TÖST: Bubbly Without the Buzz
By Lorrie Baumann
TÖST is a beverage designed to impart many of the aspects of an alcoholic beverage but not have any alcohol for all of us looking to celebrate the everyday. “About 60 percent of the U.S. population either doesn’t drink or drinks less than one alcoholic beverage a week, yet the consumer wants something to drink that’s meaningful, that has a sophisticated taste,” says Brooks Addington, the Chief Executive Officer of TÖST Beverages. “There’s a large number of people out there who don’t want to drink but don’t have a lot of options to choose from. People are looking for something that’s meaningful, that has some sophistication and pairs well with food, but doesn’t have a lot of sugar in it…. We see that void in the market, and that’s what we’re going after.”
TÖST is dry and has some astringency – it has many of the benefits of a prosecco but none of the alcohol. “It’s accessible as a kind of non-alcoholic prosecco that you might have at home while you’re making dinner, and it’s fun,” Addington says. “Sparkling water is great, but sometimes you may want something more than that.”
Addington notes that sparkling water sales have grown greatly in the U.S. over the past five years, and the American market is registering strong interest in alternatives to traditional sodas.
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For those who do drink alcohol, TOST also makes a great mixer, Addington says. “Bourbon and TÖST is great,” he says. “Vodka and TÖST with a lime wedge is pretty special.”
TÖST has launched with one flavor, with additional flavors planned for release in the spring of 2019. “You’re going to see flavors that are in line with where we are today,” Addington says. “We’re not going to have super esoteric flavors – they’ll be refreshing and light, yet meaningful and sophisticated. I don’t see us as having a dozen flavors down the road – we’ll be very focused on ensuring that product #2 and product #3 are as good as product #1.”
TÖST is offered in 750 ml bottles that retail for $6.99, and the company just launched a 12-ounce bottle at this year’s Summer Fancy Food Show. The 12-ounce bottle retails for $2.49 and is offered as a 4-pack that retails for $9.95.
