Beverage brands aims to pioneer ‘social softs’ drinks category
By Oliver Morrison
- Last updated on
ZAG claims it is the perfect refreshment for when you’re not drinking or cutting back whilst enjoying a social occasion or eating food. Rather than attempting to replicate an existing alcoholic drink, ZAG aims to offer an entirely new and unique flavour; blending familiar refreshing flavours such as cucumber, mint and citrus with less common, more adult flavours including green tea, natural hemp flavouring and kombucha.
ZAG was co-founded by Fraser Duncan and Jerry Goldberg. The two friends met up regularly over a pint but had recognised that drinking at every social occasion was unnecessary (and damaging to their health and wellbeing). Alcohol-free beers and wines made them wish they were drinking the real thing, and soft drinks were far too sweet to stick with all night. At a loss for what to drink that didn’t contain alcohol nor compromise on flavour or ingredients, the pair put pen to paper and began to scribble down everything that was missing from a quality non-alcoholic drinking experience.
Managing Director of ZAG Drinks, Bonnie Hatcher, said: “We firmly believe that non-alcoholic drink menus should be prioritised just as much as wine lists, cocktail menus and other alcoholic options; we’re determined to be change drivers within this area of the industry and want to empower bars, restaurants and pubs to take the pressure out of social occasions for their customers.
“By offering healthier, tastier alternatives to the traditional offerings of sugary soft drinks, alcohol-free beers and more on the market, venues can help too by providing grown-up flavours and experiences for customers.”