As Gen Z turn to teetotal living, London’s first low-alcohol bar, Shaman, sets the trend for healthier, booze-free socialising with a menu of virtuous drinks. Emily Eastman reports
Opened in early 2020, Shaman is an innovative “nolo” bar in London’s Leman Locke aparthotel in Aldgate has filled a gap in the market for no/low-alcohol drinking, a trend that is being widely adopted among health-conscious Gen Zers. (Read this BBC story, for example, about the rocketing of nolo beer sales among 18- to 24-year-olds.)
Shaman has, apparently, been built around “healing, rejuvenation and self care”, and although it looks more like a day-time cafe where alcohol consumption wouldn’t be a big thing anyway, the fact is, only “no and low ABV” beverages are available to buy.
The menu has been created in collaboration with renowned chef Robin Gill and nutritional consultant Olga Hamilton, and takes inspiration from the success of Dirty Lemon, a brand owned by American entrepreneur Zak Normandin that manufactures health drinks.
Shaman was dreamt up by hospitality trailblazers the Initiative Group – a foursome comprising entrepreneurs Thibault Bouquet, Romain Dreyfus, Youri Michel and Romain Ribera – with a vision to disrupt the British food and beverage industry.
Last year, for example, Coca-Cola launched a range of alcohol-free drinks called Bar None. Products include a Sangria, Bellini Spritz, Dry Aged Cider and Ginger Mule.
Shaman is the latest in a series of new openings and product launches by the Initiative Group. April 2020 is set to see the opening of a second Shaman, this time is Bermondsey, followed by the launch of a beer and coffee retail and distribution platform.
What’s coming next? Trend reports available to download HERE