May 25, 2025 • 15 mins
Plus: Michelle Lam talks Bronx Bull Bourbon Whiskey at the NYC Whiskey & Spirits Festival, Andrea Young creates a wine-chocolate pairing with Aubrey Graf-Daniels of The Ancestral Vine
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:05):
Hi, everyone, Welcome to Beverige Chronicles. I'm your host, Gary
Montroso we have a lot to get to on today's show,
so let's get started. The non alcoholic beer scene is
making strides in certain markets while facing challenges and others.
But what's the reason behind this? The differences in adoption
(00:27):
rates can be quite significant. Statistically, according to Global Data,
the parent company of Just Drinks, Germany holds the title
for the largest zero percent beer market in the world.
In the Czech Republic, which boasts the highest beer consumption
per capita, over eight percent of the total beer consumed
(00:47):
in twenty twenty three was non alcoholic. When it comes
to market share, the Czech Republic stands as the second
largest among major beer drinking nations. Conversely, China is recognized
as the largest beer market globally. Even though China consumed
more than five times the amount of alcoholic beer compared
(01:09):
to Germany in twenty twenty three, their consumption of zero
percent beer was a mere two hundred and fifty thousand hectoliters,
which is forty times less. That's the equivalent of about
one hundred and fifty thousand barrels. Thus, the idea that
non alcoholic beer will thrive in regions with traditionally high
(01:30):
beer consumption is only partially accurate. Countries that do not
typically consume beer are indeed challenging markets for zero percent beer,
as brewers have discovered while trying to penetrate the alcohol
averse Middle East. However, simply having high beer consumption does
(01:50):
not guarantee a successful launch for non alcoholic beer. In fact,
in some nations, beer is a staple of weekly routines
and diet, yet the demand for zero percent beer remained
surprisingly low. So why have certain countries adopted non alcoholic
beer more readily than others. Let's first examine the front runners.
(02:15):
Germany is the leading market for zero percent beer, significantly
outpacing others in both absolute volume and markets share. When
combining alcoholic and zero percent beer, the latter represented fourteen
point two percent of all leaders consumed in twenty twenty three.
(02:35):
Japan and Spain, both significant beer markets, rank second and
third respectively for zero percent beer consumption in twenty twenty
three as reported by Global Data. However, their consumption levels
were still modest compared to Germany. That year, non alcoholic
beer made up six point two percent of beer sales
(02:58):
in Japan and six xo point seven percent in Spain.
Some analysts attribute the popularity of non alcoholic beer in
Germany to the growing health consciousness among drinkers. Over the
past two decades, non alcoholic beers and their mixed beer
beverages have evolved into popular lifestyle choices. Many of these
(03:21):
non alcoholic beers are also mineral and isotonic, making it
easier for the body to absorb and utilize their ingredients,
a benefit that athletes particularly value. This is why non
alcoholic drinks are especially favored at various sporting events like marathons,
city runs, and cycling competitions. Almost half of Germans enjoy
(03:46):
non alcoholic beers. Germany is in good company within Europe,
the leading continent for zero percent beer, where strong markets
also exist in Spain, Poland, France, and the Czech Republic.
Beyond Europe, Brazil and the United States also both significant
non alcoholic beer markets. In Spain, Heineken has found success
(04:12):
with its Amstell zero point zero percent product. Zero percent
beer also fits naturally in Spain, where beer is already
viewed as a low alcohol choice. In Asia, the scenario
is different with Japan, being the only major player. This
isn't due to a lack of beer consumption in Asia.
(04:33):
China and Vietnam have large beer markets, but so far
only Japan has shown considerable interest in zero percent beer.
In Japan, cultural and irregulatory influences have facilitated the growth
of non alcoholic beer. The popularity of non alcoholic beer
(04:53):
in Japan surged after the two thousand seven amendment to
the Road Traffic which impose stricter penalties for drinking and driving.
This led to a spike in demand for non alcoholic
options and situations where individuals wanted to drink but were
legally unable to. Additionally, Japan's aging demographic has prompted more
(05:19):
consumers to transition from regular beer to non alcohol alternatives.
