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Archive for the ‘General’ Category

How to advertise alcohol-free beer

Saturday, April 10th, 2010

Let’s play a game. Pretend you’re making an advert for alcohol-free beer.

You’ll need to pick someone to star in it.

You’ll want someone successful, obviously.

Someone likeable, naturally.

Someone with an unblemished public record, surely?

In short, you’d want a fine upstanding, successful, famous and likeable star.

Someone like… Mickey Rourke?

No, we didn’t think of him either – but thankfully, Bavaria did.

And Bavaria really do deserve credit here for having the balls to run with an advert many wouldn’t entertain. I’d love to have heard the ad agency pitch. They also deserve credit for convincing Bavaria to go with it.

It’s a surprisingly good advert, for a surprisingly good beer.

Be warned, it does contain some strong language.

Back to normal

Monday, January 11th, 2010

We’re happy to report all is back to normal with our online service and shop now. Thanks for your understanding during the bad weather last week and especially thanks to the many customers – both existing and new – who sent in their photos and emails for our How Deep Is Your Snow? promotion which really helped keep our spirits up and, from your kind emails, many of yours too!

Open again…

Friday, January 8th, 2010

We re-opened for business yesterday (Thursday) and all pending orders have now been despatched. Apologies for having to shut on Tuesday and Wednesday but it was simply too dangerous for staff to get into work and the bad weather meant deliveries were unlikely to reach customers anyway, even if we had despatched them.

Understandably, couriers are still having problems delivering to lots of areas and we are still expecting delays in orders reaching customers but they are on their way. If you haven’t had your order by early next week, please do contact us.

Our Manchester shop will be closing early today though, at about 4pm, to allow staff to get home safely before it gets too dark. Thanks for your understanding.

How deep is your snow? Take a snap and claim a discount on your next order.

Wednesday, January 6th, 2010
Our Manchester shop in the snow

Our Manchester shop in the snow

We’ve been snowed in since yesterday in Manchester where we’ve had at least 8″. We haven’t been able to ship online orders and we’ve had to shut our Manchester shop too.

Conditions have worsened overnight and the roads are treacherous.

There’s nothing worse for a shop than not being able to sell, so we thought we’d have a bit of fun and hopefully encourage you to do a bit of shopping.

We want you to get outside with a rule or tape measure and take a picture of yourself showing us just how deep your snow is. Then we’ll give you a discount on the cost of an order you place this week based on the depth of the snow in your area.

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How to make non-alcoholic beer…

Sunday, December 13th, 2009

An interesting podcast by “The Chemical Reporter” on the BASF website – How To Make Non-Alcoholic Beer.

Adult drinks for adult diners

Saturday, November 7th, 2009

Yesterday I asked a question on Twitter.

“Why do restaurants and chefs think they know better than their customers when it comes to alcohol-free wine and beer?”

It provoked a few responses.

One person replied “perhaps because they do, food and drink being their area of professional expertise?”

This is the same sort of thinking the leads to chefs refusing to cook a steak to the customer’s liking because the chef knows best.

Well, maybe the chef does know best, from a technical perspective, but from a taste perspective the only thing that matters is the taste-buds of the paying customer.

The same applies to drink.

If a customer wants an alcohol-free beer or wine, that’s what they want.

They don’t want water.

They don’t want cola.

And they don’t want yet another orange juice.

They want a good de-alcoholised Merlot, a fruity de-alcoholised Chardonnay or a great alcohol-free wheat beer.

Other people replied agreeing that they found it hard to find alcohol-free drinks when they went out, and they wanted the choice too.

One woman said she often phoned up before hand to find out if the restaurant sold any alcohol-free wine or beer.

Her husband doesn’t drink, and he isn’t alone. There are lots people like him around the country.

Pregnant women. Dieters. People on medication. People in recovery. Drivers. Workers on call. People of certain faiths.

There are lots of reasons people don’t drink.

As I said in my reply to her “yes & many people base their decisions on availability of alcohol-free for one or more in the group. no alcohol-free = lost sales”

We’ve had restaurants tell us they don’t sell alcohol-free wines because they don’t think they are good enough.

The chances are they haven’t tasted an alcohol-free wine since Eisberg, 20 years ago. We don’t sell Eisberg.

But even if they have tasted a good alcohol-free wine and still don’t like it, that isn’t the point.

We are testament to the fact people who drink alcohol-free wines like them.

We’ve been selling them for nearly 4 years. We sell a lot of them.

It’s like a restaurant refusing to sell anything but meat.

