Brand Moves

Hippie Water teases entry into the energy beverage category. (linkedin.com)

HOPWTR partners with Stone Brewing to launch Centennial Citrus, a bold, citrus-forward, double-hopped functional water. (linkedin.com)

Anheuser-Busch launches Michelob Ultra Zero Lime. (foodbev.com)

Elton John enters drinks with a 0% Blanc de Blancs, offering an accessible, celebratory alcohol-free Champagne alternative. (thedrinksbusiness.com)

Modelo launches its first non-alcoholic drink, Chelada Limón y Sal. (foodbev.com)

Beckett’s launches a nationwide, multi-channel Dry January campaign spanning major retail, subscriptions, and influencer partnerships to promote mindful drinking. (einpresswire.com)

Ciderboys launches non-alcoholic craft ciders using BrewVo technology, bringing fully fermented, dealcoholized options to a nascent category. (brewbound.com)

Hoplark releases a limited New Zealand Hop Bomb, delivering bold, extra-hoppy flavors of lime, grapefruit, and gooseberry. (instagram.com)

Distribution & Openings

Sylva lands at Ocado. (thegrocer.co.uk)

For Bitter For Worse launches COPILOT Drinks, a low-MOQ co-packing business for beverage startups and brands. (forbitterforworse.com)

Hiyo goes nationwide at Costco, launching a new Sunset Party Pack 18-pack across 47 states. (linkedin.com)

Abstinence Spirits launches Blood Orange Aperitif and Agave Mezcal Alternative in 100+ Whole Foods stores. (linkedin.com)

Naked Life expands US reach, launching non-alcoholic RTD cocktails in over 800 Target stores nationwide. (thespiritsbusiness.com)

Naked Life expands US reach, launching non-alcoholic RTD cocktails in over 800 Target stores nationwide. (thespiritsbusiness.com)

The Free Spirits Company partners with Williams-Sonoma to elevate cocktail experiences. (linkedin.com)

Better Roads highlights a successful QVC appearance showcasing a curated Wander + Found and Splash of Wine bundle, strengthening its partnership with the platform. (linkedin.com)

Sprouts rolls out THC beverages to 120 stores, marking the largest grocery expansion yet for hemp drinks. (linkedin.com)

Target touts biggest-ever wellness expansion with revamped CPG set. (bevnet.com)

Target expands wellness assortment 30%, adding thousands of items and spotlighting emerging better-for-you brands. (linkedin.com)

Spillover

Non-alc success in 2026 hinges on distribution and on-premise normalization, positioning the category as core infrastructure, not a DTC-led wellness niche. (newrulesbev.com)

New U.S. dietary guidelines avoid defining moderation, pleasing neither wine advocates nor abstinence proponents. (winespectator.com)

Heineken CEO Dolf van den Brink will step down in May 2026 after 28 years. (drinks-intel.com)

Drinks with Benefits Podcast: Ben Branson discusses his role in building non-alcoholic spirits, reacting to the “godfather” label and sharing where the category is headed. (youtube.com)

^{Mock the Toast is curated for Non-Alc & BevAlc professionals, retailers, and brands.}

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