When Frederike de Groot started World of NIX three and a half years ago – as co-founder – they had one goal in mind: non-alcoholic drinking should be just as festive and tasty as traditional choices. “Alcohol-free beer was already there, but good wines or other alternatives? Hardly.” With two liquor stores in Amsterdam and one in Haarlem, World of NIX presents a carefully curated selection of non-alcoholic wines, bubbles and more, setting a new standard.
Norm change and awareness
World of NIX goes beyond just selling drinks. They want to bring about a social shift in which alcohol-free becomes an equally natural choice. “Everyone should be able to choose with taste without feeling excluded,” says Frederike. Whether you’re at home, at a party or in a restaurant, World of NIX offers inclusive alternatives that combine style and experience. This vision is in line with the growing awareness of the health and social impact of alcohol, similar to the shifts in the broader food industry, such as the rise of veganism. People are becoming more aware of what they consume, and World of NIX makes it easier to embrace these choices.
Busy festive period
World of NIX has been working on campaigns and stock since the summer to make the holidays run smoothly, because that will be a busy one! More and more people are looking for festive, alcohol-free alternatives – from guests who are the driver to people who consciously drink less. “During this peak, we make sure we have extra staff and of course a well-stocked stock,” says Frederike. Her personal Christmas favorite? The Saboritz Spumante, our own non-alcoholic bubble that turns every moment into a party!
Looking to the future
With initiatives such as Dry January, World of NIX wants to continue to grow and introduce people to their tasteful range. “It’s an entry point, but the idea is that people see how tasty and fully alcohol-free can be,” says Frederike. World of NIX continues to lead the way with campaigns, showing that alcohol-free is not only a conscious, but also a tasteful choice – all year round.