Zero percent beer has also found its place in after
work socializing. One factor is Japan's workplace drinking culture, where
post work drinking is regarded as a means to foster
(05:40):
and maintain relationships with colleagues and superiors. In these environments,
opting out of alcohol can sometimes feel uncomfortable. Non Alcoholic
beverages enable individuals to fit into these scenarios without drawing attention,
as they resemble and feel like alcolcoholic drinks. In some
(06:02):
parts of the world, there is almost no market for
zero percent beer. The category in the Middle East and
Africa was tiny in twenty twenty three, but parts of
both regions have only very small markets for alcoholic beer.
Then there are the countries which challenge the conventional wisdom.
Some countries are major markets for conventional beer, but the
(06:25):
zero percent markets are tiny, and that's the case with China,
the world's biggest beer market. In China, zero percent products
only account for one tenth of a percent of the
combined market for conventional and non alcoholic beer. In the US,
zero percent manages only a modest nine tenths of a
(06:45):
percent of sales. In some countries, where beer is seen
more as a luxury product, zero percent beer can be
a hard sell to consumers. In India, the desire for
beer is more for high strength beer and the idea
of zero percent beer is something of an enigma. A
representative from Heinechin agrees on the cost equation. This person said,
(07:11):
markets where zero percent beer is not yet as developed
are often those where the price per leader is relatively
high versus average income, so the hour's worked equation can
be more challenging for consumers in nominal GDP terms. China,
the US, India, Russia, and Mexico are by no means
(07:35):
the poorest countries in the world, but neither are they
reputed for their wealth equality, so perhaps a majority of
consumers in those countries prefer a cheaper soft drink to
zero percent beer. In China, and Asahi spokesperson explained, cost
is decisive. This person said, compared to Japan, where the
(07:58):
non alcoholic beer market has been growing for over twenty years,
partly due to an aging population and declining birth rates,
China is still in the early stages of market growth.
Yet it's not the relative cost of zero percent beer
that's the sole factor determining the growth of the category.
(08:19):
In Japan, regulation and sober driving has aided demand for
zero percent beer, while in the smaller non alcoholic beer
market of China, affordable and readily available taxis reduce the
need for non alcoholic alternatives for drivers. The demand for
(08:39):
non alcoholic beer appears to hinge on three main factors, cost, health,
and regulations. In certain countries, law enforcement might drive some
drinkers to opt for zero percent beer, while in others
the expense of a taxi ride home can be daunting enough.
(09:00):
Now on with the show.
Speaker 2 (09:04):
I'm Michelle Lamb with Beverage Chronicles, and I'm here at
the New York City Whiskey and Spirits Festival speaking with
some of the top spirits brands to learn more about
their craft and what makes them stand out in the industry.
Can you introduce yourself and tell us a little bit
about your brand?
Speaker 3 (09:21):
Sure? My name is Muskasi Achillean or United States Marine
Corps veteran, and this brand started with my mother, Denise Caraballo,
and it's a woman owned and military owned brain.
Speaker 4 (09:33):
What makes your spirit you need compare to others, So
with our spirit our whiskey. See the slavery is different
than most whiskeys because you have vanilla caramel and we
use ambrollana and amborana is a type of wood.
Speaker 3 (09:48):
So I give it a very distinct taste, a very
smoky taste, but it's very smooth for.
Speaker 2 (09:55):
Someone trying your spirit for the very first time. How
would you recommend enjoying it?
Speaker 3 (09:59):
The way I drink it is two ice cube and
rick with about two fingers. Now, I'll tell you this,
once it goes down, you don't want to stop drinking.
Speaker 4 (10:06):
So thank you so much for sharing your story with us.
Where can our audience find your products and follow your journey?
Speaker 3 (10:13):
Well, you can follow us on Instagram as well as
we are being sold in multiple liquor stores in the
Bronx as well as we also have a few bar
and prills that are carrying Auburbonski.
Speaker 2 (10:26):
Website.
Speaker 3 (10:27):
Oh yes, sorry about that. We have a website. It
is ww dot bronspool dot com.
