California Entrepreneur Rolls Out Nonalcoholic Tequila Alternative Made With Agave and White Button Mushrooms

The founder of California's Bravus Brewing Co. , which claims to be the oldest non-alcoholic brewery in the nation, has launched a dedicated zero-proof spirits brand alongside an inaugural agave release. On Tuesday, Philip Brandes rolled out La Planta Reposado Tequila Alternative, a nonalcoholic beverage produced using many of the same techniques perfected at Bravus in its range of IPAs, porters and blonde ales. Now available online at $34.95 , the teetotaling spirit is said to balance hints of caramel, vanilla, mild heat and oak on the palate. La Planta is the first bottling from Brandes' recently unveiled Phil & Goode , an on-the-nose portmanteau of his first name and the phrase "feeling good." Down the line, the imprint plans to expand its catalog with a greater range of zero-proof spirits. In comparison to other non-alcoholic tequila alternatives , which are typically made with some combination of xantham gum and potassium sorbate, La Planta features a back-to-basics approach. According to the brand, the five-ingredient recipe inside each bottle is composed of filtered water, natural tequila flavor, agave, oak and mushroom fiber extract. The addition of white button mushrooms — the same you'd find on a grocery store produce shelf — acts as a "natural preservative and a functional ingredient" that "provides a counterpoint to other products in the category which use artificial colors and flavors, fillers, thickeners, etc," according to the brand.

"It’s pretty amazing how close to the real thing La Planta tastes. Whereas other tequila alternatives have to be mixed in a cocktail, La Planta is right at home neat or over ice with a twist of lime," Brandes said in a news release . “Non-alcoholic beverages are supposed to be healthier, but many of them contain a ton of sugar, thickeners, and nasty preservatives.” I like to say that our offerings aren’t just better-for-you, they are ‘Goode’ for you.”

As Brandes hops from sober beer to sober liquor, he follows the trends of a fast-changing industry. The non-alcoholic spirits category — often referred to simply as alternative spirits — has risen over $4 billion in market value since 2018 with continued growth projected on the horizon. Thanks in large part to the popularity of mocktails and movements like Dry January, the unexpected genre has proven a particular hit with young drinkers exploring new options. Tequila, too, is a popular choice among the 20- to 30-year-old demographic, handily establishing it as one of the biggest names in the burgeoning alternative spirits industry. [newsletter-promo]