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Alcohol-Free Drinks

Nearly one-third of Americans plan to drink less alcohol or stop drinking altogether. Many will save money, and some will lose weight. But more and more people will still enjoy drinks that taste like alcohol—just without the alcohol.

People who don’t drink or want to drink less no longer have to stick to soda, juice, or water. The market for alcohol-free drinks—such as beer, wine, and spirits—is growing fast. In 2023, global sales reached $20 billion, double the amount from five years earlier, according to Euromonitor, a research company. Sales increased by about 20% in 2023, much faster than the 8% growth of alcoholic drinks.

Many young people are choosing to stay sober all year. The percentage of Americans aged 18–34 who drink alcohol has fallen to 62%, compared to 72% twenty years ago, according to Gallup, a polling company. Those who still drink often consume less. A new trend called “zebra-striping” means switching between alcoholic and alcohol-free drinks. More people might reduce drinking if the U.S. surgeon-general gets his way—last month, he suggested adding health warning labels to alcohol.

Big alcohol companies are responding to these changes by creating alcohol-free products. Diageo, a major beverage company, spent two years testing 400 recipes to create a non-alcoholic version of its Captain Morgan Spiced Gold rum. It also bought Ritual, a brand that makes alcohol-free drinks. LVMH, which owns Moët & Chandon champagne, has invested in French Bloom, a company that produces alcohol-free sparkling wines.

Nadine Sarwat, an analyst at Bernstein, a brokerage firm, says that making alcohol-free drinks does not hurt alcohol sales. According to Nielsen, a data company, over 94% of Americans who buy alcohol-free drinks still buy alcoholic ones, too. Some people drink alcohol-free options instead of soda rather than as a replacement for alcohol. These drinks also tend to be more profitable because they cost almost as much as alcoholic ones but have lower taxes.

However, making alcohol-free drinks that taste like the original is difficult. The beer industry has been working on this since the 1970s and is the most advanced in this area. Beer accounts for 89% of non-alcoholic drink sales, while wine makes up 7% and spirits 4%, according to Bernstein. Instead of heating beer to remove alcohol—which ruins the flavor—brewers have developed special brewing techniques, which they keep secret. Athletic Brewing, a popular American brand, is even trying to patent parts of its process.

Now, companies are racing to improve alcohol-free wine. Although there are ways to remove alcohol, such as filtration (reverse osmosis) or spinning-cone technology (which uses centrifugal force), these often harm the taste. Alcohol plays a key role in wine’s flavor and texture. “We are 20 years behind beer,” says Moritz Zyrewitz, founder of The Gentle Wine, a German alcohol-free brand.

Expanding the alcohol-free market has other challenges. Some customers think the prices are too high. Alcohol-free aperitifs, which contain spices and botanicals, can cost around $40 a bottle. In a survey by The New Consumer and Coefficient Capital, 38% of Americans said non-alcoholic drinks should be much cheaper than alcoholic ones.

Brands are working to make alcohol-free drinks more appealing. Corona Cero, made by AB InBev, sponsored the 2023 Olympic Games, while Heineken 0.0% sponsors Formula One. Lucky Saint, another alcohol-free beer company, even opened a pub in London that serves both alcoholic and non-alcoholic drinks. Celebrities are also launching alcohol-free brands. Actress Blake Lively, singer Katy Perry, and Formula One driver Lewis Hamilton have all created their own non-alcoholic drink companies in recent years.

Despite this trend, alcohol sales remain strong. In 2023, global alcohol sales reached $1.8 trillion. In developing countries, people are spending more on alcohol as incomes rise. In the U.S., about 60% of adults still drink alcohol—a number that has stayed the same for two decades, according to Gallup. Older drinkers are making up for the decline in younger consumers. Sales at American liquor stores continue to grow. 

From The Economist 

Saudi Arabia's first super-luxury train

Saudi Arabia will soon have the Middle East’s first super-luxury train. The Dream of the Desert train will start running next year, and its first pictures were released yesterday.

The train is a project between Saudi Arabia Railways (SAR) and an Italian luxury company, Arsenale S.p.A. The designer is Aline Asmar d’Amman, an architect who works in Paris and Beirut.

The train will be very luxurious and will include parts of Saudi culture in its design. The reception lounges will look like a majlis, the special room in Saudi homes where guests are welcomed. They will have beautiful geometric patterns and hand-carved wooden decorations.

The bedrooms will have an elegant style, with green sofas, wood-paneled walls, and Art Deco decorations. There will also be artworks and photographs of important Saudi places. On the outside, the train will be shiny chrome with violet details.

The train will have 34 suites in 14 carriages. A team of local and international chefs will prepare the food for the restaurant.

The train will travel from Riyadh, using Saudi Arabia Railways’ Northern Railway network. The Saudi Ministry of Culture will organize special cultural programs and unique tourism activities for passengers. However, details about these programs have not been announced yet.

The Dream of the Desert will take passengers on luxury train trips from Riyadh to Qurayyat, near the border with Jordan. The 1,300-kilometer journey will pass through desert landscapes and stop in the city of Hail. Some trips will last one night, while others will last two nights.

Paolo Barletta, the CEO of Arsenale Group, said the train will offer "a unique travel experience" that will be "fully immersive."

The Dream of the Desert will begin operating at the end of the third quarter of 2026. Before that, a similar train, the Dolce Vita Orient Express, will start running in Italy in April.

From CNN (edited)