Speaker 4 (10:33):
Thank you, thank you.
Speaker 5 (10:36):
Hello, Hello, Hello, welcome to sipin Dip. I'm chef Andrea Young,
founder and CEO of Sweet Pecon Chocolates. We're not just
about amazing chocolates. We like to pair our chocolates with
your favorite beverage. Today, our special guest is Aubrey Daniels.
(10:56):
She's a dear friend and a wine enthusiast and one
of my favorite consultants. So tell us a little bit
about your story.
Speaker 6 (11:05):
Hi, my name is Aubert Daniels. Like you mentioned, I
grew up in northern California and slept my summers on
farms and vineyards, learning about organic and biodynamic farming, which
transferred into a lifelong appreciation for wine and food.
Speaker 5 (11:19):
Well, that's a wonderful thing to have to bring to
us today because we have our strawberry sensation chocolate, so
it's all organic and vega. And what would you suggest
Aubrey as a compliment to share, I'm suggest.
Speaker 6 (11:34):
A red wine at the Cari Long Island. It's from
the North Fork. It's a combination of several different vintages
which when parents also began to impair beautifully with the chocolates.
Speaker 5 (11:47):
Well, well that further ado, let's do a taste us
of this gorgeous wine.
Speaker 7 (11:51):
Cheers, cheers, and it would be amazing to take a bite,
just have a little bit in your mouth while you
start to sip on the wine simultaneously, because what's going
to happen is the rich flavors will be intensified by
(12:11):
the wine.
Speaker 5 (12:14):
Wow, the chocolate in this wine pairing is out of
this world. This wine has such a fabulous fruite bouquet
and with the strawberry sensation chocolate, out of this world
fabulous choice.
Speaker 2 (12:31):
I love it.
Speaker 5 (12:33):
Thank you.
Speaker 2 (12:36):
Well.
Speaker 5 (12:36):
That was Obre Daniels, our favorite wine consultant. You can
find out more about her on Instagram at a g
R A F. Daniels. What an incredible pairing with our
Sweet Vegan Strawberry Truffles and the Maccary Luciano three wine
Pure Magic Curious try the pairing at home with our
(13:01):
Sweet Vegan chocolates available at Sweet Vegan dot NYC. Looking
forward to more sipping and tipping together.
Speaker 1 (13:15):
We want to thank our Michelle Lamb who's the founder
and CEO of Brooklyn Night Media, for her interviews and
her contributions in terms of marketing and public relationships. He's fantastic.
Thank you again, Michelle, and also Andrea Young, very enjoyable
interview from Andrea. Really appreciate your contribution and we will
be hearing more from you as weeks go on. As
(13:38):
a reminder, you can hear Beverage Chronicles every Saturday morning
on Radio Garden State at Saturday mornings from eight forty
five to nine am. Also on virtually all top podcast
platforms everything from my Heart Radio to player FM, Spotify,
well bunch of them. You can find us there, and
(13:58):
we're also tying in to several websites, so we thank
the companies that are signing on to carry Beverage Chronicles.
We'll be posting more about them on social media, so
you may want to follow me on sites like Facebook,
LinkedIn Twitter, well it's called x now, Instagram and others.
(14:21):
And so you know, we are also putting out one
minute beverage Tip segments that are airing in several locations.
Have one going out in California, Northern California, and a
couple of stations in Southern New Jersey, New York City, Philadelphia,
and I think the market for those segments is going
to be expanding as weeks and months go on. Certainly
(14:44):
thankful and fortunate to have so many people out there
supporting us. So that's it for this week's episode of
Beverage Chronicles. I am Gary Montroso we will be back
next week. Hope everyone has a great week and we'll
see you next time.
Hi, everyone, Welcome to Beverige Chronicles. I'm your host, Gary
Montroso we have a lot to get to on today's show,
so let's get started. The non alcoholic beer scene is
making strides in certain markets while facing challenges and others.
But what's the reason behind this? The differences in adoption
(00:27):
rates can be quite significant. Statistically, according to Global Data,
the parent company of Just Drinks, Germany holds the title
for the largest zero percent beer market in the world.
