Mock the Toast
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Mock the Toast | 11.06.25

Mock the Toast | 11.06.25

Go Brewing Redefines Inclusivity | Cannabis Beverages Surge to $2.8B | Liquid Death’s Real Growth Play

Jose Diaz
November 06, 2025

^{your weekly briefing on everything adult non-alc}

Industry

Go Brewing revived its non-alcoholic taproom by adding full-strength beer, proving inclusivity drives lasting engagement. (linkedin.com)

Liquid Death’s real growth comes from agile media optimization and retail data, not just its viral humor. (adweek.com)

Cannabis beverages are quickly replacing alcohol, projected to hit $2.8B by 2028 as health-minded demand rises. (bevnet.com)

The Beer Institute is pushing for fair regulation as hemp-derived drinks emerge as competition for beer. (beernet.com)

GLP-1 drugs are reshaping drinking habits, boosting demand for functional, flavorful, and non-alcoholic beverages. (dryatlas.com)

Drinks now define identity as wellness-focused consumers replace Coke and Bud with functional alternatives. (gq.com)

Shift Naturals expands with NBA star Kevin Love and launches ready-to-drink THC cocktails. (bevnet.com)

Moderation isn’t abstinence; it’s reallocation, as consumers build dopamine portfolios balancing booze, caffeine, THC, and wellness. (linkedin.com)

Garda DOC introduced Italy’s first low-alcohol still wine and Crémant sparkling to meet evolving consumer tastes. (drinksretailingnews.co.uk)

Beer sales continue to decline as consumers shift toward moderation, ready-to-drink cocktails, and THC beverages. (emarketer.com)

Retailers expanding low/no alcohol selections this Christmas will attract more Gen Z shoppers. (thespiritsbusiness.com)

Sponsored

Thinking about a POP display but not sure where to start? Scott McNutt has been doing this for 40 years and still says the first step is just talking it through. Each month, he opens a few 1:1 slots to help brands map what’s possible. (Schedule time with Scott)

UK retailers report falling alcohol sales as low/no alcohol options grow among health-focused shoppers. (betterretailing.com)

Nearly two-thirds of EMEA consumers now moderate alcohol. (cgastrategy.com)

AB InBev's non-alcoholic and beyond beer bets pay off as Cutwater and Michelob Ultra Zero surge. (brewbound.com)

UK’s booming no/low alcohol market drives legal shifts and major brand innovation through 2028. (foodbev.com)

Global alcohol giants lose $830B in value as health, moderation, and tariffs reshape drinking trends. (thedrinksbusiness.com)

Nombase Podcast: Wynk and hightail share how storytelling, sampling, and trust help grow cannabis beverages as rules shift. (nombase.com)

Presented by Vividly

How Laird Superfood Recovered $700K and Achieved 8x ROI with Smarter Deduction Management If you're a publicly traded beverage brand, you know trade spend is under constant scrutiny.

For Laird Superfood, the numbers were alarming: 17% of their trade dollars were invalid deductions.

That's real money slipping through the cracks — and manual tracking wasn't cutting it.

They needed a way to identify errors, dispute them efficiently, and actually recover what they were owed. So they partnered with Vividly.

The results? In just two years, Laird Superfood:

Recovered $700K in invalid deductions Achieved 8x ROI on dispute activities Recovered $380K from just one leading distributor "In just the last two years, we've realized an 8x ROI on disputes," says Anya Hamill, CFO at Laird Superfood. "With just one of the leading distributors in the industry, Vividly has recovered $380K."

No more leaving money on the table. No more manual reconciliation headaches. Just a centralized platform that identifies discrepancies, tracks disputes, and drives real recovery.

Want to see how your brand could achieve similar results?

(Dive Into the Case Study)

Health

Over half of Americans misunderstand alcohol’s cancer risks. (mdanderson.org)

Culture

Jessica Simpson marks eight years sober, crediting faith and surrender for transforming her life and career. (ew.com)

Mindful drinking should celebrate moderation and inclusivity, not shame those who choose to drink occasionally. (lownodrinker.substack.com)