Töst is redefining the nonalcoholic beverage market by offering consumers sophisticated and elevated booze-free cocktails that go beyond just imitating alcohol. CEO Brooks Addington saw a gap in the market for nonalcoholic options that could provide the same level of inclusiveness and experience as traditional cocktails or wine pairings.
The company first introduced its nonalcoholic wine infused with sparkling water, berries, and botanicals in 2017. Since then, Töst has capitalized on the growing trend of younger generations prioritizing health and wellness by abstaining from alcohol. The U.S. non-alcohol market is projected to grow significantly, with nonalcoholic beverages expected to outperform alcoholic counterparts across all categories.
Unlike many other nonalcoholic brands that focus on mimicking the taste of alcohol, Töst aims to create its own unique flavor profile with attributes of sophistication and an elevated experience for consumers. This approach has attracted the attention of major players in the alcohol industry, such as Constellation Brands, which acquired a minority stake in Töst in 2023.
Töst currently offers three varieties: the original blend with white tea, white cranberry, and ginger; Rosé with elderberry; and Sangria featuring blood orange and red grape. The drinks are available in various bottle sizes and recently expanded into canned formats to reach a wider audience, including sporting events and arenas.
To further expand its reach, Töst is targeting Gen Z consumers who are less likely to drink than previous generations. By partnering with college sororities and fraternities, the company aims to raise awareness of its products on campuses and provide a viable alternative for young adults looking for nonalcoholic options.
As Töst continues to grow and innovate in the nonalcoholic beverage space, it remains committed to providing consumers with sophisticated and inclusive alternatives to traditional alcoholic drinks. With a focus on flavor, quality, and accessibility, Töst is poised to make a significant impact in the evolving nonalcoholic market.
—
Sarah Zimmerman contributed to this story.
