Sober spirits are the in thing
Look at the push messages from food and beverage brands today — many of them revolve around ‘zero’. Be it zero trans fat, zero sugar, zero preservatives, they ram in the absence factor. And the “zero” category is really expanding.
At the height of the pandemic last year, sitting out of Germany, in a place near Munich, Aman Gupta, former hotelier and founder of VEEN Waters, an expensive mineral water sourced from unpolluted parts of the earth, launched a company called Zero Percent. He says his own journey into wellbeing and mindfulness made him launch products in categories like zero alcohol, zero sugar, zero dairy and zero meat.