THE CHALLENGE

Coca-Cola’s Venturing and Emerging Brands (VEB) division looks at societal changes that they can tap into with beverages that answer a consumer need. Our challenge here was to identify and develop a to-the-world line of beverages that finally answer the question, “What should I drink when I’m not drinking?”

OUR WORK

We conducted in-home ethnographies to understand why individuals were choosing to pass on alcoholic drinks and what they were looking for in a substitute. With these insights, BEACON delivered a line of flavor-forward drinks made from ingredients that bartenders use. Each of the 4 drinks delivers a unique kick without the alcohol.

THE RESULT

Coca-Cola’s Venturing and Emerging Brands division launched Bar None in Atlanta in fall 2018 as a sophisticated non-alcoholic beverage line answering “What do I drink when I’m not drinking?” Developed in just 10 months from consumer ethnographies, it featured four flavors—Spiced Ginger Mule, Bellini Spritz, Dry Aged Cider, and Sparkling Sangria—in premium amber glass bottles. At the Taste of Atlanta festival, it received strong initial feedback, with 93% of samplers saying they would buy it and 78% willing to drink it straight. The drinks used bartender-style ingredients like vinegars for a unique kick and ranged from 70 to 130 calories per bottle. However, post-launch reviews were mixed, with many finding them overly sweet and aggressively vinegary. Distribution remained limited to the Atlanta region with no national rollout. Ultimately, Bar None failed to drive enough repeat purchases and was quietly discontinued.