In the Czech Republic, which boasts the highest beer consumption
per capita, over eight percent of the total beer consumed
(00:47):
in twenty twenty three was non alcoholic. When it comes
to market share, the Czech Republic stands as the second
largest among major beer drinking nations. Conversely, China is recognized
as the largest beer market globally. Even though China consumed
more than five times the amount of alcoholic beer compared
(01:09):
to Germany in twenty twenty three, their consumption of zero
percent beer was a mere two hundred and fifty thousand hectoliters,
which is forty times less. That's the equivalent of about
one hundred and fifty thousand barrels. Thus, the idea that
non alcoholic beer will thrive in regions with traditionally high
(01:30):
beer consumption is only partially accurate. Countries that do not
typically consume beer are indeed challenging markets for zero percent beer,
as brewers have discovered while trying to penetrate the alcohol
averse Middle East. However, simply having high beer consumption does
(01:50):
not guarantee a successful launch for non alcoholic beer. In fact,
in some nations, beer is a staple of weekly routines
and diet, yet the demand for zero percent beer remained
surprisingly low. So why have certain countries adopted non alcoholic
beer more readily than others. Let's first examine the front runners.
(02:15):
Germany is the leading market for zero percent beer, significantly
outpacing others in both absolute volume and markets share. When
combining alcoholic and zero percent beer, the latter represented fourteen
point two percent of all leaders consumed in twenty twenty three.
(02:35):
Japan and Spain, both significant beer markets, rank second and
third respectively for zero percent beer consumption in twenty twenty
three as reported by Global Data. However, their consumption levels
were still modest compared to Germany. That year, non alcoholic
beer made up six point two percent of beer sales
(02:58):
in Japan and six xo point seven percent in Spain.
Some analysts attribute the popularity of non alcoholic beer in
Germany to the growing health consciousness among drinkers. Over the
past two decades, non alcoholic beers and their mixed beer
beverages have evolved into popular lifestyle choices. Many of these
(03:21):
non alcoholic beers are also mineral and isotonic, making it
easier for the body to absorb and utilize their ingredients,
a benefit that athletes particularly value. This is why non
alcoholic drinks are especially favored at various sporting events like marathons,
city runs, and cycling competitions. Almost half of Germans enjoy
(03:46):
non alcoholic beers. Germany is in good company within Europe,
the leading continent for zero percent beer, where strong markets
also exist in Spain, Poland, France, and the Czech Republic.
Beyond Europe, Brazil and the United States also both significant
non alcoholic beer markets. In Spain, Heineken has found success
(04:12):
with its Amstell zero point zero percent product. Zero percent
beer also fits naturally in Spain, where beer is already
viewed as a low alcohol choice. In Asia, the scenario
is different with Japan, being the only major player. This
isn't due to a lack of beer consumption in Asia.
(04:33):
China and Vietnam have large beer markets, but so far
only Japan has shown considerable interest in zero percent beer.
In Japan, cultural and irregulatory influences have facilitated the growth
of non alcoholic beer. The popularity of non alcoholic beer
(04:53):
in Japan surged after the two thousand seven amendment to
the Road Traffic which impose stricter penalties for drinking and driving.
This led to a spike in demand for non alcoholic
options and situations where individuals wanted to drink but were
legally unable to. Additionally, Japan's aging demographic has prompted more
(05:19):
consumers to transition from regular beer to non alcohol alternatives.
Zero percent beer has also found its place in after
work socializing. One factor is Japan's workplace drinking culture, where
post work drinking is regarded as a means to foster
(05:40):
and maintain relationships with colleagues and superiors. In these environments,
opting out of alcohol can sometimes feel uncomfortable. Non Alcoholic
beverages enable individuals to fit into these scenarios without drawing attention,
as they resemble and feel like alcolcoholic drinks. In some
(06:02):
parts of the world, there is almost no market for
zero percent beer. The category in the Middle East and
Africa was tiny in twenty twenty three, but parts of
both regions have only very small markets for alcoholic beer.
Then there are the countries which challenge the conventional wisdom.
