Brand Moves

Trip expands into functional hydration with a magnesium, electrolyte, and Ashwagandha powder for calm energy. (foodbev.com)

Eisberg debuts Be Free, a canned non-alcoholic sparkling wine range designed for younger, art-inspired drinkers. (drinksint.com)

Fieldwork becomes the Official Non-Alcoholic Craft Beer of the San Jose Sharks, partnering with NHL star Tyler Toffoli. (finance.yahoo.com)

Former Maryland football player Mark Mozier launches Mark’s Mocktails, a non-alcoholic sparkling cocktail line. (baltimoresun.com)

FABRIC is live, donating all proceeds from its first 10,000 cans of Clarity to Protect Our Winters. (linkedin.com)

French Bloom and Estelle Colored Glass launch a pink limited-edition set benefiting breast cancer research. (linkedin.com)

Crescent Canna debuts Ellora, an award-winning zero-proof THC spirit. (finance.yahoo.com)

Delta debuts “Drankula,” a Halloween campaign with Tattoo Projects and Sever Films. (linkedin.com)

Reuben’s Brews debuts a new Party On beer, a non-alcoholic West Coast IPA, packed with pine and mango notes. (mybeerbuzz.com)

Distribution & Openings

Target begins selling hemp-derived THC drinks in 10 Minnesota stores to test consumer demand and regulation. (seekingalpha.com)

oHHo launches exclusively in Top Ten Minnesota stores, except Cottage Grove, and is now officially available statewide. (toptenliquors.com)

Botivo launches in Planet Organic. (linkedin.com)

Mingle Mood is now available nationwide at all Total Wine & More stores. (linkedin.com)

JP Brand Advisors partners with Canopy USA to expand national distribution of Wana’s hemp-based beverages and gummies. (prnewswire.com)

MOTHER ROOT launches in 213 Sainsbury’s stores. (linkedin.com)

Zerø, Kalamazoo’s first non-alcoholic bar, opens inside Kalamazoo Candle Co., blending craft cocktails, community, and zero-proof culture. (secondwavemedia.com)

Arc, Bristol’s new sober bar, opens on Broad Street offering alcohol-free drinks and an inclusive nightlife space. (bristolworld.com)

Spillover

SNL spoofed non-alcoholic beer with a darkly funny sketch about a “non-non-alcoholic” brew that’s 96% alcohol. (insidehook.com)

Gen Z is drinking less but favoring low-alcohol, ready-to-drink cocktails and casual, home-based socializing. (businessinsider.com)

Craft beer’s long boom is ending as shrinking demand drives record brewery closures, mergers, and downsizing. (axios.com)

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