Brand Moves

Anheuser-Busch launches Michelob ULTRA Zero Lime, a 39-calorie alcohol-free beer hitting shelves January 2026. (mybeerbuzz.com)

Third Place Bar rebrands as Bright Nights Social, reflecting its evolution into sober-friendly pop-ups and community nightlife. (linkedin.com)

Jeremy Clarkson reverses stance, launching Hawkstone Zero low-alcohol lager. (whatsthejam.com)

SunBuzz debuts hemp THC cocktails. (goerie.com)

Villa Noria incorporates a new fermentation process using specific yeast and bacteria to produce 0.0% alcohol wine alternatives without dealcoholization. (linkedin.com)

Mother Earth Brew Co. introduces Hop Spritz, a non-alcoholic hop-infused sparkling water expanding beyond beer. (mybeerbuzz.com)

Fat Head’s Brewery plans new beer releases and a non-alcoholic line as part of its 2026 expansion. (cleveland.com)

Climbing Kites previews a refreshed packaging design rolling out in 2026. (instagram.com)

Lucky Saint relaunches its Dry January Strava challenge, encouraging activity and social connection without alcohol. (instagram.com)

Good Time Brewing adds a non-alcoholic Belgian-style wheat beer to its New York–brewed lineup. (instagram.com)

TRIP and The Alchemist launch a mindful mocktail collaboration across 220 Waitrose stores and venues. (linkedin.com)

Mother Road Brewing launches Off Road, a non-alcoholic pale ale. (bevnet.com)

Distribution & Openings

Carnival Cruise Line expands zero-proof cocktails and beverages through its Cheers Zero Proof package for 2026 sailings. (travelhost.com)

Felice debuts a limited-time Ghia-based mocktail for Dry January across its Westchester and New York locations. (westchestermagazine.com)

Rationale Brewing has launched at Binny’s Beverage. (instagram.com)

Three Spirit’s Social now stocked nationwide at Majestic Wine. (linkedin.com)

The Case Against Dry January

A public health scientist argues light, social drinking carries minimal absolute risk and skips Dry January despite growing abstinence messaging. (statnews.com)

Dry January misses the point: the real issue is social pressure to drink, not choosing abstinence or moderation. (wctrib.com)

Skip Dry January: redesign year-round drinking around moderation, intention, and social connection instead of unsustainable, performative abstinence. (time.com)

France’s wine industry rejects Dry January, promoting moderation to defend centuries of culture, livelihoods, and conviviality. (telegraph.co.uk)

Spillover

Portland chef says NA menu is now core, not an afterthought. (koin.com)

Toronto’s Sobar Social Club hosts its third annual mocktail competition. (nowtoronto.com)

Gen Z participation in abstinence campaigns is declining globally, while demand for low/no beer continues to grow, especially in the UK. (americancraftbeer.com)

THC beverage leaders view regulatory clarity as essential, citing sustained consumer demand, rising awareness, and long-term category normalization beyond alcohol. (dryatlas.com)

Indianapolis bartenders report rising mocktail demand as more adults reduce alcohol consumption for wellness and inclusion. (indianapolismonthly.com)

Dry January has grown from a personal challenge into a global movement linked to health benefits and changing drinking habits. (npr.org)

Alcohol’s rebound isn’t coming: 2026 looks flat, with growth driven by velocity, on-premise occasions, RTDs, and non-alcoholic beer rather than broad volume or premiumization. (linkedin.com)

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