your weekly briefing on everything adult non-alc
Industry
BRĒZ appoints Travis Duncan CEO as founder shifts to chairman and strategic role. (linkedin.com)
Beer brands use partnerships to build cultural relevance, treating marketing as a compounding asset. (beercrunchers.substack.com)
Club Soda urges industry action as UK considers regulations shaping alcohol-free category growth. (thedrinksbusiness.com)
Ohio judge blocks hemp ban as Texas hemp group files lawsuit against state officials. (bevnet.com)
Functional beverages shift to health-based positioning, with trust and proof driving category growth. (fastcompany.com)
Brooklyn Brewery rebrands non-alcoholic beers as core lineup, aligning packaging with alcoholic counterparts. (drinks-intel.com)
Bolle targets premium positioning in non-alcoholic wine, aiming to scale production and elevate category perception. (just-drinks.com)
Recess Zero Proof claims top U.S. mocktail brand, expanding retail distribution across major chains. (linkedin.com)
Hiyo hires Director of Brand Marketing as team expands. (linkedin.com)
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Culture
Functional beverage market surges as brands compete with complex ingredients and expanding wellness claims. (businessinsider.com)
Institutions replicate bar environments to enable conversations, revealing bars’ role as social infrastructure. (proofpoints.substack.com)
SDSU students increase demand for zero-proof options, driving growth in alcohol-free social spaces. (thedailyaztec.com)
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Non-Non-Alc
Target replaces affiliate commissions with gamified creator program offering rewards instead of cash payouts. (adage.com)
Mark Anthony Brands acquires Finnish Long Drink, accelerating consolidation in fast-growing RTD cocktail category. (beercrunchers.substack.com)
Minnesota gas station adds speakeasy concept, drawing crowds with premium cocktails and dining experience. (wsj.com)
Sazerac explores acquisition of Brown-Forman as consolidation accelerates among major bourbon producers. (axios.com)
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Mock the Toast is curated for Non-Alc & BevAlc professionals, retailers, and brands.
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