Mock the Toast
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Mock the Toast | 08.07.25

Mock the Toast | 08.07.25

Sarilla's Pour Decision | Beer Distributors Eye THC | Experience-First Campaign Drives Results

Jose Diaz
August 07, 2025

^{your weekly briefing on everything non-alc}

Industry

Sensori raised $100K after selling out 5,000 cans in 115 days. (afrotech.com)

Virgin Atlantic denies THC soda deal after cannabis brand Drippy fakes partnership in viral stunt. (marijuanamoment.com)

De Soi’s $6.3K influencer mailer boosted 70% share rate by prioritizing experience, not just aesthetics. (linkedin.com)

Nearly 47% of beer distributors are now exploring or selling THC beverages, nearly double last year. (beernet.com)

The UK’s alcohol-free sector thrives despite unclear labeling laws, pushing for 0.5% ABV standardization. (morningadvertiser.co.uk)

Sprouts sees sales surge as natural products gain mainstream traction across retail shelves. (nosh.com)

Waitrose reports 32% surge in low and no alcohol sales, driven by premium launches and summer demand. (johnlewispartnership.media)

Thomas Henry and Undone plan U.S. expansion, aiming to rival Fever-Tree. (just-drinks.com)

Diageo eyes growth in moderation with smaller formats, low-alcohol, and alcohol-free innovations. (investopedia.com)

Business of Drinks Podcast: THC drink buyers vary by region, with young coastal high earners and older Midwest and Southern consumers. (youtube.com)

DioniLife launched La Borosa and Pavari 17 in Denver to meet rising demand for non-alcoholic spirits. (denver7.com)

Diageo reports 1.7% organic sales growth, driven by Don Julio, Guinness, and non-alc portfolio expansion. (diageo.com)

Startup CPG names Shelfie Awards finalists, featuring non-alc standouts like Libby Wines, Wilderton, and The NA Beverage Company. (startupcpg.com)

Health

Study finds smoking heightens diabetes risk, but alcohol doesn’t significantly affect it alone or jointly. (sciencedirect.com)

NA beer may contain trace alcohol, but studies show it won’t get you drunk or impair you. (foodandwine.com)

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Culture

Weddings are increasingly featuring low-ABV cocktails as inclusive, wellness-friendly options with elevated presentation. (myneworleans.com)

Alcohol-Free Radio Podcast: Personal branding expert Alexis Rivera Scott reveals how sobriety helped her grow impact, clarity, and reach. (youtube.com)

The Dry Hop Fest, Denver’s largest NA beer event, features 30+ vendors, food, prizes, and alcohol-free community celebration. (thephoenix.org)

Gen Z is reshaping UK dining by driving a national shift toward earlier restaurant bookings and reduced late-night traffic. (thedrinksbusiness.com)