The concept of ‘clean label’ is commonplace in food and carbonated drinks: favoring a simple and limited ingredient list over lengthy small print of unrecognizable additives and other ‘nasties’.
This idea, however, is less established in alcohol: a product that isn’t even required to list ingredients on labels.
But consumers are demanding more transparency in what they eat and drink and that’s now extending to alcohol.
So much so that the Clean Alcohol Collective has been formed to lead the conversation: bringing together alcohol brands that are prioritizing ingredient transparency and clearer standards across the industry.
Demand for transparency
Founded by Meredith Mills-Merritt (founder of RTD The Original Southside) and Conor Begley (Fathers Brewing), the Clean Alcohol Collective believes that a clean alcohol revolution is long overdue.
“There is such a shocking lack of transparency and education in the alcohol industry that this feels necessary,” says Mills-Merritt.
“And consumer behavior is changing. Today’s drinkers are reading labels, asking questions, actively seeking transparency when it comes to ingredients. The alcohol category is overdue this shift.
Alcohol labeling legislation
In the US, non-alcoholic drinks are covered by the Food and Drug Adminstration (FDA) and must provide a Nutrition Facts panel
Most alcohol products, however, are covered by the Alcohol and Tobacco Tax and Trade Bureau: and do not need to provide this panel.
“Rather than waiting for the industry to evolve on its own, we felt it was important to lead the conversation: setting clearer standards, elevating education, and helping consumers make more informed choices in a space that hasn’t traditionally offered them that opportunity.”
What’s lurking in alcohol?
The Clean Alcohol Collective has already developed a ‘No List’ of problematic additives and ingredients. That’s been based on standards being set elsewhere in the industry: primarily by retailers.
“We developed the list based on the criteria we found within Erewhon, Whole Foods, Sprouts and other natural grocers - we didn’t want to reinvent the wheel!” explained Mills-Merritt.
That list currently includes HFCS, aspartame, glycerin, sucralose, acesulfame, artificial colors and preservatives such as sodium benzoate and potassium sorbate.
The No List
The Clean Alcohol Collective's No List is comprised of the following ingredients: Malt Liquor in RTD (beer requires certain malts to be made, but under the collective's requirements they need to be exclusively in beer and organic), High Fructose Corn Syrup, Aspartame, Glycerin, Sucralose, Acesulfame, Potassium (Ace-K), Neotame, Advantame, Saccharin, Artificial Colors (FDC Red No. 40/Allura Red AC, FDC Red No 3/Erythrosine, FDC Yellow No. 5/Tartrazine, FDC Yellow No. 6/Sunset Yellow FCF, FDC Blue No. 1/Brilliant Blue FCF, FDC Blue No. 2/Indigotine, FDC Green No. 3/Fast Green FCF), Artificial Preservatives (Sodium Benzoate and Potassium Sorbate).
It also has natural flavor specifications since other ingredients can be hidden away in these: namely no maltodextrin, no non-organic sugars and no propylene glycol.
Tequila already illustrates the backlash against additives and rising demand for clean label products.
The trending Mexican spirit is often made with additives like caramel coloring, glycerin, oak extract and sugar syrups to mellow flavor or add color: yet these ingredients do not have to be disclosed.
That’s led to a raft of additive-free tequila launches as brands seek to differentiate themselves from the pack and offer a more premium alternative: including Tequila Ocho, Don Londres, G4, Lalo and Siete Legas.
And RTD alcohol is another category under growing scrutiny, where consumers are often disappointed to find that the margarita or ranch water they buy is actually a flavored malt-based beverage with no tequila at all, instead boosted by less savory ingredients.
Sugar and sweeteners
The Clean Alcohol Collective is clear that HFCS and aspartame don’t have a place in clean label drinks.
RTD cocktails and mocktails, however, often contain hidden high levels of sugar: which is an increasing concern to many consumers and a potential dampener on the category’s growth.
“Our approach on sugar is, just like alcohol consumption, it’s a personal choice on how much you want to consume,” says Mills-Merritt.
“As long as you disclose the amount of sugar, that’s the biggest part.”
One of the Clean Alcohol Collective’s first tasks is to set out standards for clean label alcohol. The ‘No List’ may signal its ultimate goal for a better industry: but there are ways alcohol brands can make other steps forward.
“Even if you don’t want to manufacture something that is “clean” we ask you to at the very least put the ingredient list and nutrition facts panel on the product, like all other products in a grocery store are required to do,” said Mills-Merritt.
“Of course, my hope would be that we move towards higher standards across the board but that’s definitely not an overnight thing.”
Also on the agenda for the Clean Alcohol Collective is the Clean Alcohol Collective Seal: which could provide an easy signal that brands meet the group’s standards.
What’s most important, right now, however, is to get brands thinking about their brands and how they can set themselves for a clean label future.
“With clean being such an unregulated term, it’s our duty to educate, educate, educate,” said Mills-Merritt.
