Brand Moves
10 Barrel Brewing launched a functional non-alcoholic cocktail and a low-sugar vodka RTD targeting moderation-focused consumers. (globenewswire.com)
Athletic Brewing revived its chef collaboration brew Aftershift to support mental health initiatives for hospitality workers. (prnewswire.com)
Better Than Booze returned as Iroquois Steeplechase’s RTD mocktail sponsor with a tropical-themed activation. (bevnet.com)
Hiyo partnered with DAYBREAKER. (linkedin.com)
Crazy Mountain marked National Beer Day with a free sampling tour activation in Austin, Texas. (linkedin.com)
BERO plans to launch in glass bottles targeting premium on-premise accounts. (linkedin.com)
Heineken launched a functional non-alcoholic lager in the UK containing electrolytes, vitamin C, and magnesium. (just-drinks.com)
Athletic Brewing and the Premier Lacrosse League launch Crease Crusher. (prnewswire.com)
Heineken Ireland expanded its alcohol-free lineup with Lemon Elderflower and Nectarine Juniper Heineken 0.0 variants. (foodbev.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)
Distribution & Openings
Danish non-alcoholic wine alternative brand ARENSBAK expanded into the UK after launching across 20 European markets. (arensbak.com)
AL's now at Neer Beer. (instagram.com)
Ayrloom will sell low-dose THC beverages onsite at Governors Ball as the festival’s first hemp beverage partner. (hightimes.com)
Upside Drinks expanded its alcohol-free beer assortment to more than 250 products across Canada. (knoxnews.com)
Target expanded intoxicating hemp beverage sales into more than 300 stores across Florida, Texas, and Illinois. (bevnet.com)
TÖST expanded nationwide at Albertsons, Safeway, Jewel-Osco, and Vons following its 2023 Innovation Launchpad win. (linkedin.com)
Afterdream launched at select The Fresh Market locations across Florida. (linkedin.com)
Charlotte-based Heartbutter plans summer pop-ups ahead of launching a dedicated non-alcoholic bar. (axios.com)
Presented by the 3rd Annual International Non-Alcoholic Competition
Where Tomorrow’s Category Leaders First Compete
Brands like Athletic Brewing, Blind Tiger Spirit-Free Cocktails, Nowadays, and Bolle all stood where you are now. Many went on to raise investment, expand distribution, or lead the category.
On June 12, your product will be judged blind by importers, distributors, retailers, and mixologists from across the United States. Only category and price are shared.
Recognition here does more than win medals. It earns attention from the people who decide what gets poured, stocked, and remembered.
Global entries welcome. No U.S. distribution required.
If your product is ready, let the industry decide.
Spillover
Athletic Brewing scaled NA beer trial through event sampling, retail-aligned activations, and large venue partnerships. (linkedin.com)
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