East London-based soda brand Square Root has partnered with ‘sober influencer’ Millie Gooch to crowdsource the recipe for a new alcohol-free RTD.
The brand enlisted Gooch, who runs Sober Girl Society, an online community for teetotallers, to “find out what type of alcohol-free cocktail people would most like to see developed”, with an eye to launching the drink in time for ‘Sober October’. It already makes a booze-less G&T and Negroni.
Square Root will offer a choice of three types of cocktail, which will be put to a vote on Sober Girl Society’s Instagram page, followed by different potential flavours, which will also be voted on.
Co-founder Robyn Simms said the brand’s “aim for this collaboration is to inspire non-drinkers and people who are looking to cut down their alcohol consumption to take ownership over their choices”.
It is understood Square Root has kicked off conversations with retailers to list the drink.
Gooch added: “Our members are always asking for recommended alternatives of their favourite cocktails and sometimes there just isn’t one, so it’s amazing to be able to engage our community in this project, bridge the gap between brand and consumer to find out what non-drinkers really want.”
William Reed – the publisher of The Grocer – has launched a new exhibition exclusively for the low & no category. For more information, visit low2nobev.com.
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