Industry

HOPWTR ranks among top five non-alcoholic beers on Instacart with 500 percent annual growth. (linkedin.com)

Michelob Ultra Zero quickly became America’s top-selling NA beer by leveraging a powerful existing brand platform. (forbes.com)

US retail media differs from Europe's due to regulation, Amazon's dominance, and delayed investment in in-store media. (linkedin.com)

Restaurants are expanding sophisticated zero-proof menus to meet rising demand for inclusive, premium non-alcoholic options. (fsrmagazine.com)

Trip cofounder Chloé Palmer reflects on resilience and leadership in building a beverage brand. (linkedin.com)

Osia grew from $50 pop-ups to national retail by validating demand through 500+ live events. (growtomarket.now)

THC beverage pricing still revolves around dosage, leaving premium ingredients like real fruit undervalued. (beercrunchers.substack.com)

Health and wellness brands focus marketing on select channels like podcasts, retail activations, and influencers. (insider.fitt.co)

Indiana lawmakers fail to pass bill banning hemp THC products this legislative session. (marijuanamoment.net)

Many emerging beverage brands build traction through DTC first, using it to validate demand before scaling retail. (linkedin.com)

BevAlc may be settling into a smaller market as drinking occasions continue to disappear. (proofpoints.substack.com)

Hemp beverages gain wholesale momentum as distributors reject the idea the category is temporary. (beernet.com)

Building the Brands of Tomorrow Podcast: Clean Co CEO Billy Paretti discusses scaling non-alcoholic spirits and building brand demand beyond sober consumers. (spotify.com)

Health

Study suggests zero-alcohol ads may increase teenagers’ interest in drinking full-strength alcohol brands. (medicalxpress.com)

Culture

Experts say non-alcoholic drinks can pair with Italian food using classic principles of balance, acidity, and flavor intensity. (tastingtable.com)

Gen Z alcohol participation is rebounding, challenging claims the generation is abandoning drinking. (berlinvivant.substack.com)

NYC mocktails face backlash as consumers question premium pricing for low-complexity alcohol-free drinks. (newyorkeatshere.substack.com)

Non-Non-Alc

Heineken hired a new chief digital and technology officer to accelerate AI, data, and IT transformation. (ciodive.com)

Alcohol brands may not need large marketing budgets to succeed, as strategy and clarity matter more than scale. (thegrocer.co.uk)

Publix expands into Kentucky, challenging Kroger on its home turf. (wsj.com)

Energy drink marketing evolves as brands pursue female consumers with softer aesthetics. (theatlantic.com)

RTDs are the only alcohol category expected to grow in 2026. (thespiritsbusiness.com)

The DTC beauty category is crowded. To break through, Jennifer Aniston’s brand LolaVie, worked with Roku Ads Manager to easily set up, test, and optimize CTV ad creatives. The campaign helped drive a big lift in sales and customer growth, helping LolaVie break through in the crowded beauty category.

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