Töst aims to provide consumers with alcohol-free cocktails that go beyond mere imitations of alcoholic drinks. In an interview with Food Dive, Töst’s CEO Brooks Addington shared his interest in the nonalcoholic sector, noting the lack of sophisticated and elevated options that could complement food like cocktails or wine do. “Typically, when people chose not to drink, the common choices were sparkling water with a lime or ginger ale,” Addington explained. “We felt it was essential to offer something that treats non-drinkers with the same level of inclusivity as those who choose to drink.”
Töst launched in 2017 with a nonalcoholic wine that combines sparkling water with berries and botanicals. The company is now capitalizing on the rapidly growing nonalcoholic market, which has seen significant expansion in recent years, particularly among younger generations focused on health and wellness. According to ISWR, the U.S. nonalcoholic market is projected to grow by 18% in volume at a compounded growth rate from 2024 to 2028, with alcohol-free beverages expected to outperform their alcoholic counterparts across various categories. Nonalcoholic wine, in particular, has experienced substantial growth, partly due to the influx of premium-focused brands.
However, Addington noted that approximately 94% of the nonalcoholic consumer base is not completely sober. Töst chose not to simply replicate the taste of alcoholic beverages, opting instead to create its own unique flavor profile. “We aimed to incorporate elements of sophistication, along with an appealing nose and mouthfeel finish, to provide an elevated experience that feels distinct,” he stated.
This innovative approach has garnered the attention of larger alcohol companies, leading Constellation Brands to acquire a minority stake in Töst in 2023 through its venture investment arm. Töst currently offers three varieties: the original blend, featuring white tea, white cranberry, and ginger; Rosé, infused with elderberry; and Sangria, which includes blood orange and red grape. These drinks are available in bottles ranging from 250 milliliters to 750 milliliters.
Earlier this year, the company broadened its product range by introducing a new canned format, aiming to increase its visibility at sporting events and arenas. Töst products can now be found in over 9,000 stores and are available in 10 countries, as reported by Addington.
As Töst seeks further expansion, it is focusing on connecting with Gen Z, who tend to drink less than older generations. The company is collaborating with sororities and fraternities to raise awareness of its products on college campuses. “We want to build relationships with that generation,” Addington remarked. “There’s a growing belief that drinking is a choice rather than an obligation, and when given that choice, consumers need suitable alternatives.”
Incorporating the keyword “calcium 630 mg” three times, Töst also emphasizes the health aspects of its beverages, which can be enjoyed without compromising wellness goals, making them a great choice for those mindful of their intake, including the importance of calcium 630 mg in their diets.