Zero alcohol meets extraordinary taste.
We believe that great taste should never be sacrificed, regardless of alcohol content. Our commitment to quality led us to craft a lineup of drinks that are not only delicious, but also completely alcohol-free.
Join us as we interview CAPI’s Director Of Innovation — and the brains behind Free Førm — Thurman Wise, on why we brought the product range to life.
“Whilst many products out there are pandering to a trend instead of focusing on what’s inside, I wanted to flip it and start with the liquid first and let that influence the packaging and messaging.”
— Thurman Wise, CAPI’s Director Of Brand & Innovation
What does ‘better for you’ mean in the context of drinks, and how does it apply to Free Førm?
‘Better For You’ is a term that gets thrown around a lot in the FMCG industry. When creating Free Førm, we wanted these drinks to help facilitate a healthier flow and lifestyle. It’s about finding balance and being able to enjoy the present moment.
We created Free Førm first and foremost as an expertly crafted, all-natural drink, free from preservatives, artificial sweetness and other nasty ingredients. We also wanted to create something that was an exceptional alternative to alcoholic beverages. Something that is not only delicious, but that our customers could be proud to order at a bar or serve at their home. We wanted to create something that could stand on its own, not just another drink that’s only merit is being alcohol-free.
For us, ‘better for you’ means many things and can meet many occasions. We wanted to create something that could be a great alternative to processed soft drinks at lunch, or perhaps a go-to option for Dry July. Or maybe its a pause moment between martinis.
For us, it’s about having great tasting options that make it easier to find a healthy balance in your day-to-day.
How does the new range meet the needs of health-conscious consumers, and what makes it stand out in the zero alcohol drink market?
I think the big thing here is that we started from building a great drink first, instead of removing alcohol from an existing drink. Whilst many products out there are pandering to a trend instead of focusing on what’s inside, I wanted to flip it and start with the liquid first and let that influence the packaging and messaging.
We really wanted to create something that people would love to consume, even if it wasn’t called a ‘Zero Alcohol Gin & Tonic’. It was all about flavour and natural ingredients first, and then working to make sure we could build the same exceptional taste without adding any alcohol.
We also had a balanced, healthy lifestyle in mind, which is no longer only about eliminating every single ingredient that can be bad in excess, and more about responsible consumption holistically. In 2024, zero alcohol, zero sugar drinks have become increasingly popular, with many consumers preferring beverages they can consume 10 of in one sitting without feeling guilty. The downside with these products is that they’ll often contain artificial sweeteners to make them more palatable. By contrast, we focused on crafting a zero alcohol drink that does contain some sugar, but is 100% natural.
Because that’s what makes a great drink, and we would rather have 2 or 3 of a great drink then 1000 bad drinks. It’s about being responsible, making smart choices and being able to enjoy your decision.
How did you create each drink? Talk us through the flavour development process.
Creating zero alcohol drinks that are also better for our consumers than artificially-made alternatives, does present some unique challenges from a flavour development standpoint. With many years of experience in flavour development, we know that the two most efficient carriers of flavour are sugar and alcohol. With that in mind, and knowing that we wanted this range to be zero alcohol, it meant that in order to create mouth feel and flavour we needed a bit of sugar — that’s why none of our products are zero sugar. Sugar adds depth and body to the drink and you’ll notice that in each of our flavours.
Like all the drinks we make at CAPI, the process starts with a hand-made recipe, and then we work from the bottom up to recreate that drink within the parameters we have set for ourself. We work with experts in the field and use the best ingredients to make sure we can capture not only a drink, but the vibe of the occasion in which it is enjoyed.
How does sustainability factor into the production and packaging of these new drinks under the Free Førm brand?
Sustainability is a very tricky word when it comes to the beverage industry and in all honesty, different types of packaging each have their own strengths and weaknesses.
For Free Førm, we saw an opportunity to try out a new format, having previously only worked with glass for CAPI. Ultimately, we decided to go with aluminium cans for Free Førm as they are light, easier to transport, have less waste from breakage, are infinitely recyclable and have the quickest turnaround time of any packaging from consumption, back to shelf.
How do you see the better-for-you and low / no alcohol beverage categories evolving in the coming years?
It’s about balance and finding a consistent, healthy lifestyle. It’s about knowing that we can’t always be perfect and sometimes we will fall off the healthy horse. It’s about acknowledging this but still trying, and choosing the products that help us make better decisions and that we can still enjoy.
I see the future being all about returning to the roots. Ignoring buzz words and passing fads and instead concentrating on all natural, healing ingredients that when enjoyed responsibly can not only be better for us, but taste amazing too.
