Leading 'ethnobotanist' creates Australian first with non-alcoholic beverage that mimics the real thing
/One of the world's leading ethnobotanists has worked with the Australian team that turned Rekorderlig Cider into a global success story and helped build the billion-dollar-plus fruit cider category to create a non-alcoholic beverage that mimics the relaxing and buzzy feeling of alcohol consumption.
Kerry Hughes, M Sc, RH, of California has worked with Sydney-based Saintly Beverage Co to create Noot, a range of non-alcoholic cocktails blended with nootropics with a cognitive boost. The team believe this drink will spearhead a new beverage category pioneered in Australia.
The non-alcoholic drinks market is growing substantially in Australia, with recent data showing a 72 per cent annual retail growth last year (26 times higher than total retail liquor) and a retail market worth $152 million[1]. The market is demanding drinks that contain no alcohol but still appear 'cool'. Data shows 35 per cent of Aussies aged 18-44 hide from their mates that they're not drinking alcohol or drinking lower-strength products[2].
“The herbal blend in Noot was formulated to provide adaptogenic, nootropic and nervine qualities. This means it supports healthy cognition and the nervous system while also helping the body and mind adapt to stress or to de-stress, relax and enjoy at the end of the day. The formula includes a green oat extract clinically studied for supporting cognitive performance. Green oat preparations have been traditionally used for supporting poor concentration, fatigue and irritable mood since medieval times," said Kerry.
The Aussie team behind Noot formed the business after they sold the distribution rights of Rekorderlig Cider in the US, UK and Australia and began to look for the next trend in drinks they could exploit, using their experience and established distribution networks.
Co-Founder Kieron Barton says: "Like Rekorderlig, our goal was to do something different, new and exciting and disrupt a category. We fell into no-alcohol during the pandemic when we were avoiding drinking, and all we could find were average-tasting alcohol-free drinks that were full of sugar and, to be honest, were just a bit beige.
“We wanted drinks that tasted better, were healthier and would give consumers trying to avoid or cut down on alcohol a drink they would feel proud to be seen with. We knew that both the low and no-alcohol trend was on the rise here and overseas, and in the US the nootropic and adaptogen wave was beginning to rise, and we thought, could you blend the two?
“Over six months our team perfected the blends into cocktails that mimic the buzz of alcohol and make you feel uplifted and relaxed without any of the adverse side effects. In addition they are sugar-free, just 10 calories, vegan-friendly, gluten-free and with all-natural flavours and colours."
Noot comes in three cocktail variants: Classic G&T, Negroni Spritz and Ginger Mule. All contain zero alcohol and zero sugar, have a full cocktail taste at just ten calories per serve, contain all-natural nootropics and give a cognitive buzz.
