My take on Better For You Drinks...

With it being January and 2025 is going to be a huge year for those choosing to moderate their alcohol intake, here's some of my thoughts on the subject:

When I first heard about the "Better for You" campaign, I’ll admit I thought it was just another marketing gimmick. You know the type: slap a green leaf on the label and suddenly it’s good for you. But then I did some digging – because, let’s face it, who doesn’t want to indulge a little while still feeling like they’re making a healthier choice?

Let’s break it down. The "Better for You" movement is all about offering options that make consumers feel good about their choices, whether it’s about health, sustainability, or just avoiding the dreaded sugar crash. And, surprise surprise, it’s not just about your morning smoothie or those plant-based protein bars that taste like optimism. No, no, no, it includes alcoholic beverages too. Yep, you read that right: booze that’s better for you. Cheers to that!

So, what exactly falls under this "Better for You" umbrella? Compass Supply Solutions Ltd, who know a thing or two about industry trends, see this category as products that offer something extra (or less, depending on how you look at it). Lower sugar, fewer calories, natural ingredients, sustainable practices – these are the hallmarks.

Take hard seltzers, for example. These fizzy delights have been taking the world by storm, and for good reason. They’re light, refreshing, and come with a fraction of the calories of your standard cocktail. Brands like High Water and White Claw have mastered the art of making you feel like you’re having a treat without the guilt. It’s like the yoga leggings of alcohol: comfy, stylish, and practical.

Then there’s the low-alcohol and no-alcohol or even mid strength category, which has really come into its own. Ever tried a mid-strength spirit drink? Brands, like Session Spirit, have elevated this to an art form. It’s perfect for those nights when you want the ritual of a cocktail without the hangover or awkward morning-after texts to your ex.

But let’s not forget wine and beer. Low-alcohol and low-carb beers are becoming staples. The idea here is simple: enjoy the same taste you love without the extra baggage, this can be found in the wine category too with the likes of 6Percent Wine who have mastered the art of producing wine at lower alcohol that actually tastes like the real thing, again providing quality and taste but without the high alcohol content. I view it as the fact that consumers want balance. They’re not necessarily giving up indulgences; they just want smarter choices. It’s like swapping fries for a side salad and then stealing a few fries anyway. It’s all about balance, people.

Even spirits are getting a makeover. Vodka brands like Ketel One Botanical have introduced low-calorie, naturally flavoured options that are as delightful to drink as they are easy on the waistline. Imagine sipping on a peach-and-orange-blossom vodka soda and feeling a tiny bit smug. It’s possible I tell you.

Of course, there’s more to "Better for You" than just personal health. Sustainability plays a huge role. Brands that prioritize eco-friendly packaging or ethically sourced ingredients fit right in. It’s about feeling good in every sense of the word. When at work I like to highlight how even small changes, like using recycled materials for packaging, make a difference.

So, what’s the takeaway? The "Better for You" campaign is about more than just products; it’s a mindset. It’s about making choices that align with your values, whether that’s cutting back on sugar, embracing sustainability, or just not waking up with a pounding headache. It’s not perfect – and, let’s be honest, sometimes you just want the full-fat, sugar-loaded, glorious original. But having options is empowering.

Next time you’re scanning the shelves, keep an eye out for these better-for-you options. Whether it’s a guilt-free cocktail, a sustainably made wine, or a non-alcoholic beer, there’s something out there for everyone. And if you’re ever in doubt, take a page from my book: balance is key. Just don’t forget to raise your glass to that!