Brand Moves
BERO rolls out its Kingston Golden Pils in a signature glass bottle nationwide, extending the Tom Holland-backed NA beer into a format designed for restaurants, bars, hotels and more premium drinking occasions. (prnewswire.com)
Former BrewDog co-founder James Watt launches Fool’s Fix, a post-drinking recovery drink with electrolytes, vitamins, minerals and prickly pear, while giving the first 20,000 customers a collective 10% stake in the new business. (finance.yahoo.com)
Iowa-based Bulltown Brewing builds its non-alcoholic beer lineup around traditional beer flavor and clear-headed occasions, with Blonde, Midwest IPA, Raspberry Radler and Grapefruit Radler offerings. (thenews-ia.com)
Hiyo launches limited-edition Apple Cinnamon Social Tonic for fall. (bevnet.com)
Wiz Khalifa enters hemp-derived THC beverages through a partnership with Scofflaw Brewing, extending his Kush brand into a new Kush Orange Juice beverage. (brewbound.com)
Sierra Nevada appears to be evolving Trail Pass Extra Dark into Trail Pass Dark & Smooth. (mybeerbuzz.com)
Sierra Nevada refreshes Trail Pass Golden with new outdoor-inspired can packaging. (mybeerbuzz.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
Lucky Saint expands its Lime & Sea Salt Lager onto Ocado in a new four-pack format. (linkedin.com)
Lau-Lee Tales partners with Helen’s Cafe and Catering to debut its signature non-alcoholic cocktails at the Hollywood Lions Club charity golf tournament in Maryland. (thebaynet.com)
Florida NA retailer Michael Smith says his Tyrone bottle shop will close ahead of a hemp ban after hemp beverages grew to 80% of sales, showing pressure on independent alcohol-alternative retailers as larger alcohol distributors and chains move into the category. (linkedin.com)
Waynesville’s Roll Up Herbal Bar continues its comeback after Hurricane Helene, evolving from a mobile mocktail concept into a dedicated zero-proof bar and apothecary space built around culinary non-alcoholic cocktails. (themountaineer.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
Spirit-free cocktails continue gaining traction, but fall mocktails expose a formulation challenge: warm spice and orchard flavors need more body and structure, with fresh apple cider offering greater depth than conventional apple juice. (sfweekly.com)
Everleaf is reducing its footprint with recycled glass bottles while making sustainability part of company culture. (drinks-intel.com)
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Mock the Toast is curated for Non-Alc & BevAlc professionals, retailers, and brands.
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