ZAG Drinks, a leading non-alcoholic brand, is answering the call for change within the drinks industry with the launch of its new flavour: ZAG ICE. Crafted in the UK, ZAG ICE is a 0% ABV adult soft drink, full of zesty ingredients that pack a flavoursome punch, including lime, mint, juniper and Assam tea. It is designed to cater to the rapidly growing consumer demand for innovative new NOLO products, rather than unimaginative copies of existing products.

Despite nearly 1 in 3 pub visits not involving alcohol these days, and the proliferation of new no and low alcohol products, 58% of drinkers are not satisfied with the NoLo choices available according to ZAG’s research. Consumers want more than just alcohol-free alternatives of alcoholic drinks or sweet, unhealthy soft drinks: ZAG ICE is the innovative answer

Pioneering a brand new adult soft drink category; ‘Social Softs’, ZAG ICE is the perfect refreshment for those not drinking or cutting back, whilst enjoying a social occasion or eating food. Serving up a fresh perspective on standard non-alcoholic alternatives – rather than replicating the taste of traditional alcoholic drinks – ZAG ICE provides a complex, grown-up soft drink.

Having created the world’s first ‘social soft’ with the launch of its original flavour in 2019, ZAG’s new flavour ‘ZAG ICE’ remains unapologetically bold in taste and experience; offering health-conscious consumers refined, adult flavours with a refreshing twist. As well as being suitable for vegans and low calorie (just 44kcal per bottle), the new flavour is also gluten-free and free from artificial sweeteners.

Commenting on the new product launch, Bonnie Hatcher, Managing Director of ZAG Drinks, said:

“We’re delighted to be launching our second flavour, ZAG ICE, this autumn. Since the inception of ZAG, we’ve wanted to challenge the conventional and accept that there can be a healthy approach – both physically and mentally – to socialising in pubs and bars. By providing consumers with more varied and exciting non-alcoholic alternatives, non-drinkers can enjoy the same anticipation and satisfaction around drinking and socialising as drinkers.”

“ZAG ICE offers a blend of familiar citrus flavours, infused with less familiar and more grown up ingredients – such as juniper and Assam tea – for a far more complex finish than standard childlike soft drinks. It is also low calorie: perfect for anyone who wants to be more mindful with their drinking choices.”

ZAG’s latest product launch follows the startup’s recent campaign to get every bar and pub in the UK to offer an extensive non-alcoholic menu by the end of 2024 to support growing demand from consumers.

The move was inspired by the brand polling 2,000 Brits earlier this year, which found that two-thirds of respondents voted to see more options than traditional sweet soft drinks or alcohol-free imitations of alcoholic drinks offered by hospitality venues.

Bonnie adds:

“We’re on a mission to improve the variety and excitement of non-alcoholic drinks menus across the country to match the growing number of non-drinkers, and support pubs to be able to meet this rising demand.

“Everyone deserves to be excited by the selection of drinks available to them when they go out, no matter if they are drinking alcohol or not. We are proud to be championing the need for a varied non-alcoholic offering by expanding our product range to meet consumer demand!”

ZAG ICE is available to buy from the ZAG Drinks website in cases of 12. To discover the full ZAG Drinks product range, visit

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