In 2020, Barbet Co-founder Andrea Grand’s sister Katie cut out drinking alcohol for a short period of time for health-related reasons.” It was a very personal decision, and the questions she got from others—like “why aren’t you drinking?”—started to feel unnecessarily invasive, leading Katie to feel discluded from social moments,” said Grand. The sisters quickly realized that a lot of the options on the market were either juvenilely branded sparkling beverages or sugary de-alcoholized RTDs and wines.
“There wasn’t much that spoke to the modern human,” said Grand. “Something that had the attention to design, flavour, and experience that some alcohol-based beverages offer. We decided to create a drink that flips the narrative and inspires people to ask, “WHAT are you drinking?” instead of “Why aren’t you drinking?”. Fast forward to December 2021, and Barbet was born—a full-flavoured sparkling beverage that elevates any mood or moment.”
Dry January or not, Barbet has become a favourite – non-alcoholic selling feature aside. It also quickly levelled up the category of fizzy drinks now with four unique flavours in the marketplace. The latest flavour DEEP DIVE is a bold combination of white peach and yuzu with a hint of mint. And for someone like me who leans into unique flavour combinations in beverages but would also like to cut out the sugar, Barbet feels elevated, modern, and fun.
We had a chance to chat with Andrea Grand to learn more!
Non-alcoholic beverage options have increased dramatically over the past few years. What have you learned about the industry so far?
Andrea: We know that consumers are no longer looking at non-alcoholic beverages, modern soda or functional beverages as compromises or alternatives—they see them as choices. As people’s understanding of health and wellness increases, the demand for more from our social experiences, beverages and food increases.
How have consumer preferences evolved in this category?
Andrea: Consumers are looking for more sophisticated, complex flavour combinations and elevated design options. In this social media world where everything is so visual, food and beverage has become an extension of identity, becoming a signaler of who you are. Because of this, people are looking for their beverage to go beyond just quenching thirst, they want it to evoke an emotion, have a story and be relatable to the person just as much as fashion does.
They’re also looking for versatility, drinks that can hold their own or pair beautifully with a meal or occasion. Barbet was created to deliver on all these fronts, and it’s exciting to see consumer preferences aligning with our mission.
What has been the most challenging thing about this beverage category?
Andrea: Getting larger adoption and integration into the mainstream! We are very lucky that we’ve had incredible restaurant and cafe partners that have believed in Barbet since day one, but we do face the counter argument that locations will just carry water or pop. What is being turned down at that moment is the opportunity to curate and craft an experience for someone who is choosing not to drink alcohol.
What was the inspiration for this latest flavour?
Andrea: Our fourth and newest flavour, Deep Dive, is a bold combination of rich white peach and bright yuzu, with a peppy hint of mint. We’re constantly in a feedback loop with our consumers, and their input helped us refine the flavour profile.
Love Bite (pink grapefruit, ginger, juniper) and Wild Card (blood orange, calamansi, jalapeno) have a spice profile, while Light Wave (cucumber, pineapple, lavender) is more calming. We wanted to round out our flavour profiles and create something in-line with Light Wave.
We also have constantly been challenging what and how our beverage can show up – reaching for elevated glassware wherever possible for your average, leisurely moments along with the bigger celebratory ones. The ultimate marker of celebration in alcohol is champagne, so why not develop a flavour that would pour out into a champagne colour, challenging once again what the norm is and creating choice, not limitations, for what people can have in those moments of celebration.
What misconception is there within this category?
Andrea: I think one of the really big misconceptions is the notion that brands like Barbet are trying to replace alcoholic beverages. With this shift towards more mindful consumption, we want to offer a choice—rather than a replacement—that doesn’t feel like a compromise. It isn’t all or nothing – 75% of people who are ordering a non-alcoholic drink are also consuming an alcohol-based one.
Other than straight up how else can we enjoy Barbet?
Andrea: Our flavours are so complex so you don’t have to worry too much about what you have in your pantry, fridge or bar cart. Barbet provides all of the components of a complex cocktail right in a can.
Here is what Andrea suggests:
Gather your most special glass (champagne, coup, vintage wine glass)
Fill the glass with Deep Dive
Top with a squeeze of fresh lemon juice
Garnish with an edible black rose petal
***
*Lead in photo by Libby Roach