Podcast to Post: ep#57 Why non-alc is boring: with Rish Ravalia & The Pathfinder
When Rishi Ravalia, UK Country Manager for The Pathfinder*, first got approached about joining another non-alcoholic brand, he was reluctant, to say the least. After years of working in big alcohol for Diageo and then an incredibly exciting time with the category pioneering team behind Seedlip, managing their Australia and Asia Pacific territories, there was nothing that really floated his boat,
"I actually think non-alc's really boring now."
That's quite a statement.
And it set the tone for the rest of our conversation, which was open and honest but most definitely frank! It is also well worth a listen because Rish's take on why the category is boring (and how to fix it) might just change how you think about non-alcoholic drinks.
The Problem with Non-Alcoholic Drinks? We're Taking Ourselves Too Seriously
"I think it's sometimes a little bit too serious," Rish explains, "and I think the angle of non-alcoholic [marketing] isn't necessarily the angle that the majority of non-alcoholic drinkers want to hear."
And he may well have a case. Scroll through social media or walk down a supermarket aisle, and you'll see many (not all) non-alcoholic brands shouting about wellness, clean living, and sobriety, which is fine for some but likely not for the 90% of people who drink non-alcoholic beverages but also drink full-strength alcohol.
"For the majority of people that have a healthy relationship with alcohol and sugar and fat and exercise, it's a holistic approach to lifestyle, right, and I think that's why 90 per cent of non-alcoholic drinkers drink Non-alcoholic drinks: because it makes up part of their lifestyle."
So what do consumers want, according to Rish and the team at The Pathfinder*?
"What you want to do is have a brand that speaks to you and asks, 'Are you not drinking today or for this round of drinks? Because if you're not, do you want something that tastes great and looks cool?' Then it's like, yeah, okay,"
The Real Talk About Where We're At
For all the buzz around non-alcoholic drinks, Rish reports that they only make up about 1.2% of global alcohol sales. As Rish puts it,
"I think we talk about non-alc more than it's being drunk."
He shared a conversation he had with one of the UK's best bars, where non-alcoholic drinks made up just 0.6% of their total drink sales. I wondered if perhaps this was the moment for some 'chicken and egg' type reflecting: 'If you stock it, will they come?
But it's not all negative. Rish proudly anoints the UK as "the most sophisticated non-alcoholic market in the world". We're not just grabbing whatever alcohol-free option is available anymore – we're getting picky. And that's a good thing.
Quality Matters (And So Does Price)
One of the biggest challenges Rish sees for the category? Sub-par products.
"If you're trying non-alc in bars and restaurants and it's not very good, you just won't go back,"
And he's right – how many times have new drinkers tried a non-alcoholic alternative, been
disappointed, and written off the entire category? To me, it's a bit like going to a restaurant, having a terrible burger, and deciding you'll never eat burgers again. Ridiculous, but it happens with AF drinks all too often.
This is where price comes into play. "I would never buy a bottle of wine for £3," Rish points out. "With cost comes quality, not all the time, but sometimes." The same should apply to non-alcoholic options. If we want quality products, we need to be prepared to pay for them.
The Future Isn't Boring
What's exciting is seeing brands that are breaking away from the 'worthy but dull' approach. Brands that understand you might choose a non-alcoholic drink simply because you want a great drink without alcohol – not because you're on a wellness journey or have sworn an oath to sobriety. As Rish puts it,
"The idea behind The Pathfinder was to be bold, you know, to be complex, to be interesting, to be exciting. It's not mimicking, it's not mocking, it's not a fake version of anything. The Pathfinder is The Pathfinder*."
Sticking with Rish's passion for hospitality and inclusivity, he goes on to say,
"Hospitality is for everyone. You don't have to be pregnant; you don't have to be driving; you don't have to be sober; you don't have to be into health and well-being; you don't have to do yoga. You just want a good drink, and you might not want it alcoholic."
I can't argue with that!
My take
Boring is a strong word, but my guest has strong feelings. I would be lying if I said I've never tasted anything in this space that left me wanting. Judging in the Free From Drink Awards last year in the low no category (sponsored by Low No Drinker Magazine), in amongst the gems, I also found myself sadly sipping upon several liquids that had no more personality than lightly infused spring water, 'clean and fresh' sometimes just doesn't cut the mustard.
But I am excited for this space, and I am excited for what's to come. With institutions like the World Alcohol-Free Awards driving up standards and pushing producers to do better and be better, as I said to Rish in our conversation,
"Quality will win out […] As the category grows, as people demand better quality and as producers learn what their consumers want and how to make it, those that aren't quite up to scratch will soon find that they just can't compete. They just won't be able to keep up because people won't come back."
But for those that do, the opportunities to serve a growing populous with growing demand for the finest low, no, light drinking experiences are unparalleled.
You can listen to the full conversation between Rish and me on the Low No Drinker Podcast. Search ep#57 or click here to go to the show notes for links to your favourite podcasting platform.
In the episode, we chat about:
- Rish's story
- Why non-alc is boring
- Growth is coming
- Why bars are struggling to stock good n/a drinks
- Tasting The Pathfinder
- 'Destroyer of bad vibes'
- Why is now the right time to launch in the UK?
- How to get the bar industry enthusiastic about low/no
- The BBQ-Q
And remember to rate & review the show so we can help more people live a life less intoxicated.
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