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- Mock the Toast | 10.02.25
Mock the Toast | 10.02.25
Cut Above's Pour Decision | Identity Over Imitation | NA Shines on Oktoberfest Stage
your weekly briefing on everything adult non-alc
Industry
Non-alcoholic brands are moving beyond “booze mimicry,” using design and storytelling to create standalone identities and cultural presence. (designweek.co.uk)
Brewers pivot to healthier drinking habits with NA beers, lighter formats, and wellness-driven innovation as Gen Z drinks less often. (usatoday.com)
A former Albertsons wine buyer has been charged with accepting lavish bribes from suppliers to secure shelf space, exposing kickback schemes that undermined the integrity of grocery wine selection. (sfchronicle.com)
Trump’s cannabis health video boosted Tilray and other cannabis stocks as reclassification speculation grows. (reuters.com | Video)
Brewers are retooling portfolios with zero-proof innovations and premium light options as health-conscious drinkers reshape demand. (thebrewermagazine.com)
Advances in dealcoholization now focus on aroma and flavor retention, with vacuum distillation, membranes, and hybrid systems reshaping premium NOLO wine quality. (winebusiness.com)
Constellation Brands faces a critical test as Mexican beer sales falter and investors brace for further losses. (thedrinksbusiness.com)
Swish secures $2.3M seed to scale its AI-driven “product-as-media” sampling platform, giving CPG brands full-size items directly to online grocery shoppers. (adexchanger.com)
Taste Fall, feel good. oHHo’s new Sparkling THC Seltzer mixes Empire Apple and sweet Blackberry for clean, quick calm. For hikes, fire pits, and shelves that move. (Elevate the Shelf)
Oktoberfest’s midway report shows slightly fewer visitors, lower beer sales, and a 10% jump in non-alcoholic drink demand. (yahoo.com)
AEG partners with Tractor Beverage Co. to bring certified-organic tonics to 50+ venues, reflecting declining alcohol sales. (billboard.com)
Illinois Gov. Pritzker threatens to ban hemp-derived THC, pressuring lawmakers as drinks reshape Chicago’s alcohol market. (axios.com)
Taste Radio Podcast: Recapping its SF meetup, highlights Slate’s $23M raise, and explores emerging CPG trends from snacks to THC beverage products like MixMix. (tasteradio.com)
Nombase Podcast: Experts from FABRIC, Magic Cactus, and SōRSE reveal how minor cannabinoids drive mood, flavor, functionality, and regulatory innovation in beverages. (podcasts.apple.com)
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Health
Sunnyside launches Sunnyside Med, pairing telehealth-prescribed naltrexone with behavior-change coaching to proactively reduce drinking through personalized, preventive alcohol health program.(linkedin.com)
Wearable smart patch using HRV biofeedback cut alcohol cravings and relapse risk by 64% in recovery. (news.harvard.edu)
Culture
Exploring how declining teen drinking reshapes 21+ rituals, urging alcohol brands to rethink assumptions about young consumers. (sightlines.news)
Celebrities are pivoting from alcohol to THC drinks, investing in brands like Cann, Houseplant, Willie’s Remedy, and Love Yer Brain. (foodandwine.com)
Hudson Valley embraces low-ABV craft drinks, reflecting intentional, family-friendly social sipping. (chronogram.com)
Gen Z isn’t killing drinking; they’re reshaping it with iced beers, jalapeño wine, non-alcoholic options, and cannabis cocktails on their terms. (wineenthusiast.com)
Gen Z approaches wine with intentionality, favoring taste, affordability, sustainability, and wine bars even when choosing zero-proof alternatives. (insidehook.com)
Pour Decisions
sharing real mistakes and lessons from adult non-alc founders & operators

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Non-Non-Alc
Alcohol’s automatic role at restaurants is fading, forcing operators to compete with NA, soda, and water for the first pour. (linkedin.com)
Aldi is rebranding 90% of its private-label products under the Aldi name, simplifying packaging with “ALDI Original” labels. (axios.com)
Bartenders cite red flags like dirty glassware, wet ice, ego-driven service, and wilted garnishes as warning signs. (vinepair.com)

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