In this week’s episode of Food to Go, brought to you by the New Food team, Sophie Brisbourne-Rhodes, Global Chief Marketing Officer for CleanCo, joins Assistant Editor Ben Cornwell to discuss the alcohol-free spirits industry and the importance of evolving a brand to align with an ever-growing and changing market.

Sophie shares insights into the factors driving recent consumer demand for alcohol-free products and the pivotal role played by the "sober curious" generation in this growth.

Later in the episode, Sophie and Ben explore CleanCo’s transition from 0.4% to 0.0% ABV last month, as well as the challenges of marketing alcohol-free products alongside traditional spirits brands.

We hope you enjoy this fascinating discussion as much as we did and be sure to keep your eyes peeled for the next episode of the Food to Go podcast next Wednesday!