Man vs Machine

Will science be the new luxury in alcohol,
or a vilified hack of tradition, heritage, and craft?

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Ali Carbone | December 1, 2021
Mind

- 10 minute read -

Can a spirit without alcohol still be called a spirit?

What if it was created in two days using the most advanced technology in the world— could it claim the flavor/prestige of a spirit aged 20 years? And when we see the shift to machine made, who’s judgment can we trust when it comes to taste?

Disrupting an industry in the name of innovation will come at a price, but is it worth the premium cost it commands?

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NON-ALCOHOL FAUX SPIRITS

Premium, sophisticated, and sociable alternatives that make a distinct, personal statement.

Rooted in the emerging audience of wellness-focused—this class of drinks is for the so-called “sober-curious.” And they’re making an impact: Non-alcoholic beverage sales increased 33% to $331 million over the last 52 weeks, according to data from Nielsen.

Today there are more than 100 brands, from Damrak Virgin 0.0 Gin sourced in Amsterdam, to Free Spirits Kentucky 74 zero alcohol Bourbon, to Monday “Free of Alcohol, Full of Spirit” whiskey…some winning medals like “Best Non-Alcohol Spirit.” Oxymoronic sounding, really.

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SCIENCE GONE MAD

Lost Spirits invented a “reactor” that can produce award-winning spirits with the same characteristics of a 20-year, barrel-aged product in just two days.

By reverse engineering the elemental composition of aged spirits, the company invented the world’s first bona fide time machine for alcohol. Their peated American single malt whisky is super-premium priced at $165 per 750 ml; and Navy Style Rum is a top tier price of $95.

The company also created a combined distillery and amusement park tour in Las Vegas, which marries the sipping experience to the imagined settings they might come from, something Playboy described as, “The Willy Wonka of booze.”

Licensing the technology has already begun. The potential result?

A range of spirits that challenge the age-old notion of revered tradition, time-honored process and human craft at a price that completely disregards the shortcut it takes to make them..

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CBD AND ADAPTOGENIC ENHANCED LIBATIONS

Where faux spirits may not be able to deliver the effects of alcohol, CBD and adaptogenics (as per our article ,’The Future Beyond Alcohol'), are further challenging the spirits category, focused on mood-changing benefits that alcohol is forbidden by regulation to mention while providing targeted functionality that alcohol cannot.

Labeled as a dietary supplement, Kin Euphorics, seeks to create a new category using adaptogenics, botanicals and nootropics. According to founder Jen Batchelor, “The simple notion of nourishing the brain in a social setting - this just wasn’t done or thought of before. I realized we could help people achieve a sense of relaxation and even revelry without hurting their minds, hearts, skin, integrity, or endocrine systems.

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Thanks for reading this article in our series The Future of Alcohol.
To discover more about how brands, products, and experiences are set to radically transform,
click here.

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Do you have questions or ideas around this story? Get in touch!

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