Brand Moves

Heineken 0.0 taps Serena Williams for a U.S. Open campaign, using one of the world's biggest tennis stages to reinforce the brand's moderation message and grow awareness with mainstream consumers. (mediapost.com)

oHHo launched oHHo Spirit, a mixable THC drink available in Strawberry and Jalapeño with 5mg and 10mg options. (linkedin.com)

Wölffer Estate is extending its iconic Summer in a Bottle franchise into non-alcoholic wine with Rosé Zero, launching this August. (instagram.com)

Delhaize added roughly 20 non-alcoholic drinks in 2026, spanning Delta Zero beer, Mionetto spritzes, Dada Chapel gin drinks and Codorníu Zero wine. (esmmagazine.com)

Cann launches a Dwyane Wade–inspired Half & Half flavor designed for the golf course, alongside a THC-free version that broadens the brand's appeal beyond cannabis consumers. (bevnet.com)

Samuel Adams introduces a non-alcoholic OctoberFest. (fooddive.com)

Emergen-C partners with Carl Radke's Soft Bar on a summer campaign that positions wellness beverages alongside the growing alcohol-free social scene. (instagram.com)

Departed Soles debuted Nunya Pumpkin Spiced Latte, which it calls the world’s first gluten-free non-alcoholic pumpkin beer. (nj.com)

Mockly launches Salted Watermelon Punch, a seasonal non-alcoholic sparkling cocktail inspired by the classic backyard punch bowl and aimed at late-summer occasions. (bevnet.com)

Devil’s Club Brewing is launching Cloud Hop, its first non-alcoholic IPA, after a $20,000 grant funded new pasteurization equipment. (juneauempire.com)

Distribution & Openings

Walmart is bringing Mitra9’s kava-based functional drinks online. (bevnet.com)

Abstinence Spirits secures distribution through UNFI Lancaster, expanding access to its non-alcoholic spirits across retailers served by the wholesaler. (linkedin.com)

Free Spirited is building alcohol-free nightlife around craft cocktails, themed nights, live entertainment and community events in Los Angeles. (yahoo.com)

Casella Family Brands will distribute Heaps Normal across four Australian states, expanding availability for its non-alcoholic beer portfolio. (finance.yahoo.com)

Spillover

The Dominican Republic is embracing mindful drinking by promoting alcohol-free travel experiences. (travmedia.com)

The beverage aisle is reorganizing around outcomes, with mood drinks emerging as alternatives for consumers seeking alcohol’s social role without intoxication. (axios.com)

^{Mock the Toast is curated for Non-Alc & BevAlc professionals, retailers, and brands.}

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