Non-alcoholic is a positioning strategy and it's relative. You go to a bar or pub and you look for something non-alcoholic to drink if you don't fancy anything alcoholic. In such situation, the non-alcoholic positioning exists, relative to the alcoholics. There could be a market for non-alcoholics at bars and pubs but it should be relatively small. In fact, there are not too many packaged non-alcoholic drinks that are successful at on premise, particularly bars and pubs. There are Coke, Perrier and maybe Red Bull (but Red Bull is usually taken as a mixer with alcohols). At off-premise, i.e. supermarkets and convenience stores, the non-alcoholic positioning is not quite valid. A non-alcoholic sparkling drink like this SINVINO is just a carbonated juice drink. It is exposed to a big sea of competitive non-alcoholic drinks, carbonated or non-carbonated, from pure juices to juice drinks. The chance of success is pretty slim but time will tell. I checked out its
website and this brand is from Otsuka Pharmaceutical, the Japanese company that owns Pocari Sweat and Fibe-Mini. Interesting.
Non-alcoholic is a positioning strategy and it's relative. You go to a bar or pub and you look for something non-alcoholic to drink if you don't fancy anything alcoholic. In such situation, the non-alcoholic positioning exists, relative to the alcoholics. There could be a market for non-alcoholics at bars and pubs but it should be relatively small. In fact, there are not too many packaged non-alcoholic drinks that are successful at on premise, particularly bars and pubs. There are Coke, Perrier and maybe Red Bull (but Red Bull is usually taken as a mixer with alcohols). At off-premise, i.e. supermarkets and convenience stores, the non-alcoholic positioning is not quite valid. A non-alcoholic sparkling drink like this SINVINO is just a carbonated juice drink. It is exposed to a big sea of competitive non-alcoholic drinks, carbonated or non-carbonated, from pure juices to juice drinks. The chance of success is pretty slim but time will tell. I checked out its website and this brand is from Otsuka Pharmaceutical, the Japanese company that owns Pocari Sweat and Fibe-Mini. Interesting.
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