The first big challenge for Arkay is to get people to try their alcohol-free spirits-flavored drinks. The solution: Give away 5 million minatures.
‘Giving product away as free samples is catching the public’s attention and give Arkay momentum, distribution of samples to outlets in 200 cities will be one of the first marketing efforts” made by Arkay – said Arkay’s president, Sylvie Grattagliano.
Arkay thinks there’s a big market for its alcohol-free drinks, noting that about 18% of U.S. adults have alcohol-related problems.
That 18% figure is based on a new definition of alcohol use disorders in the DSM-5 handbook. The new definition classifies problem drinkers as those who have two of 11 symptoms including continuing to drink even if it harms relationships, drinking harming performance at work of school, or inability to quit. The severity of the problem is classified by the number of symptoms a person has.
Overall, men were more likely than women to have trouble with alcohol, and the issue was particularly noticeable among 18- to 29-year-olds, with about 7% showing symptoms of the most severe form of drinking problem, the study found. The researchers say that is in line with increasingly higher rates heavy of drinking among the age group.