The UK Low/no category is growing as more and more consumers seek to either curb or abstain from alcoholic consumption, either as part of either a healthier living, evolving lifestyle or saving money agenda.
The simple reality is growing numbers of millennials no longer see alcohol to be a lynchpin of their health-conscious lifestyles, opting instead for regimes of light yet fulfilling functional foods, gyms and active outdoors existences.
Ticket pale ale is a young craft beer provider and low/no trail blazer whose unique pale ale with its distinct saffron twist was recently shortlisted to make the finals of this year's free-from awards
Such is the proliferation of best-in-class, low/no beers and wines that it is becoming increasing tough to differentiate a beautifully balanced low/no craft beer from its everyday alcoholic peers.
Says co-founder Ali Porushani: "Ticket Pale Ale is based on a traditional non-alcoholic Persian pale ale that was once very popular in old-school Iran, a beer famed for its meticulous small batch production and the use of best-in-class, locally sourced Persian saffron.
"As with so many spheres of food and drink, an increasingly cluttered marketplace means it isn't easy to stand out, although latest trade feedback suggests distinctive flavour profiles, exoticness & inbuilt functional benefits are key drivers when differentiating 'category heroes' from 'support cast' beverages."
Ticket pale ale involves pairing saffron with floor-malted barley to produce something that is genuinely refreshing and distinct.
The increasingly well-appreciated functional benefits associated with saffron means it provides a worthy substitute for alcohol in terms of positively affecting people's moods and energy levels, combining a beneficial mood lift in tandem with a truly refreshing drinking experience.
One of the leading lights of Alcohol Change certainly thought so with his recent upbeat review of Ticket's first foray into UK craft beers.
"After tasting (quite literally) hundreds of alcohol-free drinks, we've come to one conclusion: if you're going to make a beer with no alcohol, it must be something else to make it really memorable. This Ticket pale ale certainly has that. Uniquely (we think) it's made with saffron and lavender.
"It comes in a great looking bottle: in purple and gold with a swirling pattern like electromagnetic waves. The saffron gives the beer a striking yellow hue like no other. There are plenty of citrusy hops and the lavender adds extra floral notes. It may be a bit too much if you're looking for a straightforward light beer – it's definitely one for those who appreciate a flavour-packed pale ale."
But there's more! Later this summer Ticket will be launching their second low-no proposition, which is an equally special lemongrass infused lager.