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Mock the Toast | 08.21.25

Mock the Toast | 08.21.25

Yes You Can's Pour Decision | Non-Alc Nears $1B | 1,200+ NA SKUs

Jose Diaz
August 21, 2025

^{your weekly briefing on everything adult non-alc}

Industry

Seriously, what's the deal with Arkay Beverages and its founder? (linkedin.com | thespiritsbusiness.com)

Adult non-alc nears $1B as new launches drive SKU growth, lower prices, and fragment sales. (bevnet.com)

One in three young adults now choose cannabis drinks over alcohol, accelerating substitution and pressuring booze. (marijuanamoment.net)

Beverage brands cross-pollinate audiences through creative collaborations, using nostalgia, sports, and culture to expand reach and relevance. (beercrunchers.substack.com)

Alcohol industry responds to US drinking decline, citing small surveys and moderation research. (drinks-intel.com)

Distributors want simplicity: fewer SKUs, clear programs, and easy-to-sell brands win wholesale growth. (linkedin.com)

Adult non-alc SKUs top 1,200, doubling since 2022 (linkedin.com)

San Francisco mocktails match cocktail prices because premium NA spirits, complex ingredients, and Gen Z demand drive costs. (sfchronicle.com)

No/low beer brands boost sports marketing by driving fan engagement, ad recall, and responsible drinking awareness. (brandfinance.com)

Alcohol industry faces shifts with moderation, digital growth, fragmented premiumisation, local pride and rising regulation. (thedrinksbusiness.com)

German breweries face closures and adaptation challenges as Gen Z drives surging demand for alkoholfrei drinks. (bloomberg.com)

BrewDog loses nearly 2,000 pub taps as sales, distribution, and brand reputation struggles deepen in Britain. (telegraph.co.uk)

Cannabis giants bet on THC drinks, but startups face regulation, competition, and scaling challenges. (bevnet.com)

Tennis-themed 0.0 cans expand beyond U.S. Open as Heineken bets on NA growth. (modernretail.co)

Sponsored

Vividly’s analysis reveals a stark truth. Half of CPG trade promotions fail. Yet some brands still achieved 4X ROI without spending more. Strategy made all the difference. (See How and Unlock 4X ROI)

Festivals, sports, and pop culture fuel Heineken 0.0’s rise as NA beer leader. (rollingstone.com)

Influencer marketing evolves as brands tap local cult-favorites for authentic, IRL influence. (linkedin.com)

NYC’s first zero-proof festival, Drinks With Benefits, debuts September 27 with 60+ brand partners. (winebusiness.com)

Mocktails are being replaced by bold, complex non-alcoholic cocktails that stand on their own and impress top bartenders. (cluboenologique.com)

Keychain raises $30M to help beverage and CPG brands streamline manufacturing with AI. (inc.com)

Mocktails w/ Marina Podcast: Tilden founder Vanessa Royle shares her journey and flavor-first approach to redefining adult non-alc cocktails. (youtube.com)

Business of Drinks Podcast: Ayrloom bets big on THC beverages, now moving 250K cases annually in New York. (youtube.com)

Presented by oHHo

When customers say, “This is SOOOOO good,” you listen.

oHHo Sparkling Cannabis-Infused Seltzer isn’t just flying off the shelves. It’s winning hearts. With only 20 calories, a booze-free buzz, and fast-acting nanotech for that smooth, elevated vibe, it’s what your customers are craving.

See what customers are saying:

“I was blown away… Not too sweet, very much seltzer. Absolutely will buy again.”
“Perfect evening drink. It’s my drink of the SUMMER!”
“I could drink these every day.”

Mood-boosting, pain-relieving, and totally hangover-free. It’s a repeat-purchase machine.

Your shelves deserve bestsellers. Your customers deserve oHHo. (Stock the Buzz)

Health

Alcohol delights yet damages. (flowingdata.com)

Culture

Addiction recovery can include moderation, challenging abstinence-only stigma and outdated treatment models. (nytimes.com)

Health risks, high prices, and shifting social norms drive SoCal’s growing move away from alcohol. (laist.com)

Personal trainer finds clarity after quitting alcohol. (bbc.com)

Nine NA beers compared; some rival originals, others suffer from flatness or aftertaste. (chowhound.com)

Boxer Tommy Fury admits alcohol derailed his relationship, now focused on sobriety and comeback. (menshealth.com)

Alcohol-Free Radio hosts Ian Fee, who shares his journey from addiction to sobriety, healing, and purpose. (youtube.com)

Pour Decisions

sharing real mistakes and lessons from non-alc founders & operators

	Tyler Martin - Yes You Can Drinks.pdf246.16 KB • PDF File

^{Follow Tyler on LinkedIn}

^{Discover Yes You Can}

Non-Non-Alc

Canada’s U.S. booze boycott costs American wine and spirits brands tens of millions. (wsj.com)

Cocktail longevity comes from simplicity, ingredient availability, cultural resonance, and flexible adaptation over time. (linkedin.com)

NYC’s bookstore-bar boom thrives as venues like Bibliotheque merge wine, literature, and authentic social experiences. (thedrinksbusiness.com)

InvestBev says bourbon’s market reset mirrors past cycles, setting stage for renewed long-term growth. (finance.yahoo.com)

Target taps longtime exec Michael Fiddelke as CEO successor following 11 quarters of weak sales. (adweek.com)

Pickle lovers thrive, but haters struggle as the pungent flavor infiltrates stores and culture. (wsj.com)

The Spindrift Spiked product line is discontinued as the brand pivots to new innovations. (cleveland.com)