Discover how non-GMO ingredients can position your craft spirits as ultra-premium and appeal to health-conscious consumers in a growing market.
The COVID-19 pandemic heightened consumer concerns about how food and beverages affect their health. One key area of focus is Genetically Modified Organisms (GMOs), with many consumers seeking products they perceive as healthier, including non-GMO options. A 2020 Lightfoot/Mintel survey of 2,000 US adults found that 47% believe non-GMO foods are healthier than those containing genetically modified ingredients.
Further research in October 2021, targeting the weight nutrition sector, found a growing interest in products with natural ingredients. This insight extends to the spirits industry: “Brands can enhance their formulas with a more ‘natural’ appeal by using botanical actives and GMO-free or organic ingredients.” Craft distillers could use non-GMO ingredients to position themselves as ultra-premium brands.
In Europe, non-GMO foods and drinks have seen increased demand for over two decades, driven by consumer distrust of genetically modified ingredients and stricter regulations. This trend has been especially pronounced with whiskey. In the US, non-GMO spirits are becoming a hallmark of premium and ultra-premium brands, offering a unique selling point for distillers looking to differentiate themselves in a competitive market.
Producing non-GMO distilled spirits requires strict adherence to verified standards. According to the Non-GMO Project Verification Guide, potential risks in alcohol production include “fermentation media” such as corn, added ingredients like flavors and coloring agents, and microorganisms like yeast and enzymes. Ensuring compliance with these guidelines can be complex but rewarding, as it strengthens brand positioning in the health-conscious market.
However, there are regulatory challenges. The non-GMO Project explains that while their verification mark is allowed on alcohol products, the Alcohol and Tobacco Tax and Trade Bureau (TTB) may prevent non-GMO claims on certain products sold in the United States. While not universal, this restriction applies to specific alcohol products subject to TTB oversight. Furthermore, the TTB cautions against making health claims in association with alcohol products.
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