I received a press release in regards to the the above mentioned product this morning. Hmmmm, somehow “Kalte Muschi” was instantly more appealing to me when I read about it.I’m definitely not against non-alcoholic products but what I’m against is producing something and tearing it apart at the seams in a physical process, to make another. There are actually some beers who’s non-alcoholic version I prefer to the 5% version but the difference here is the fact that the n-a version is actually made this way from the get go.

The website of the producer www.winezero.it (in Italian) states how the products are made, in short: produced in Spain (best areas of Duero – which Duero?), produced through a physical deconstruction process (yummy – I want some already) and put back together without the alcohol -  with an end result of less than 0,5% alc Vol. Now you can be sure, if they reached the 0,1% mark, they would write o,1… so we can figure it’s somewhere around 0,4999999%. And in this process, there is practically no loss of aroma! Say they. Oh man!!!

Even better was the press release stating the advantages:

1. No risk to your health – drink less maybe?? Reminds me of all the fat-free, cholestorol-free, duty-free freaking food out there!
2. Great for Abstinents (due to diet? Alcoholics too maybe?), Muslims – (Really?? Muslims?? Does Allah allow 0,5%??) – they must be kidding, right?, Pregnant women, Under age drinkers who don’t want to leave out a moment of conviviality and run the risk of being “over the limit” – take a cab/bus/subway maybe??

It ends with something about “giving the consumer a choice”. Look forward to the choices made. Sounds like an overpaid Marketing agency grasping at straws. I’m going to stop here.

I ordered samples of this product and look forward to seeing if they follow through with shipping them. Then you’ll get the 411 on the aroma thing.