your weekly briefing on everything adult non-alc
Industry
Athletic Brewing doubles national media spend as NA beer competition intensifies ahead of summer. (marketingdive.com)
Global beer companies are accelerating zero-proof investment ahead of the 2026 World Cup. (forbes.com)
Drinks entrepreneurship rewards long-term positioning, disciplined execution, and differentiated brand building. (ahsoinsights.com)
Athletic Brewing, Tilray, and Deschutes gained volume in 2025 while most top craft brewers declined. (brewbound.com)
RTD cocktails nearly doubled in in-store sales between 2022 and 2025, driven by changing drinking occasions. (bcg.com)
Mindful drinking emerged as a major theme at the London Wine Fair as low/no alcohol categories gained momentum. (drinksretailingnews.co.uk)
DioniLife says non-alcoholic beverages are entering a new growth phase focused on portfolio scale and quality. (just-drinks.com)
Former NFL player Micah Hyde is investing in hemp beverages as crossover demand grows between beer and alternative drinks. (bevnet.com)
Women’s sports audiences present a major sponsorship opportunity for non-alcoholic and functional beverage brands. (sports.yahoo.com)
Everleaf founder says non-alcoholic spirits have moved beyond trend status into a durable long-term category. (just-drinks.com)
Sponsored: Compete where the world’s top trade buyers decide which non-alcoholic brands earn coveted shelf space globally. (Enter the Competition)
Beer distributors are becoming more selective as consolidation and declining craft volumes reshape retail access. (beercrunchers.substack.com)
Good Twin became the top organic non-alcoholic wine brand in the U.S., reaching 35% category dollar share. (linkedin.com)
THC beverage uncertainty is pushing retailers and brands to explore new functional and alternative “buzz” categories. (bevnet.com)
NIQ data shows nearly half of U.S. adults are interested in trying THC-infused beverages. (beernet.com)
UK venues are expanding non-alcoholic spirits menus, but visibility and staff awareness still lag consumer demand. (thespiritsbusiness.com)
Culture
Teen drinking hit new lows in 2025 as social habits and wellness culture continue shifting. (axios.com)
Bars are losing their role as default social gathering spaces as digital habits reshape how people connect.. (proofpoints.substack.com)
Your next fast-moving functional beverage: juicy cantaloupe, wildflower honey, booze-free buzz, and zero hangover. Built for repeat purchases and premium shelf appeal. (Stock oHHo)
Non-Non-Alc
Schlitz will cease production as legacy beer brands continue struggling for relevance and volume growth. (adage.com)
James Watt plans new beer venture Second Best while offering equity to former BrewDog crowdfunding investors. (just-drinks.com)
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Mock the Toast is curated for Non-Alc & BevAlc professionals, retailers, and brands.
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