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Opinion
Stryyk asterisk aims to eliminate ‘naff mocktails’
Non-alcoholic ‘spirit’ Stryyk is offering the on-trade the chance to add a ‘Stryyk asterisk’ to cocktail menus to indicate the drink that can be made without alcohol and to encourage the removal of “naff mocktails”.
Stryyk is aiming to remove “naff mocktails” with its latest initiative
The campaign will kick-start on 1 October, when the UK on-trade will be able to use Stryyk’s ‘menu-hack tool’ free of charge.
Those keen to take up the initiative can submit their cocktail menus online at stryyk.com/your-menu, where a ‘Stryyk asterisk’ will be placed next to each cocktail that can be swapped for one of Stryyk’s non-alcoholic ‘spirits’: Stryyk Not Rum, Stryyk Not Vodka or Stryyk Not Gin.
It has been created to offer guests non-alcoholic options of original serves, rather than the choice of an “inferior mocktail menu”.
Alex Carlton, founder of Stryyk, said: “The demand for low- and no-alcohol is gathering pace exponentially and it is time for the on-trade to sit up and take action by offering consumers a choice that extends beyond soft drinks and mocktails.
“Our products are category-aligned, plug and play, designed to act exactly like their alcoholic counterparts. You can ‘Stryyk’ all the cocktails your consumers already love with no specialist training required.
“The trade needs to embrace Dry January and changing social trends, and maximise the incremental profit opportunity that the low-and-no sector offers.
“Our free menu-hack tool adds a new dimension to menus, freeing up space using icons in the same way as ‘V’ for vegetarian or ‘GF’ for gluten-free, which are readily understood by consumers.”
The trend for non-alcoholic and lower-ABV drinks has been gaining momentum over the last couple of years, spearheaded by non-alcoholic distilled ‘spirit’ brand Seedlip.
Stryyk first launched in 2018, created by Carlton, who also founded the Funkin Cocktails brand, and Andrew King, chairman of Funkin Cocktails and Elegantly Spirited.
Earlier this year, AG Barr acquired a 20% stake in Stryyk for £1 million (US$1.2m). AG Barr’s Funkin cocktail subsidiary also entered into a long-term agreement to act as the exclusive UK distributor for Stryyk.
Stryyk’s range of non-alcoholic ‘spirits’ includes Stryyk Not Rum, Stryyk Not Vodka and Stryyk Not Gin