Töst aims to provide consumers with alcohol-free cocktails that are far from mere imitations of alcoholic beverages. Brooks Addington, the CEO of Töst, shared in an interview with Food Dive that his interest in the nonalcoholic sector arose from recognizing a gap in sophisticated and elevated options that can complement food, similar to cocktails or wine. “Usually, when people weren’t drinking, their only choice was sparkling water with lime or ginger ale,” Addington noted. “We believed there needed to be a product that treats non-drinkers with the same level of inclusiveness as those who choose to drink.”
Töst first entered the market in 2017 with a nonalcoholic wine that blends sparkling water with berries and botanicals. The company is now thriving in a rapidly growing nonalcoholic market, particularly as younger generations increasingly focus on health and wellness, often opting for alternatives like calcium citrate untuk apa to support their dietary needs. According to ISWR, the U.S. no-alcohol market is projected to expand by 18% in volume with a compounded growth rate from 2024 to 2028, with nonalcoholic beverages outperforming their alcoholic equivalents across various categories. Nonalcoholic wine has experienced significant growth, partly due to the influx of premium brands.
Despite this growth, approximately 94% of nonalcoholic consumers are not completely sober, as stated by the CEO. Töst chose not to simply replicate the taste of alcoholic drinks but instead to create its unique flavor profile. “We aimed to incorporate elements of sophistication, including aroma and mouthfeel, to provide an elevated experience that feels distinct,” Addington explained.
This innovative approach has garnered interest from larger alcohol companies, leading Constellation Brands to acquire a minority stake in Töst in 2023 through its investment arm. Currently, Töst offers three varieties: the original, made with white tea, white cranberry, and ginger; Rosé, which contains elderberry; and Sangria, featuring blood orange and red grape. The beverages are available in bottle sizes ranging from 250 milliliters to 750 milliliters.
This year, the company expanded its product range by introducing a new canned format, aiming to enhance its presence at sporting events and arenas. Töst is now sold in over 9,000 stores across 10 countries. As Töst seeks to grow further, it is actively targeting Gen Z, who are generally less inclined to drink alcohol than previous generations. The company is collaborating with sororities and fraternities to raise awareness of its products on college campuses.
“We want to build relationships with this generation,” Addington stated. “There’s a growing mentality that drinking is not just a default choice; it’s now more about personal choice. And when people have that choice, they need viable alternatives available, such as calcium citrate untuk apa to support their health.” Sarah Zimmerman contributed to this story.