🍸Celebrating the No– & Low– ABV Cocktail & Mocktail Movement
“Drinking culture needs to evolve to the point where nonalcoholic options are standard…It’s about providing choice, not judgement, and ensuring everyone has a seat at the table, regardless of their relationship with alcohol.”, Chris Cardon (founder of Continuous Beverage Solutions) in a conversation with Justin Koury (BevFluence) published in Artisan Spirit Magazine.
BevFluence seeks to partner with innovative brands, bartenders, and beverage storytellers to showcase how thoughtful, low-lift drinks can make a high impact on culture, hospitality, and wellness. The campaign will increase brand awareness by targeting an audience of media, bartenders, digital artists, and consumers. Brands will also gain insights into audience preferences through social media engagement and campaign analytics.
Friends in Low Places will follow our successful campaign format where BevFluence® will curate the influencers and monitor engagement through our proprietary platform. Registered participants will have access to the content generated through this BevFluence® Collaborations platform in real time. Each digital artist will receive at least two products in order to widen the scope and reach of each individual registrant. The campaign will last year round with seasonal themes such as New Years, Valentine’s Day, Spring and Summer, and Autumn sippers.
The entries will also be included in the various BevFluence® Speakeasy and Bartender Lab events planned in 2025. At each Speakeasy, there will be at least one bartender lab dedicated to mocktails or another similar topic relevant to No– & Low– ABV products. Register here to get started. The normal cost per entry is $250, however, we will work with brands with a large portfolio to provide a discount.Â
đź’ˇ The Vibe
“Friends in Low Places” isn’t just a catchy name—it’s a campaign that champions the bold, bright, and brilliantly mindful shift happening in bars, restaurants, and home kitchens across the country.
We’re spotlighting a new generation of drinks—Little Libations—mini-mindful cocktails and mocktails with maximum creativity and zero judgment. Whether no-proof, low-ABV, or somewhere deliciously in between, these drinks belong in the spotlight.
🍷 The Lowdown on Wine
No- and low-alcohol wine is having a moment—and we’re here to make it last. From de-alcoholized pĂ©t-nats to low-intervention chillables and sessionable spritzers, today’s mindful drinkers are seeking out wines that deliver vibe and vitality without the buzz.
In Friends in Low Places, we’re highlighting:
- No- and low-alcohol wines as stand-alone summer sips
- Spritz-worthy bottles for bartenders and home entertainers
- Non-alcoholic wine alternatives paired with food, sunshine, and occasion
- Brand interviews and behind-the-vine stories in podcast and zine features
Your wine belongs in this conversation—and in the glasses of buyers, bartenders, and lifestyle media rethinking the way we drink.
🍋 Beyond the Bottle: The Flavor Architects
From bar carts to backbars, the real magic of the no- and low-ABV movement comes from the unsung heroes: non-alcoholic spirits, bitters, ready-to-drink cocktails, low-proof bottles, mixers, apéritifs, and liqueurs.
Friends in Low Places honors these essential players by:
- Showcasing non-alc spirits and apéritifs as the foundation of Little Libations
- Exploring how bitters and mixers shape flavor without overpowering proof
- Highlighting low-ABV liqueurs and fortifieds perfect for session sipping
- Including RTDs in tasting kits and bartender labs for creative remixing
- Featuring brand makers and creators in podcast interviews and digital stories
Whether you’re shaking, stirring, or sipping straight from the can, this campaign ensures your product is seen, tasted, and talked about—across social, trade, and consumer channels.
🎯 Goals
- Put No- and low-ABV brands front and center in seasonal drinking culture
- Create and amplify recipes for Little Libations across digital and live channels.
- Build meaningful connections between brands, bartenders, media, and buyers.
- Encourage exploration, inclusion, and mindful indulgence in every glass.
🍹 What’s Included for Participating Brands
đź“ş Media & Storytelling Exposure
- Feature in Podcast Episodes (Swig & Ramble: Summer Sips Series)
- Interview Opportunities (founders, distillers, or brand reps in video/audio content)
- Inclusion in Digital Zine featuring recipes, stories, and bartender spotlights
- Social Media Features: Branded content, reels, and shareable assets
- Email Newsletters: Dedicated spotlights to 26K+ engaged beverage professionals
🍸 Liquid-to-Lips Activation
- Bartender Labs: We’ll pair your product with bartenders to craft custom Little Libations
- Mindful Tasting Kits: Delivered to a curated group of media, buyers, and influencers
- Summer Sips Showcases: Your brand as a stand-alone star for refreshing seasonal sips
🧠Professional Engagement
- Panel & Roundtable Invites: Speak on industry trends, brand positioning, and recipe development
- Custom Recipe Features: Low-proof and zero-proof cocktails designed around your product
- Data & Reporting: Engagement insights and content usage rights
🌞 Timeline
- May–June: Brand onboarding, product pairings, content planning
- June–August: Content creation, tasting kits shipped, podcast tapings, social rollouts
- August Wrap-Up: Release of the Summer Sips zine and reporting
🔥 Why Join “Friends in Low Places”?
- Be part of a campaign that celebrates flavor, balance, and cultural change.
- Get your brand into the hands of tastemakers, bartenders, and buyers who shape menus and markets.
- Build a library of branded content—recipes, interviews, reels—for long-term value.
- Position your products as go-to picks for seasonal, mindful, inclusive sipping.
Contact Justin Koury for more information.
