As health-conscious and “sober-curious” consumers continue to reshape the beverage industry, Louisville-based Flavorman and Moonshine University are sharing insights on the growing popularity of non-alcoholic (NA) spirits, how it is changing the market, and the science behind the creations.  

It’s no surprise there have been shifting trends in consumer preferences, especially the rise of wellness-focused habits, “sober curiosity,” and demand for “better-for-you” options across all categories. The surge in probiotic sodas, hydration drinks, non-alcoholic beers, wines, and spirits reflects this growing movement. 

In the spirits sector, statistics show the industry has seen reduced alcohol consumption among legal-age Gen Z consumers, a decline in demand for premium, rarity-driven products, and a booming market for low ABV alternatives. Notably, non-alcoholic spirits are gaining traction, bolstered by significant investments from industry giants.   

Flavorman, a custom development company, has extensive experience in creating zero-proof spirits for its customers. Tom Gibson, Certified Flavor Chemist and Chief Flavorist at Flavorman, once thought the idea of a liquor with 0% ABV was a “pipe dream.” However, Flavorman’s team of experts has found the right combination of analytical chemistry, flavor science, and creativity that replicates elements of a traditional spirit.  

The all-encompassing process begins with a chemical analysis of the target spirit’s “fingerprint” — including trace amounts of congeners, fusel oils, and other volatile compounds. Once the data is collected, flavorists interpret those results through a human lens, identifying how specific compounds express themselves on the palate. Techniques also include the addition of pure oak extracts, which simulate various barrel-aging effects — from char and tobacco to vanilla and molasses. 

Flavorman’s Research & Development team focuses on texture and consistency, mimicking the thicker, oilier mouthfeel of alcohol that water-based products typically lack.  

Clay Smith, Distillery Operations Manager at Moonshine University, a premier distillery education facility, provides a perspective from the distilling side. While big-name breweries like Guinness and Heineken have embraced identical, non-alcoholic versions of their products, many distillers are still exploring the market. 

Smith believes the opportunities may lie in non-alcoholic ready-to-drink (RTD) cocktails as a bridge between tradition and innovation.

“Moonshine University has consulted and developed prototypes for NA products in the past,” Smith said. “We’ve created what we call a ‘Crafted Flavor Product’ using traditional, though unconventional, distilling methods to produce flavor concentrates for use in formulations. Most producers would like to contribute to the N/A market, but we don’t see craft spirits losing steam. Still, there’s potential for non-alcoholic RTD cocktails to be a very successful offering.” 

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About Flavorman  

Founded by David Dafoe in 1992, Flavorman is an industry-leading custom beverage development company based out of Louisville, KY. “The Beverage Architects” create custom-made recipes and flavors for each individual client. For over 30 years, Flavorman has led the beverage industry as the single-source partner in beverage architecture and product development.  For more information about Flavorman and its services, visit www.flavorman.com.