Zero Percent contributes to healthy lifestyle

The aim of Zero Percent is to help mindful customers move towards a more wholesome way of living. The idea behind this exercise is to lead the conscious consumption movement in India by building awareness and making zero-per cent brands easily accessible to people who want to consume more responsibly, said Aman Gupta, Founder and Managing Director, Zero Percent while talking to Shalini Kumar.

Over the past few years, Aman Gupta started making gradual changes in his consumption habits. He stopped consuming dairy products and reduced his sugar intake. Also, did a month-long alcohol detox which led him to stop drinking alcoholic beverages. At that point he started looking for alternatives to satisfy his cravings and to quench the thirst from not having an adult drink while socialising.

This exercise led him to the zero-alcohol category and to gauge the massive growth in plant-based categories. He recognised that there was no one stop-shop for these unique zero percent alcohol categories and that led him to introducing Zero Percent in India. “We started Zero Percent in 2020 and entered the Indian market with Zero Percent brands in early 2021,” informed Aman.

The vision of Zero Percent is to represent the leading brands in the categories of 0% alcohol, 0% dairy, 0% pesticides, 0% sugar, 0% gluten, 0% meat, 0% microplastic and natural waters, and make these brands easily accessible to consumers so that they can consume healthier beverage alternatives.

Exploring Alcohol-free Beverages

What started off as a one-month alcohol withdrawal became a permanent abstinence from alcoholic beverage for Aman. He started to focus more on himself and his body and realised that he didn’t want to eat animal products anymore and started having a vegetarian diet, and over time adopted a vegan lifestyle. “I literally adopted the Zero Percent lifestyle, and to make it easier on myself, I looked for alternatives that were available in those 0% categories,” he revealed.

Why are they called Zero Percent? The answer happens to be simple. “We believe zero is more. People are now thinking about what they eat and drink like never before. Everywhere you go, you will find people eager to enhance their well-being and live a more planet-friendly existence,” Aman observed.

Range of Offerings

The company began focusing first on the 0% alcohol category and building a portfolio that will cover all elements from spirits to wines, sparkling wines to beer and cider. Crafted by experts and made with local natural ingredients and mineral-rich water, the 0% alcohol beverages are specifically chosen for their quality and diverse flavours.

Some of the brands they represent in India are Noughty, a 100% vegan, organic, halal certified sparkling Chardonnay; Coast Beer, the first craft non-alcohol beer which they brought to India; ISH Spirits, the award- winning alcohol-free spirit company from Denmark; and VEEN Nordic Mixers, a line of mixers created from the smoothest water in the world with a hint of Nordic nature – developed thanks to a partnership between VEEN and A21 in Helsinki, which is nominated the best bar in the world. For now, the company is keen on strengthening its position in India as the front-runner in the 0% alcoholic beverages segment.

Covid-19 Hastened the Trend

The trends in the alcohol consumption have been changing in India like they are in Europe and the US. India is waking up to the physical, ethical and economic benefits of plant-based, meat-free and-dairy-free food, and alcohol- free alternatives. Covid-19 pandemic has quickend this trend. Once going sober or not drinking alcoholic beverage at a social event used to mean a sad glass of lime and soda or a juice. “But that is very much changing as a multitude of non-alcoholic alternatives are coming out in the market,” he pointed out.

He said that these non-alcoholic beverages are refined, sophisticated, and fun. They are pretty much everything one would like about alcohol minus the alcohol.

They are most often even low in calories, free of sugars, sweeteners, allergens, and additives – packed with good stuff.

Future Plans

Currently having presence in Germany, Finland, Latvia, UAE and India, future plans of Zero Percent in India include owning Zero Percent retail stores in key markets. The first such store is planned to be opened in Germany, in early 2022.

“What is more, we will be constantly updating our range of brands and products to ensure Zero Percent has the best and tastiest selection of plant- based and alcohol-free alternatives,” Aman added confidently.