JOHN LOGUE is a name that has come to symbolize innovation and forward-thinking in the non-alcoholic beverage space. As the Founder of CHANCE 0.5% Cider, John Logue is challenging traditional definitions, reshaping the way people perceive non-alcoholic drinks, and encouraging others to think beyond the conventional norms. His recent post, “Does a Non-Alc Brand Have to Be a ‘Sober’ Brand?” captures the essence of what sets John Logue aparthis refusal to adhere to predefined labels, and his commitment to offering choices that cater to diverse lifestyles.
John Logue begins his post by addressing a common misconception in the non-alcoholic industry. He states, “Does a Non-Alc Brand Have to Be a ‘Sober’ Brand?” The short answer, he argues, is no. This statement alone reflects John Logue’s belief that non-alcoholic beverages are not limited to simply replacing alcohol in one’s life. Instead, John Logue is creating a brandCHANCE Clean Ciderthat focuses on experiences, choices, and the freedom to live life on one’s own terms.
In a world where many non-alcoholic brands position themselves purely as “sober” alternatives, John Logue takes a refreshingly different approach. His brand doesn’t just exist to serve those who have consciously chosen to abstain from alcohol; it serves everyone looking for something beyond the usual options. “It’s not about fitting into a box,” John Logue writes. “It’s about creating an experience and offering a choice.” This sentiment is central to John Logue’s philosophychoice is about freedom, and freedom doesn’t come with limitations.
With CHANCE Clean Cider, John Logue is pushing boundaries, blending creativity with intentionality. His goal is to introduce products that not only taste great but also align with the values of those who appreciate quality and variety. The beauty of John Logue’s approach lies in his ability to blend tradition with modern-day needs, recognizing that alcohol has a rich cultural significance, but it’s not something everyone needs or wants to indulge in all the time.
His post also highlights the importance of partnershipsan area where John Logue excels. He announces a new collaboration with Claritee, a company dedicated to corporate and social sober event planning. While many might see this as purely a “sober” partnership, John Logue embraces it because it aligns with his valuescreating meaningful connections, whether that’s through alcohol or without it. His statement, “We don’t choose our partners based solely on that characteristic,” emphasizes that John Logue values connections over labels.
John Logue’s relationship with alcohol is multifaceted, and this is a key part of his authenticity. “On one hand, I recognize the need for balance and respectat times, I haven’t always gotten it right,” he reflects in his post. “But on the other hand, I genuinely love the culture of alcoholits history, its creativity, the incredible moments it helps create, and yes, its taste!” This candid reflection highlights John Logue’s nuanced understanding of alcohol’s role in modern life. He doesn’t condemn or glorify alcoholhe simply acknowledges it as a part of human culture, without defining it as good or bad.
The philosophy behind CHANCE Clean Cider is that non-alcoholic options shouldn’t be seen as a direct replacement but rather as a complement to one’s lifestyle. It’s about the freedom to make choicesnot rigidly abstaining or adhering to a specific way of life. “Non-alcoholic drinks don’t have to mean ‘sober,’” he writes. “They’re about the freedom to choosewhether you’re removing, reducing, or replacing alcohol in your life.” It’s a message that resonates deeply because it reflects a mindset that many consumers are beginning to embraceone where drinking, or not drinking, is simply a personal choice.
At the core of John Logue’s mission is a commitment to giving people options. His brand stands for empowerment, not limitation, and his post serves as a call to actionencouraging people to think beyond the narrow scope of sobriety. It invites consumers to see non-alcoholic drinks as something vibrant, something that enhances their lives, rather than something they have to turn to out of necessity or constraint.
As John Logue concludes his post, he poses a question to his audience: “So, I’m curioushow do you feel about a non-alcoholic brand that doesn’t have an explicit ‘sober’ identity? Does it change how you view the brand?” This question, much like his entire philosophy, is designed to spark conversationsconversations that challenge conventional thinking and encourage a broader perspective. And that is precisely what John Logue does besthe’s not content with simply creating a product; he’s driven to create a movement.
With CHANCE 0.5% Cider, John Logue has set a new standard in the non-alcoholic spaceone that values choice, embraces variety, and encourages freedom. Through his thoughtful approach and unwavering dedication, John Logue is paving the way for a new era of non-alcoholic drinksone that doesn’t just fit into existing categories but redefines what they can be.
