As we all know, beer, wine and especially distilled spirits—unlike say chocolate and soft drinks—are an acquired taste. And if it weren’t for the relaxing, inebriating effect of the alcohol, most of us wouldn’t bother waiting till our palates learned to tolerate the flavor. Or, to put it more bluntly, if booze didn’t get you high, who would bother to acquire a taste for it?
Which makes me wonder about the appeal of ArKay, a nonalcoholic but whisky-flavored beverage. At first glance, it seems to me to have all the appeal of a bitter tasting cough medicine that claims no medicinal benefits. And at second glance too. Why would anyone find it appealing?
The Huffington Post might have been a little aggressive by saying that it “Smells Like Shoe Cleaner, Tastes Like Horse Saddle.” But it does point out that for dietary or religious reasons not everyone can consume alcohol. Though that begs the question as to why they would therefore want the taste of alcohol.
And what would their slogan be? “The acquired taste. Without the pleasure.”?
(Maybe this would be a good contender for next year’s headline contest on my blog.)
If ArKay captures a meaningful portion of the beverage market I will humbly apologize. I have been wrong before. (Note to self: See if that is actually true.) But till and if then, let me suggest that when you think outside the box when developing your concepts, you needn’t completely abandon reality.
Got the idea?