your weekly briefing on everything adult non-alc
Industry
Willie Nelson-backed Willie’s Remedy+ raised $15M Series A to expand to 20 states by summer 2026. (bizjournals.com)
Go Brewing raised financing from Rich Roll Enterprises and Listen Ventures after scaling to 32 states and 8,000+ retail locations. (businesswire.com)
Visitor Beer ceasing operations. (linkedin.com)
Early-stage CPG founders focus on capital efficiency, alternative financing, and disciplined growth during tight 2026 funding. (foodnavigator-usa.com)
BERO hit $100M+ valuation in 18 months, suggesting celebrity brands can compress CPG timelines. (linkedin.com)
Animal Planet’s Puppy Bowl XXII lands 16 brand partners, including Athletic Brewing. (adweek.com)
Ball Corp. says it’s sold out of North American can capacity for 2026 after adding U.S. and European assets. (packagingdive.com)
As alcohol declines, low-dose THC beverages gain traction but face new federal limits threatening category growth. (forbes.com)
NYC’s alcohol-free members club The Maze shows non-alc hospitality shifting toward food-paired, aperitif-style drinks. (bevnet.com)
Beer marketers are reviving “fun” by centering ads on spontaneity, camaraderie, and shared rituals. (beercrunchers.substack.com)
Non-alcoholic tequila is hard to replicate, so brands focus on agave-like heat, acidity, and mouthfeel. (sevenfiftydaily.com)
Cawston Press buys Loah to leverage grocery distribution and serve drinking occasions via non-alcoholic beer. (thedrinksbusiness.com)
Campari leans into aperitivo culture and low-alcohol formats to stay relevant as younger consumers drink more mindfully. (marketingdive.com)
Seven key lessons from seven years as Caleño's founder. (thegrocer.co.uk)
UK brewers are dropping beers to 3.4% ABV to stay under 3.5% and cut duty costs. (thedrinksbusiness.com)
Dry Boots, founded by Vivino co-founder, helps consumers discover high-quality alcohol-free drinks. (linkedin.com)
NIQ data shows 74% of adult non-alcoholic buyers are new, creating runway for longtail brands. (brewbound.com)
Molson Coors CMO Sofia Colucci says moderation is rising, requiring smarter, creatively effective marketing across occasions. (marketingbeast.substack.com)
As alcohol consumption declines, consumers are increasingly choosing low-dose THC drinks and edibles for ritual and buzz. (thedrinksbusiness.com)
UK low/no-alcohol beer value sales rose 2.8% to £17.1m in the four weeks to Jan. 24, showing noticeable slowdown. (thegrocer.co.uk)
Maffeo Drinks Podcast: Steve Grasse calls out a spirits “apocalypse,” but says Pathfinder and other winners survive through strong brand core and innovation. (themaffeodrinkspodcast.com)
Make POP display manufacturing decisions with confidence. We lay out cost, timing, and tariff impact across the U.S., Mexico, and China for your non-alc display. You make the final call, then we handle design through delivery to ensure on-time arrival. (See Our Work)
Health
New guidance says no alcohol is risk-free, heart benefits are uncertain, and cancer risk increases. (everydayhealth.com)
Culture
Non-alcoholic beverages are creating inclusive spaces for authenticity, extending into everyday hospitality. (sfbaytimes.com)
Royal Navy introduces alcohol-free days onboard, tightening drinking limits and boosting non-alcoholic options. (dailymail.co.uk)
Oregon bars, breweries, and wineries are expanding non-alcoholic options as demand grows and quality improves. (ijpr.org)
On cutting alcohol consumption by tracking intake and swapping rituals with NA options. (reneeadams641.substack.com)
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Non-Non-Alc
Wine prices can vary wildly within the same city due to retailer margins, competition, and costs. (linkedin.com)
Dirty soda’s TikTok-fueled ritual creates a $50M+ RTD opportunity for alcohol if execution wins fast. (proofpoints.substack.com)
Mindful wine tasting can rebuild attention by forcing single-task focus and sensory engagement. (wineenthusiast.com)
NYC contenders for oldest bar: Fraunces Tavern, Ear Inn, and McSorley’s. (vinepair.com)

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