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The growing global trend of moderate and mindful drinking has forced many brands to cater to the market of 'sober curious' and non-drinking adults.
In South Africa, the Duchess Virgin Gin & Tonic is gaining popularity as a non-alcoholic substitute to the classic drink.
South African Breweries (SAB) and AB InBev Africa also introduced the first locally brewed alcohol-free beer called Castle Free.
The Duchess co-founders Inus Smuts and Johann Le Roux explain that their drink is not only targeted at teetotallers or designated drivers.
Read: There's no shame in taking a break from booze, says sobriety advocate
Smuts , Le Roux and Castle Free brand director Vaughan Croeser explore the growing health-conscious and 'sober curious' market enjoying non-alcoholic drinks.
With the launch of The Duchess, we've definitely seen a massive demand for the non-alcoholic adult drinks as a new category.
Johann Le Roux, co-founder of the The Duchess Virgin Gin and Tonic
It's about creating a sophisticated product for adult drinks that doesn't have the negatives effects of alcohol.
Johann Le Roux, co-founder of the The Duchess Virgin Gin and Tonic
LISTEN: 'I think alcohol free beer will come in handy this festive season'
People are realising that its much more about the flavours than just going out and drinking.
Johann Le Roux, co-founder of the The Duchess Virgin Gin and Tonic
It's about being part of those social environments without the hangover the next morning.
Johann Le Roux, co-founder of the The Duchess Virgin Gin and Tonic
Also read: SAB introduces alcohol-free ‘Castle Free’
As society progresses, people want to make more responsible choices. There's a shift in the market.
Vaughan Croeser, Brand Director for Castle Lager and Castle Free at South African Breweries
There's a need for moderation and it's a global trend.
Vaughan Croeser, Brand Director for Castle Lager and Castle Free at South African Breweries
Take a listen to the fascinating discussion:
Thumbnail image via The Duchess on Instagram.
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