Brand Moves
Jason Kelce’s Garage Beer and Liquid Death team up for a crossover campaign pairing Garage Beer with Liquid Death’s sparkling energy line and using an over-the-top “save humanity” premise. (thedrinksbusiness.com)
SportsBaller launches a new non-alcoholic cocktail brand built specifically around athletes and sports culture, positioning the drink as a celebratory option for consumers who want the ritual of a post-game drink without alcohol. (morningstar.com)
Verano enters the THC beverage category with Easy Landings, extending the cannabis company into drinks. (forbes.com)
Harmon’s unveils the third redesign of its NA lager, Lunchbox, returning to the orange-yellow look of its original concept. (linkedin.com)
Sponsored: BoozeBiz brings 25+ years of beverage industry and recruiting experience to every hire, finding the right talent from admin to C-suite, from job post to offer letter. (Find Your Next Hire)
Distribution & Openings
Scottish non-alcoholic spirits producer Spirits of Virtue enters the U.S. convenience channel with four products at seven Buc-ee’s locations in Texas, marking its biggest U.S. distribution move to date and a push beyond specialty NA retail. (bevnet.com)
Presented by the Drinks with Benefits Alcohol-Free Festival
Drinks with Benefits Alcohol-Free Fest returns to the Altman Building in New York City on September 17, 2026, bringing together the best in alcohol-free drinks, food, music, and wellness. Designed as a discovery experience for mindful trade & consumers, the evening invites guests to experience what social drinking can look like in a new way.
What to expect:
• Tasting Gallery: Explore 60+ top shelf alcohol-free drinks shaping the future
• Food Hall: Enjoy curated bites from abcV, Le Botaniste,Delice & Sarrasin, Murray’s + more
• Sober Rave: Music and movement hosted by ALTRD
• Wellness Sanctuary: Unwind with a meditation experience by Sage + Sound
This isn’t about missing out. It’s about being alive - fully and completely.
(Drink Less. Live Loud.)
Use DWBMOCKTHETOAST for 10% off tickets
Spillover
The FDA is seeking a contractor to monitor marijuana and hemp conversations across TikTok, Instagram and Reddit and survey cannabis consumers, giving the agency more data on products, ingredients, claims, consumer sentiment and emerging usage patterns. (marijuanamoment.net)
Gallup data shows the share of U.S. adults who drink alcohol remains unchanged from 2025, while trial of non-alcoholic alternatives is picking up. (bevnet.com)
Paul Weaver reflects on the unconventional career path that brought together his experience in traditional beverages and cannabis. (musebyclios.com)
Mock the Toast is curated for Non-Alc & BevAlc professionals, retailers, and brands.
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