Tiny But Mighty G

arage Project has introduced its Tiny Hazy IPA and Tiny XPA. The range is specially fermented, giving the juicy hop character and tropical aromatics Garage Project is renowned for, all without the alcohol. Full of big flavour without booze, these tiny but mighty beverages can be enjoyed anytime.

that consumers still enjoyed drinking. However, the push for zero-percent resulted from the desire to half alcohol consumption, with some choosing to leave drinking for special occasions only.

Growth within the better-for-you market centres on creating availability and accessibility to support consumers wanting to make healthier choices. This includes ensuring there are limited options with preservatives and artificial ingredients, which, if they are present, Allan advised should be clearly labelled to help consumers discern between their options.

“There is certainly room in this space for quality sparkling wine varietals, great tasting beer options and creative adult ready-todrink options.”

Allan revealed that Finery had exciting innovations and longer-term projects underway that have presented the company with opportunities to develop new beverage ranges using local ingredients ready for Spring to support consumers looking to moderate and choose a healthier alternative for their health and the environment.

However, the most significant challenges the zero beverage industry faces moving forward is shelf space and location in supermarkets. Allan shared that zero beverages needed to be in the correct location to help consumers buy fewer alcoholic beverages in favour of zero drinks. Therefore visibility and location are critical for consumers to avoid missing buying opportunities.

Furthermore, Allan shared that with the category’s growth, new brand offerings will enter the zero beverage space, making product development and innovation important to maintain a point of difference to avoid having copies of the same flavour or beverage with a price war between manufacturers.

Thirdly, Allan stated that working closely with category managers to inform them of new developments and innovations in the zero beverage space was vital in helping the category’s growth and giving consumers access to the best options.

Finery prides itself on its unique flavour combinations that are light and refreshing, designed to be consumed daily as individuals would enjoy a glass of wine with dinner. The range has been crafted to replicate the brand’s low-alcohol recipe from 2019 from a seven-times distilled white spirit, with its overarching goal being to present consumers with a choice to drink or not drink alcohol without judgement.

“Our drinks look the same and taste the same with or without alcohol, leaving the social validation out of the question.”

Each Finery drink is crafted with health and well-being at the forefront, with little to no sugar, and no preservatives or sweeteners, using locally sourced ingredients where possible whilst maintaining flavour and affordable price points.

The packaging is light, recyclable and 100 percent home-compostable.

Allan’s personal favourite Finery beverage is the Giner Green Tea, Honey Mint and Lemon in either the zero or five percent.

“Is so mouthy, and we have just reformulated the recipe to give that extra Ginger spiciness. I love this tipped-over ice on its own or with a slice of lemon.” n