Leo Robitschek, a veteran in the liquor industry, is promoting Second Sip Gin, a lower alcohol content gin developed to support mindful drinking. Despite increased alcohol consumption during the pandemic, many consumers are now seeking healthier drinking habits, operating under trends like Dry January and zebra striping—alternating between alcoholic and nonalcoholic beverages. With its unique formulation of botanicals, Second Sip Gin aims to attract both casual drinkers and those looking to enjoy spirits with fewer regrets the next morning, embodying a shift in drinking culture among younger generations.
After two, that decision to have a third is usually a tricky one, says Robitschek, who has worked in the liquor industry for more than two decades, including serving as a bar director for Manhattan hot spots Eleven Madison Park and the NoMad Hotel.
Two martinis are better than one, says Robitschek. But hopefully, there's no regrets in the morning.
But industry data shows that a vast majority of adults that consume nonalcoholic drinks aren't exactly sober. More than 90% drink alcohol, too.
That idea of zebra striping and the consumer having two options results in this low alcohol space in the middle, says Kaleigh Theriault.
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