The choice has to feel part of the occasion.

Original observation photographs and strategic analysis explore how an alcohol-free drink becomes part of a familiar occasion.

The work, up close.

3 visuals · Select to enlarge

Fiona’s photograph of a dark stout served in a plain glass jar at a table. — Photograph by Fiona van Iersel, August 2025: a dated observation of an alcohol-free stout’s presentation, used to discuss the drinking ritual and point-of-service experience.

Fiona’s photograph of a café menu with the alcohol-free section highlighted. — Photograph by Fiona van Iersel, August 2025: a menu observation used to examine whether alcohol-free choices are visible at the point of order. The café design and prices are historical context.

Fiona’s photograph of an opened stout can showing its internal widget. — Photograph by Fiona van Iersel, August 2025: packaging detail considered alongside the presentation and ritual of an alcohol-free stout. This is observational research, not a product design by Fiona.

The brief

Explore how a global alcohol-free beer identity becomes a locally meaningful choice.

My contribution

International brand-positioning analysis
Original observational photography
Point-of-service and ritual analysis
Recommendations for local relevance

The approach

Connect cultural positioning to the practical experience of finding, ordering and being served the product; use dated personal observations as prompts for research.

What the work shows

Three original photographs support a strategic paper. They are observation records, not advertisements, product designs or representative market research.

Read the related analysis