For this week’s issue of High Spirits, we sat down with Leon Meijers, founder of Fluere, to discuss the acquisition of his brand by Lucas Bols (the world’s oldest cocktail company) and what he sees for the future of non-alc.
DA: Lucas Bols, the 450-year-old cocktail company, recently acquired Fluere—congratulations! Why do you think this historic alcohol brand entered the non-alcoholic space? And why did you choose to be part of their portfolio going forward?
LM: Many thanks, Victoria! We believe non-alcoholic options are a must-have for every self-respecting alcohol business, because people will increasingly moderate their alcohol intake. Premium offerings like Fluere have a bright future. Moreover, there are responsibility and modernization factors at play. I sometimes make the comparison to a company like Shell: just as they need to invest in green energy, alcohol companies need to invest in non-alc.
Lucas Bols is known as the oldest cocktail brand in the world. They have such a great heritage and so much know-how when it comes to premium cocktails and global distribution. This is exactly why Fluere, as a premium non-alcoholic cocktail ingredient, is a great fit for their portfolio.
We can now claim our global share in the premium cocktail market with a 360-degree approach that includes premium alcoholic, lower alcohol, and non-alcoholic cocktails. With this full range, we’re able to frame our offerings within an “all day drinking” concept. There’s something from the Lucas Bols portfolio for every drinking moment of the day.
DA: As a rum lover, I’ve noticed your Spiced Cane is quite different from other non-alcoholic rums. Can you explain a bit about its formulation and the formulation process behind it?
LM: It’s the sugar cane molasses we use.
With it, we’re able to recreate the true essence of its alcoholic counterpart. We also include distillates to give the liquid its own unique and complex flavor profile. That’s why our product has such a complex taste compared to other non-alcoholic dark cane liquids.
DA: What’s your favorite Fluere product and how do you like to mix it?
LM: Actually, I have two personal favorites:
- Fluere Smoked Agave to make a delicious Paloma: just use 1 oz of Fluere Smoked Agave, ½ oz of lime juice, and top with grapefruit soda
- Fluere Mule: 2 oz of Fluere Spiced Cane, ½ oz of lime juice, 4 oz of ginger beer, and garnish with a lime wedge
With these drinks you experience loads of flavors, dimensions, and complexity because of the salmiana agave juice and that sugar cane molasses.
DA: Do you consider yourself a mindful drinker?
LM: Believe it or not, I’m a huge wine fan and do appreciate rum agricole. However, I haven’t had any alcohol in the past eight months, and I don’t miss it at all to be honest. I feel much more energetic and sharper than ever before.
DA: Tell us a bit about drinking habits in the Netherlands. Do you see a trend toward drinking less? What demographics are you most focused on as a brand?
LM: Here we see a growing premium cocktail category, and that provides an opportunity for our premium alcohol alternatives.
In particular, we see Gen Z moderating their alcohol intake. This opens a wide range of opportunities, not only in premium non-alcoholic cocktail offerings, but also in premium lower alcohol cocktails. At the events we’ve hosted in the past year, of the total cocktails served, an average of one third are non-alcoholic.
DA: What do you think is next for the alcohol alternatives industry? Where will the industry be in 10 years?
LM: Great questions, Victoria. The brands operating in the alcohol alternatives industry are currently being forced to increase their level of professionalism, both in the way they operate and, more importantly, in the quality of their liquids. Today’s consumers have high expectations of premium products in general. So, in our space, it becomes key to meet those expectations.
The next 10 years will be an exciting journey, as there are so many options to explore to pursue excellence. Our vision is that premium non-alcoholic and lower alcohol cocktails will become an integrated part of cocktail menus. First, the hospitality industry needs to be educated about how non-alcoholic spirits can add revenue and margin to their businesses.
DA: Any plans for the future of Fluere you’re able to share?
LM: Both my co-founder Alfred and I are full of ideas and energy to bring Fluere to the next level within the premium non-alcoholic distilled spirits space. I’m pretty sure we’ll bring some of them to market in the future. At this stage, however, our priority is expanding distribution. Because we strive for excellence in every step we take, this is our sole focus.
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Dry Atlas is your guide to the world of alcohol alternatives. We maintain the world’s largest directory of non-alcoholic spirits, wines, beers, and more to help you discover options you’ll love. We also publish High Spirits, the weekly newsletter that helps open-minded drinkers like you learn more about non-alc. Our goal is to demystify alcohol alternatives so you can navigate them with ease to pursue a happier, healthier life.
