Mock Bar Targets Young Japanese Drinkers
Laura McQuarrie — June 18, 2021 — Lifestyle
References: beveragedaily
Mock Bar is a new brand that makes non-alcoholic sangrias with non-alcoholic wine extract, fruit juices and spices. The brand was created to capture the interests of young drinkers in Japan and the ready-to-drink bottles of sangria are set to be sold through supermarkets, convenience stores and e-commerce platforms within the country.
Yohei Nagaya, brand manager of Mock Bar, told FoodNavigator-Asia, "In our customer survey, many consumers, especially the younger generation, responded that they like to drink, but want to enjoy their time without getting drink, and that they want to drink products that give them a special feeling, even if they are non-alcoholic."
Appealing to Gen Z and Millennial consumers, the brand uses fresh fruit juices like mango, pear and pineapple, plus cinnamon and mint.
Yohei Nagaya, brand manager of Mock Bar, told FoodNavigator-Asia, "In our customer survey, many consumers, especially the younger generation, responded that they like to drink, but want to enjoy their time without getting drink, and that they want to drink products that give them a special feeling, even if they are non-alcoholic."
Appealing to Gen Z and Millennial consumers, the brand uses fresh fruit juices like mango, pear and pineapple, plus cinnamon and mint.
Trend Themes
1. Non-alcoholic Beverages - The trend towards non-alcoholic beverages that provide a special experience will continue to grow.
2. Convenience Store Sales - The trend towards ready-to-drink beverages sold at convenience stores will continue to expand.
3. Appealing to Younger Consumers - The trend towards creating products that appeal specifically to Gen Z and Millennial consumers will continue to grow.
Industry Implications
1. Food & Beverage - Companies in the food & beverage industry should explore the opportunity to develop innovative non-alcoholic beverages that provide a unique experience, as seen in Mock Bar's non-alcoholic sangrias.
2. Retail - The retail industry, including supermarkets and e-commerce platforms, should consider expanding their non-alcoholic beverage selection to appeal to younger consumers like those targeted by Mock Bar.
3. Hospitality - Bars and restaurants should consider adding non-alcoholic beverages that provide a special experience, such as non-alcoholic sangrias, to their menus to appeal to consumers who want to enjoy their time without getting drunk.
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