Zero Specialist: The non-alcoholic expert arrives on the beach.

Following this “lesson,” more than two-thirds of the businesses subsequently ordered the product from the relevant agent, an average of 50% more than for a new product presented in a traditional way.

On the one hand, consumers, who have been hearing about no-lo cocktails for months, but without any motivation, always end up asking for a generic non-alcoholic drink. On the other, bar and restaurant managers, struggling with chronic staff shortages and seasonal workers who lack the specialized skills and, more importantly, the time to understand, learn, and then share this world. Upstream, Italian companies with quality products are struggling to find a foothold in a sector dominated by large multinationals and must sharpen their ingenuity. As Roberto Castagner, owner of the eponymous distillery in the Treviso area, explains: "You can make a great product by studying and selecting the best botanicals, even reducing sugar content, significantly differentiating yourself from any industrial non-alcoholic drink made with sugar and artificial flavors; but if you can't explain it, no one will order it. That's why we've created a role that didn't exist in our workforce, a Zero Specialist : a bartender who explains how to prepare, serve, and describe non-alcoholic cocktails with our new Zero Alcohol products."

Daniele Candosin , Castagner's °Zero Specialist, began his work two months ago, starting with the beaches of the Veneto coast, where vacationing GenZers are making their preference for non-alcoholic aperitifs clear. In Jesolo, in just a few days, he covered over 40 establishments, from restaurants to beach bars, which are happy to offer new ideas. Following this "lesson," over two-thirds of the establishments subsequently ordered the product from their agent, an average of 50% more than for a new product presented in a traditional way.

"This confirms," Castagner continues , "that bars sense a desire for innovation, especially among younger audiences. However, a cocktail requires time and expert hands, which is why our offerings for this type of drink must also change, with a different service, on-site training, and solutions that simplify the process without sacrificing quality."