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2nd of August 2021, by Damien Guichard

Mindful Drinking: Not a Trend, but a Movement with Potential

The low and no-ABV trend continues to gain ground. One example of how much heart and soul goes into new non-alcoholic creations is the Berlin "Mindful Drinking Club".

 

Since May, the Berlin mixology landscape has a new, unusual place whose name says it all: the "Mindful Drinking Club". For the two founders, Jenny and Max, mindful drinking is not a trend, but a movement with great growth potential.

 

You’re not drinking, but why?

 

It's no secret that alcohol can be toxic and that addiction is real. Yet, much like vegetarian or vegan dishes, consumers still seem hesitant when offered an alternative. So, some people are still a little afraid of what they don't know or understand, or feel that something is being taken away from them, when in fact it is the other way around. "We are only here to offer options and not to make people feel guilty or change their behaviour," says founder Jenny.

 

Should I stay or should I go?

 

Our society has a unique relationship with alcohol. Alcohol is the only drug where you have to justify not consuming it. The Mindful Drinking Club wants to change that. Jenny and Max agree that low and no-ABV is a fad, but not a phase. "I think it will take a while for establishments and guests to get used to it and accept it," says Jenny.

 

"We need to shake things up".

 

They even expect a general shift to a more mindful lifestyle and a generational shift. "Take the example of viticulture: wine production is being taken over by a newer generation. These young producers want to continue the tradition of wine production, but they also ask themselves 'what else can we do?'" The founders agree that more and more habits are being challenged. "That doesn't mean we should change everything completely, but we need to shake things up and strive to improve quality."

 

Non-alcoholic products

 

The variety and quality of low- and no-ABV products landing on the market is now increasing, as is the quantity. What started as a niche product is finding its place in the mainstream market. Big brands that produce non-alcoholic options can help hesitant consumers get comfortable with this segment. Jenny and Max are certain that some consumers might never have set foot in the Mindful Drinking Club if it weren't for big brands increasingly introducing non-alcoholic versions of their favourite beers or aperitifs.

 

Not a substitute, but a category of its own

 

But what Max and Jenny want to offer goes beyond such products: they want non-alcoholic beverages to no longer be regarded as "alternatives", but to present consumers with high-quality products that form a category of their own. Because the biggest prejudice of the mindful-drinking culture is comparison: it is practically impossible to make an alcohol-free product that tastes like a traditional alcoholic one. So, to come into this category and expect equivalence is a faux pas.

 

Discovering a new world of drinks with a new expectation

 

The Mindful Drinking Club also wants to make the topic more accessible and show its guests that a whole new world of drinks opens up once you have given up your expectations. Exchange and education as well as the transfer of knowledge are important components of their concept. "With non-alcoholic products, you have to rethink how you approach cocktails because you can't follow the usual protocol of combining spirits," Max explains.

Don't copy, but create new

 

There are already some examples from the drink’s scene, such as Easip: they are not trying to replicate the flavour profile of an existing alcoholic drink, but to develop a completely new flavour profile. Most of the products on Jenny's and Max's shelves don't mention that they are alcohol-free. They are simply high-quality, sustainable products that happen not to contain alcohol. They're also not interested in brands that de-alcoholise: "Because that means taking something out of a perfectly fine and finished product."

 

So where does the Mindful Drinking Club fit in?

 

The Mindful Drinking Club is both an online shop and a physical location in Prenzlauer Allee. It is a bright, open space that invites conversation and discovery. Customers can talk here not only about the products themselves, but also about the concept. So, it's a kind of showroom and workshop space for mindful drinking in Berlin. Even the interior design shows that this is no ordinary shop. There is a big island in the middle to share drinks and ideas. It is also a place to explore. A place of exchange where everyone is welcome to share and learn.

 

It is good to diversify

 

During the pandemic, the two founders also learned that it is good to diversify: Therefore, the two are planning to host workshops and invite people to host their own workshop. The goal is to make the topic more accessible. The club is thus inclusive for its members, but exclusive when it comes to products, because there are strict criteria: Larger companies are expected to be certified organic. Producers who do not fit the philosophy are kindly rejected.

 

Joint case studies with the guests

 

There should also be own products that are sold in the shop. For example, flavours can be extracted with the rotovap. It is used for drinks and cooking, but also as a teaching tool. "What if we take the alcohol out of the wine and show people what that does to the wine," Max muses. "How does it taste when you take something away from it? There's a huge range of case studies we can't wait to work on together with our guests."

 

Technologically mindful

 

Technologically, too, the two are mindful. They work exclusively with card payments and as Max is originally a software engineer, they have developed their own digital platform with ethics and transparency in mind. The Mindful Drinking Club also rejects the use of cookies. They want to host everything in Germany. There will be no tracking of products from the US, which is otherwise very common.

 

You can find out more about the Mindful Drinking Club, 31, Prenzlauer Allee, 10405 Berlin, at:

https://mindfuldrinking.club/