your weekly briefing on everything adult non-alc
Industry
NA beer brand Days acquired by Sunrise Beverages to support broader UK expansion. (just-drinks.com | Non-Alc Activity Tracker)
De Soi CEO announces her departure after more than four years with the brand. (linkedin.com)
Recess names former BeatBox executive Francis as chief marketing officer. (bevnet.com)
Keurig Dr Pepper’s 2026 beverage report found younger consumers increasingly rotate drinks based on mood and identity. (keurigdrpepper.com)
Molson Coors expands non-alcoholic beer portfolio as Gen Z drinking declines and category growth accelerates. (inc.com)
Non-alcoholic distributors are increasingly focused on retail placement, staff education, and category merchandising support. (dryatlas.com)
The Wine Group acquired St. Agrestis’ Phony Negroni line and plans broader distribution. (insidehook.com)
Total Wine & More expanded shelf space for THC beverages and non-alcoholic analogs in select markets. (bevnet.com)
Younger consumers are increasingly mixing non-alcoholic wine into traditional drinking occasions and restaurant experiences. (forbes.com)
Business of Drinks Podcast: De Maison Selections’ Ryan Looper shares sales strategy advice focused on buyer relationships and account retention. (youtube.com)
oHHo turns curiosity into consistent sales. Clean buzz, no alcohol, 20 calories. Strong reviews, real occasions, and repeat demand that keeps shelves moving. (Stock oHHo)
Culture
Non-alcoholic beer is increasingly being consumed during work hours. (esquire.com)
Cannabis-infused drinks and workplace consumption are rising as younger consumers drink less alcohol. (fastcompany.com)
Debate is growing around whether minors should be served non-alcoholic beer and mocktails as the category expands. (tastingtable.com)
Bartenders report younger consumers are increasingly using ChatGPT to decide what drinks to order. (wineenthusiast.com)
Boston restaurants are expanding non-alcoholic cocktail programs. (wbur.org)
Morning dance parties and sober social events are gaining traction. (fox8live.com)
Bars are promoting lower-ABV 50:50 Martinis as moderation and vermouth interest continue growing. (thespiritsbusiness.com)
Beer industry leaders are pushing moderation messaging that favors lower-ABV and non-alcoholic beverage options. (fortune.com)
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Non-Non-Alc
Themed nightlife events are emerging as younger consumers seek social rituals beyond traditional bar culture. (proofpoints.substack.com)
Diageo CEO Dave Lewis is increasing focus on canned cocktails. (ft.com)
Consumers are increasingly pregaming at home as on-premise alcohol prices continue rising. (wsj.com)
Hendrick’s used AI-generated visuals and immersive theater to support its first permanent launch in nearly a decade. (adweek.com)
Breweries are adapting “bucket special” promotions for off-premise retail to drive packaged beer visibility and sales. (beercrunchers.substack.com)
Poorly poured Guinness pints. (vinepair.com)
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