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Mock the Toast | 08.25.25

Mock the Toast | 08.25.25

Latest in Non-Alc Brand Moves, Distribution and Openings

Jose Diaz
August 25, 2025

^{everything zero to low-alcohol}

Brand Moves

Athletic Brewing launches Pedal to Promise IPA, donating $25k from sales to support Yale Cancer Center and Smilow Hospital. (instagram.com)

Cass debuts All Zer0000, Korea’s first 4-zero lager. (linkedin.com)

Lyre's teases new cans. (instagram.com)

Best Day Brewing's Galaxy Ripple imperial IPA returns. (instagram.com)

Mingle Mocktails sponsors the 2025 Academy of Country Music Honors. (linkedin.com)

KittiePIG, born from metal icons Kittie and producer Esjay Jones, expands beyond NA beer into lifestyle and wellness. (linkedin.com)

Lorea, a luxury hemp wellness brand, launches this October with functional blends. (linkedin.com)

Kirin launches Kori Zero non-alcoholic chuhai on Aug 26, debuting with Sicilian Lemon and limited Grapefruit flavor. (japantoday.com)

Ninkasi Brewing unveils 2.75% ABV session IPA in retro 12-oz cans, tagline “Just a Little Just Enough.” (mybeerbuzz.com)

MURI x Studio Soriano launch limited aprons and bags from upcycled plastic, designed for nightlife. (linkedin.com)

Partake targets Toronto drivers with Gardiner Expressway billboard. (linkedin.com)

Wisconsin Brewing expands non-alcoholic lineup with Harley-Davidson Road King Pilsner and upcoming NA IPA. (wmtv15news.com)

HOPWTR revives fan-favorite Ginger Limeade as a limited return. (linkedin.com)

Sponsored

oHHo is not just good. It’s repeat-purchase good. Booze-free, fast buzz, 20 calories, and actually loved. (Stock the Buzz)

Distribution & Openings

Hiyo lands in Costco across California and Colorado. (instagram.com)

Non-alcoholic demand surges in Copenhagen as NOLO Collective introduces France’s Moderato wines to Scandinavia. (falstaff.com)

Heck announces wider availability at New Seasons Market in Portland and SW Washington. (instagram.com)

BRĒZ expands North East distribution with availability at Wegmans, featuring its popular non-infused blends. (instagram.com)

talk about a big bet -
listed on Total Wine's website are 1,175 THC Beverages
— Mark Gallo (@guhlo)
4:31 PM • Aug 21, 2025

Spillover

UK Michelin-recognized restaurant La Popote debuts curated “water menu” with sommelier. (thedrinksbusiness.com)

US alcohol consumption falls to a 90-year low, but the 80/20 rule shows true impact depends on heavy drinkers reducing. (linkedin.com)

The New Bar founder Brianda Gonzalez shifts focus from retail expansion to broader adult non-alc opportunities after consolidating bottle shop footprint. (bevnet.com)