"Mixed drinks work best to start with, be it an Aperol Spritz, gin and tonic or Cuba Libre."

Every year it's Dry January. A trend not just for the start of the new year. There is now even a second month dedicated to sobriety, Sober October. Desiree Kleiner has chosen this month to launch her online store Zero Alcohol. The name says it all, offering non-alcoholic drinks such as wine, sparkling wine and gin. Desiree Kleiner originally comes from a performance marketing background and has lived in Düsseldorf for 20 years. She still sees non-alcoholic alternative drinks as a niche market, but one with great growth potential. This is because the markets and offers on topics such as health, mindfulness and detox are growing and women in their 40s in particular are looking for sparkling drinks beyond apple spritzer and cola. They are among the most eager to buy zero alcohol. We asked Desiree for our 3 questions interview.

Health awareness is on the rise and campaigns like Dry January are popular with many people. You launched your online store Zero Alcohol last year in Sober October. How did you come up with the idea?
I had the idea during my second pregnancy. The topic of alcohol-free alternatives is not yet established in Germany. It's still a niche market. Things are different in Sweden, where I regularly go to visit my parents. The topic is much more present there. For example, at least one non-alcoholic wine is offered in restaurants. That is rare here. With my store, I want to create alternatives that are also high-quality. I don't sell Rotkäppchen non-alcoholic wine.

According to the German Federal Ministry of Health, around nine million people between the ages of 18 and 64 have a problematic alcohol consumption and 7.4 million people consume alcohol in a way that poses a health risk. Your Shop Zero Alcohol offers a real alternative, especially in this context, and not just in Dry January and Sober October. But of course it has to taste good. What do you recommend as a good introduction to your alcohol-free range? For example, how close is a non-alcoholic red wine to the original?
Red wine is the supreme discipline. You shouldn't expect to feel the usual complexity of a red wine on the palate. You should not compare non-alcoholic drinks with what you normally drink. For both white and red wines, the base wine must be of good quality. As a rule, the alcohol is removed from the wines, which works well with Riesling, for example. In any case, white wine and anything that sparkles are a recommended choice for beginners. Red wines such as Pinot Noir or Merlot, which are somewhat lighter, also work well. Oddbird, a Swedish brand, has a Merlot with a good balance of sweetness and acidity. However, it will not stand up to direct comparison with a Merlot. The Spanish Terro Coma, which tastes fruity and light and has subtle woody notes, is also great.

Mixed drinks work best, especially for starters, be it Aperol Spritz, gin and tonic or Cuba Libre. There is a large selection of non-alcoholic varieties of gin, some of which have the alcohol removed or are distilled with water from the outset. The added botanicals play a key role in the taste of gin. Nevertheless, I would only recommend it on its own to a limited extent. The quality is high and the production process is complex, but it lacks the volume and sharpness that comes with the alcohol. My current favorite drink is a Spritz with Limoncello from Dr. Jaglas. You can even drink it straight over ice. In combination with one of our sparkling wines, it's a perfect non-alcoholic alternative.

You published "10 good reasons to stay sober" on your zero alcohol blog. What is the best reason for you?
Health is actually the best reason - but for me it's not waking up hungover. I think the hangover is always the worst thing after drinking alcohol.

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Interview: Cynthia Blasberg
Photos: Courtesy of Desiree Kleiner