No one expects all restaurants to sell only vegetarian food. But they do expect a vegetarian option.

If you were a vegetarian in a group of meat eaters and the restaurant had nothing to offer you except beans on toast, you’d be understandably annoyed.

Especially if your fellow diners were tucking into the finest steak or lobster.

But when it comes to drinks, all we are offered are the beans on toast – the water, the orange juice, the cola.

We aren’t 10 years old. We don’t want soft-drinks.

We are adults. We want an adult drink with our adult food.

Is that really asking too much?

Put in my place

Thursday, October 8th, 2009

I was at a party on Saturday night to celebrate the 60th birthday of a long-time friend of ours. A good time was had by all, including those of us who didn’t drink alcohol.

It certainly made a change to go to a party and be able to enjoy a glass of de-alcoholised wine and a cold beer. The host had stocked up on some of our drinks and many guests took advantage of them. It also made a change to not have drunken people say “Why are you not drinking? What’s wrong with you?” which is common if you are seen with a soft drink in your hand.

With a glass of de-alcoholised wine or beer in your hand, no one is any the wiser and they just get on with having a good time.

Ever better was seeing a couple of people pouring out some of the Weinkonig Merlot I had brought along, taking a sip, and then walking away happy – completely unaware they were drinking de-alcoholised wine.

To get to the title of this blog “Put in my place” I was told off by a friend of the host, who is also a customer of ours, because I hadn’t updated the blog much recently. I did apologise to her, and do also to you. We have had a lot to do recently with the shop and warehouse move, getting the new shop ready, etc.

I’ve also personally been busy on our new web site which is due to go live very soon. It’s based on the same site we have now, with an improved design and the odd enhancement to make your shopping experience better (for instance, you will be able to add items to your basket from the category listing without having to click on to the individual item).

When the site goes live, please don’t panic! Yes, it looks quite different from the current site on first glance, but it does basically work the same as the current site and you shouldn’t have any problems shopping as normal. If you do though, please let us know. We have worked hard to get the site ready and bug-free, but it’s always possible something may still be wrong when it goes live and we’d appreciate it very much if you would tell us of any problems you find so we can fix them.

Alcohol, alcohol everywhere…

Friday, September 4th, 2009

Guest contributor Dom Conlon, from advertising and design agency Head First, shares his thoughts on the public image of alcohol.

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Find us on Facebook

Friday, July 3rd, 2009

We’ve just created a new page on Facebook for The Alcohol-Free Shop. Please do visit, “become a fan” and get involved. Let us know how we can use the page to improve our service and chat with us on the discussion forum! You can visit our page at http://www.facebook.com/pages/Manchester/The-Alcohol-Free-Shop/212147610293

Women in Business Award

Saturday, June 27th, 2009

Tonight I am exhausted. It’s been a busy week.

On Thursday, I was delighted to win an award for Women in Business presented by Manchester’s Lord Mayor Cllr Alison Firth at Manchester Town Hall.

The award recognises women who succeed in businesses based on ethical or cooperative principles. It was one of several made that night to women of achievement in fields such as voluntary service, health promotion, race equality, and the advancement of women in political life.

It was a great great honour (not to mention a complete shock) to share a stage with these women, many of whom have made great strides in spite of disadvantage, discrimination, disability or personal suffering. To meet them and hear their stories was an inspiration.

On Friday morning my feet were firmly back on the ground, well, up a ladder actually, as we continued painting our new shop. Even ‘award winning’ business women have to do their share.

Although we’re still working hard to get the shop ship shape, we’ve been determined to keep up business as usual.

This is harder sometimes than others. Visitors are always welcome at the shop. Unfortunately, we still don’t have any signage so, even though we are on a major route into Manchester, we can be tricky to find.

Today our customers were gracious enough to turn a blind eye to the paint in my hair, scruffy t-shirt, and holes in my old decorating jeans when they called in to sample our wines and beers.

Thankfully, they were very patient even though not all our systems are fully up and running which means processing payments can be slow.

We expect to be up to speed by this time next week when we hope more customers will come and see our new premises, and I can show off my award!

For now, I’m going to finish my glass of Weinkonig Merlot, and call it a night.

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"I think both these wines are terrific - I have lost a stone since the beginning of January as I have also been drinking the marvellous Holsten non-alcoholic beer. Well done to you for stocking these super drinks!"
Alice Harper, Colchester

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Visit our article section to find out how de-alcoholised wine is made, why it costs the same as alcoholic wine and what "alcohol-free" actually means.

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