Did you ever wonder why mocktails can cost more than cocktails? Photo: Getty Images/iStockphoto Did you ever wonder why mocktails can cost more than cocktails? Photo: Getty Images/iStockphoto
Did you ever wonder why mocktails can cost more than cocktails? Photo: Getty Images/iStockphoto
Daniel Langer
Opinion

Opinion

Daniel Langer

Why mocktails often cost more than cocktails – and why millennials and Gen Z don’t mind paying more for drinks without booze

Many of these drinks provide a spice-induced energy kick instead of the numbing tiredness so many people feel when they have an alcoholic drink – these non-alcoholic ‘spirits’ have become the new luxury tipple

Did you ever wonder why mocktails can cost more than cocktails? Photo: Getty Images/iStockphoto Did you ever wonder why mocktails can cost more than cocktails? Photo: Getty Images/iStockphoto
Did you ever wonder why mocktails can cost more than cocktails? Photo: Getty Images/iStockphoto
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Daniel Langer

Daniel Langer

Daniel Langer is the CEO of the leading luxury, lifestyle and consumer brand strategy firm Équité (equitebrands.com), and the professor of luxury strategy and extreme value creation at Pepperdine University in Malibu, California. He consults some of the most iconic luxury brands in the world, is the author of several luxury management books, a frequent media commentator, a global keynote speaker, and holds luxury masterclasses in Europe, the USA, and Asia. Follow @drlanger on Twitter