Some countries are major markets for conventional beer, but the
(06:25):
zero percent markets are tiny, and that's the case with China,
the world's biggest beer market. In China, zero percent products
only account for one tenth of a percent of the
combined market for conventional and non alcoholic beer. In the US,
zero percent manages only a modest nine tenths of a
(06:45):
percent of sales. In some countries, where beer is seen
more as a luxury product, zero percent beer can be
a hard sell to consumers. In India, the desire for
beer is more for high strength beer and the idea
of zero percent beer is something of an enigma. A
representative from Heinechin agrees on the cost equation. This person said,
(07:11):
markets where zero percent beer is not yet as developed
are often those where the price per leader is relatively
high versus average income, so the hour's worked equation can
be more challenging for consumers in nominal GDP terms. China,
the US, India, Russia, and Mexico are by no means
(07:35):
the poorest countries in the world, but neither are they
reputed for their wealth equality, so perhaps a majority of
consumers in those countries prefer a cheaper soft drink to
zero percent beer. In China, and Asahi spokesperson explained, cost
is decisive. This person said, compared to Japan, where the
(07:58):
non alcoholic beer market has been growing for over twenty years,
partly due to an aging population and declining birth rates,
China is still in the early stages of market growth.
Yet it's not the relative cost of zero percent beer
that's the sole factor determining the growth of the category.
(08:19):
In Japan, regulation and sober driving has aided demand for
zero percent beer, while in the smaller non alcoholic beer
market of China, affordable and readily available taxis reduce the
need for non alcoholic alternatives for drivers. The demand for
(08:39):
non alcoholic beer appears to hinge on three main factors, cost, health,
and regulations. In certain countries, law enforcement might drive some
drinkers to opt for zero percent beer, while in others
the expense of a taxi ride home can be daunting enough.
(09:00):
Now on with the show.
Speaker 2 (09:04):
I'm Michelle Lamb with Beverage Chronicles, and I'm here at
the New York City Whiskey and Spirits Festival speaking with
some of the top spirits brands to learn more about
their craft and what makes them stand out in the industry.
Can you introduce yourself and tell us a little bit
about your brand?
Speaker 3 (09:21):
Sure? My name is Muskasi Achillean or United States Marine
Corps veteran, and this brand started with my mother, Denise Caraballo,
and it's a woman owned and military owned brain.
Speaker 4 (09:33):
What makes your spirit you need compare to others, So
with our spirit our whiskey. See the slavery is different
than most whiskeys because you have vanilla caramel and we
use ambrollana and amborana is a type of wood.
Speaker 3 (09:48):
So I give it a very distinct taste, a very
smoky taste, but it's very smooth for.
Speaker 2 (09:55):
Someone trying your spirit for the very first time. How
would you recommend enjoying it?
Speaker 3 (09:59):
The way I drink it is two ice cube and
rick with about two fingers. Now, I'll tell you this,
once it goes down, you don't want to stop drinking.
Speaker 4 (10:06):
So thank you so much for sharing your story with us.
Where can our audience find your products and follow your journey?
Speaker 3 (10:13):
Well, you can follow us on Instagram as well as
we are being sold in multiple liquor stores in the
Bronx as well as we also have a few bar
and prills that are carrying Auburbonski.
Speaker 2 (10:26):
Website.
Speaker 3 (10:27):
Oh yes, sorry about that. We have a website. It
is ww dot bronspool dot com.
Speaker 4 (10:33):
Thank you, thank you.
Speaker 5 (10:36):
Hello, Hello, Hello, welcome to sipin Dip. I'm chef Andrea Young,
founder and CEO of Sweet Pecon Chocolates. We're not just
about amazing chocolates. We like to pair our chocolates with
your favorite beverage. Today, our special guest is Aubrey Daniels.
(10:56):
She's a dear friend and a wine enthusiast and one
of my favorite consultants. So tell us a little bit
about your story.
Speaker 6 (11:05):
Hi, my name is Aubert Daniels. Like you mentioned, I
grew up in northern California and slept my summers on
farms and vineyards, learning about organic and biodynamic farming, which
transferred into a lifelong appreciation for wine and food.
