A love affair with Monday: Zero proof spirits making mornings easier
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Whiskey and bourbon has been romanticised for over a century in songs and poetry, so when it comes to making a non-alcoholic zero proof version, there are big shoes to fill trying to replicate its essence. Up until several years ago, non-alcoholic whiskey was just a pipe dream for anyone wanting to be a mindful drinker but that all changed when access to modern beverage innovation collided with the growing consumer demand for dry drinking.
Drink Monday is a non-alcoholic spirits brand from Southern California that already has a legion of fans, and their ethos reflects a movement rather than a moment. Monday’s brand underscores the importance of living life and being present, but without sacrificing the experience and pleasure. In their own words “this is a movement that refuses to choose between good health and great taste”.
The brand was founded in 2019 by two health-focused entrepreneurs who both wanted to get up on a Monday and be clear-headed without having to give up socialising on the weekend. Neither could have predicted how much their founding principles were going to catch on.
“We had a feeling back in early 2019 that this category was set for a big boom, but I'm not sure we expected it to go as far and as fast as it has,” explained Monday co-founder Chris Boyd.
Monday’s non-alcoholic whiskey is one of three Monday products, and is unique and flavourful with an unexpected depth for a zero proof product. There are the obvious spicy notes people have come to accept as a way to replicate the ‘burn’ of alcohol, but beyond that lies a caramelized malty barrel-aged flavour reminiscent of a Tennessee whiskey filtered with sugar maple charcoal.
“We had an end-goal in mind in terms of the taste profile based on our collective years of drinking the hard stuff and continued to drive toward that north star,” explains Monday co-founder Chris Boyd. “This means getting creative in the distillery, trying novel approaches, methods, and equipment (both conventional and unconventional) and not being afraid to iterate hundreds or even thousands of times until we get it right.”
Clearsips is the Canadian importer of Monday and they say it’s been a huge hit here.
“Most people that order Monday from us are repeat customers, people are trying the product and coming back for more. This is a great testament to the quality, taste and longevity of Monday,” said Mary Thompson, marketing director at Clearsips who also says they were really looking for an alcohol-free spirit that could ‘hold up’ in a cocktail when they came across the brand
The other draw for consumers is the health-forward labelling Thompson explained.
“All of Monday’s spirits are gluten-free, vegan and the big-8 allergen free, so people who are health conscious or have food sensitivities can enjoy them worry-free.”
Despite the huge success Monday has had, Boyd says it’s not without its challenges.
“This category is new and the rules aren't written, which comes with opportunities along with a hefty set of challenges. The biggest hurdle is working without the main compound in the spirits we're trying to replicate. Alcohol is an amazingly powerful flavour extractor which is out of bounds for our formulations, leaving us without a real playbook to work from.”
Thanks to a talented master distiller though, and a passionate team, the products that Monday has developed are innovative and a special addition to any bar whether it's a dry bar or not. Boyd says he has expansive dreams for the future including alcohol free options for the masses becoming commonplace.
“We see Monday becoming an iconic global brand known for enabling deep social connections, bringing people together, and celebrating life, with a deliciously complex drink in hand that's alcohol free!”
How to drink Monday Zero Alcohol Whiskey
Founder Chris Boyd has a simple Monday whiskey and ginger for lunch every day, while Clearsips’ Mary Thompson says her go-to for the fall has been a warm whiskey sour.
Because of the sweet(ish) backbone, Monday non-alcoholic whiskey pairs really well with crisper and cooler flavours with no need to add simple syrup or other sweeteners, so here is an easy fall recipe to make with Monday Zero Alcohol Whiskey.
The Non Alcoholic Harvest Whiskey Fizz is an easy stirred drink marrying the flavours of harvest apples and the maple whiskey notes in the Monday zero proof whiskey.
INGREDIENTS
2 oz Monday Zero Alcohol Whiskey (scant)
1 oz fresh apple cider
0.5 oz fresh lime juice
2-3 oz ginger ale (not ginger beer)
PREPARATION
Combine the first three ingredients in a rocks glass with ice and stir to chill.
Top with ginger ale.
Garnish with an apple slice or cinnamon stick.
Non Alcoholic Harvest Whiskey Fizz
Ingredients
- 2 oz Monday Zero Alcohol Whiskey
- 1 oz fresh apple cider
- 0.5 oz fresh lime juice
- 2-3 oz ginger ale (not ginger beer)
- Pinch of cinnamon
Instructions
- Combine the first three ingredients in a rocks glass with ice and stir to chill.
- Top with ginger ale.
- Garnish with a sprinkle of cinnamon and an apple slice or cinnamon stick.
