocktail is the most civil and inclusive form that can exist.”
RCR, already a point of reference for mixology thanks to its collaborations with the International Bartenders Association (IBA) and AIBES (Associazione Italiana Barmen e Sostenitori), is supporting the offer of solutions that meet the needs of those who work in the sector. Examples include glasses designed for denser contents and more complex decorations, always in superior crystalline Luxion® glass, but also distinctive packs for the Retail channel, designed to strengthen the positioning of the No/Lo segment and guide the consumer in his choice in a clear and explicit way. The company is thus positioning itself as an innovator capable of anticipating the needs of the market. Its 100% Made in Italy production is a guarantee of quality and tradition, values that marry with an approach to consumption inspired by conviviality and balance, key elements of Mediterranean culture.
“When we talk about No Alcohol we are talking about a transversal consumption, which can involve the whole family, from the six-year-old child to the ninety-year-old grandfather,” underlines Pierucci. “This trend is not only a great business opportunity, but a cultural change that we are embracing with conviction. Made in Italy is also synonymous with aperitif and sociality: if we can replicate this experience with quality non-alcoholic alternatives, a new and inclusive future opens up.”
With a careful eye on market changes and a vocation for innovation, RCR confirms itself as the point of reference for drinking, where quality and experience generate the ability to create culture and enhance every moment with the right details.
[1] https://www.grandviewresearch.com/industry-analysis/non-alcoholic-wine-market-report