Speaker 5 (11:19):
Well, that's a wonderful thing to have to bring to
us today because we have our strawberry sensation chocolate, so
it's all organic and vega. And what would you suggest
Aubrey as a compliment to share, I'm suggest.
Speaker 6 (11:34):
A red wine at the Cari Long Island. It's from
the North Fork. It's a combination of several different vintages
which when parents also began to impair beautifully with the chocolates.
Speaker 5 (11:47):
Well, well that further ado, let's do a taste us
of this gorgeous wine.
Speaker 7 (11:51):
Cheers, cheers, and it would be amazing to take a bite,
just have a little bit in your mouth while you
start to sip on the wine simultaneously, because what's going
to happen is the rich flavors will be intensified by
(12:11):
the wine.
Speaker 5 (12:14):
Wow, the chocolate in this wine pairing is out of
this world. This wine has such a fabulous fruite bouquet
and with the strawberry sensation chocolate, out of this world
fabulous choice.
Speaker 2 (12:31):
I love it.
Speaker 5 (12:33):
Thank you.
Speaker 2 (12:36):
Well.
Speaker 5 (12:36):
That was Obre Daniels, our favorite wine consultant. You can
find out more about her on Instagram at a g
R A F. Daniels. What an incredible pairing with our
Sweet Vegan Strawberry Truffles and the Maccary Luciano three wine
Pure Magic Curious try the pairing at home with our
(13:01):
Sweet Vegan chocolates available at Sweet Vegan dot NYC. Looking
forward to more sipping and tipping together.
Speaker 1 (13:15):
We want to thank our Michelle Lamb who's the founder
and CEO of Brooklyn Night Media, for her interviews and
her contributions in terms of marketing and public relationships. He's fantastic.
Thank you again, Michelle, and also Andrea Young, very enjoyable
interview from Andrea. Really appreciate your contribution and we will
be hearing more from you as weeks go on. As
(13:38):
a reminder, you can hear Beverage Chronicles every Saturday morning
on Radio Garden State at Saturday mornings from eight forty
five to nine am. Also on virtually all top podcast
platforms everything from my Heart Radio to player FM, Spotify,
well bunch of them. You can find us there, and
(13:58):
we're also tying in to several websites, so we thank
the companies that are signing on to carry Beverage Chronicles.
We'll be posting more about them on social media, so
you may want to follow me on sites like Facebook,
LinkedIn Twitter, well it's called x now, Instagram and others.
(14:21):
And so you know, we are also putting out one
minute beverage Tip segments that are airing in several locations.
Have one going out in California, Northern California, and a
couple of stations in Southern New Jersey, New York City, Philadelphia,
and I think the market for those segments is going
to be expanding as weeks and months go on. Certainly
(14:44):
thankful and fortunate to have so many people out there
supporting us. So that's it for this week's episode of
Beverage Chronicles. I am Gary Montroso we will be back
next week. Hope everyone has a great week and we'll
see you next time.
Popular Podcasts
Stuff You Should Know
If you've ever wanted to know about champagne, satanism, the Stonewall Uprising, chaos theory, LSD, El Nino, true crime and Rosa Parks, then look no further. Josh and Chuck have you covered.
Cardiac Cowboys
The heart was always off-limits to surgeons. Cutting into it spelled instant death for the patient. That is, until a ragtag group of doctors scattered across the Midwest and Texas decided to throw out the rule book. Working in makeshift laboratories and home garages, using medical devices made from scavenged machine parts and beer tubes, these men and women invented the field of open heart surgery. Odds are, someone you know is alive because of them. So why has history left them behind? Presented by Chris Pine, CARDIAC COWBOYS tells the gripping true story behind the birth of heart surgery, and the young, Greatest Generation doctors who made it happen. For years, they competed and feuded, racing to be the first, the best, and the most prolific. Some appeared on the cover of Time Magazine, operated on kings and advised presidents. Others ended up disgraced, penniless, and convicted of felonies. Together, they ignited a revolution in medicine, and changed the world.
The Joe Rogan Experience
The official podcast of comedian Joe Rogan.