Within the last five years, the demand for and consumption of non-alcoholic drinks has seen a significant spike. Paired with the launch of campaigns like Dry January, which became an official campaign over 10 years ago via Alcohol Change UK, it's clear that sobriety is no longer being seen as just a health fad or a trendy challenge. It is evolving into the mainstream alcoholic drinks market in a time where social drinking is at the core of many social gatherings - whether it's within a party setting or at more formal events and celebrations. The motivations that lead to sobriety can also differ for everyone. For some it's to live a healthier lifestyle, for others it might be religious reasons or to save a bit more money. Regardless, people still wish to enjoy the great tastes that cocktails offer without the cons. Introducing: non-alcoholic cocktails.
In this editorial, Treesha Millicent (@treesha.jpg) proves that simplicity sells, in her enticingly rich and glowy product photoshoot for non-alcoholic drinks company, NOA Drinks. The Canadian based photographer showcases the innovative brand's non-alcoholic Espresso Martini which is sold in a slim and convenient aluminum can, wrapped in their contemporary warm toned branding aimed to represent the deliciously bold aromas of coffee inside.
This shoot captures the cozy glow of sunrise, blending it with a touch of glamour. For the lighting, I took cues from the soft morning light peeking through blinds…
The iconic cocktail that is known and loved today as the Espresso Martini was invented by renowned british bartender Dick Bradsell in the 1980's, after he was requested to make a drink that could simultaneously wake you up and get you drunk. Not too much to ask for, right? This sophisticated cocktail that is traditionally served in a V-shaped Martini glass, or more rounded Coupe glass, is described as a "sumptuous mix of vodka, coffee liqueur and espresso...it's rich, indulgent and creamy...", and while NOA's take on the alcohol free Martini comes in the form of an aluminum can, it is quite natural to associate cans with sodas and energy drinks, those of which are not typically associated with glamour or luxury as they are casually consumed in almost any setting whether that's at home or out and about. Unlike the classic Martini glass, which is reserved for and associated with restaurants or at home dining. However, Millicent's set design and styling undeniably shines NOA's canned cocktail in a unique light. She notes that she "added a hint of sophistication to showcase the vibe of a martini instead of your typical coffee." This is achieved through her use of chic props, such as the fascinating gold drinks tray, and her clever incorporation of sparkling Martini glasses that create the perfect visual association between the product and the elegant experience of sipping the coffee based spirit, which NOA makes accessible to customers on the go. Additionally, Millicents use of classy drinking vessels alongside the original NOA cans give the product itself more duality whilst elevating her images as serving suggestions that serve to inspire customers.
Millicent shows that canned Martini's can be classy too!
Treesha Millicent
© Treesha Millicent