Brand Moves

ISH debuts a new Espresso Martini made with Colombian coffee and 40mg caffeine, rolling out globally, next year. (instagram.com)

Pentire launches a limited 6-pack of ready-to-drink Coastal Spritz, Margarita, and Paloma cans. (pentiredrinks.com)

Smiling Wolf launches four nootropic RTDs offering cocktail flavor, light buzz, and wellness-focused socializing. (thespiritsbusiness.com)

Seedlip’s new “Drink Thinks” commercial asks how not drinking has come to look so similar to drinking. (youtube.com)

Warped Wing debuts Zero Altitude IPA, its first non-alcoholic beer, ahead of Dry January. (yahoo.com)

Noughty unveils Monté, a premium Syrah-based NA red delivering fine-wine structure, depth, and elegance. (thedrinksbusiness.com)

Best Day Brewing launches Dark Diamond, a dark Mexican-style NA lager created with Protect Our Winters. (bestdaybrewing.com)

Corona readies Corona Cero 12-oz bottles with 53 calories. (mybeerbuzz.com)

Lakefront Brewery launches High Jinx, a 10mg Delta-9 THC lemonade. (milwaukeerecord.com)

John Mulaney stars in New Year’s beer campaign set across Chicago, Michigan, and Wisconsin. (people.com)

SunDay Drinks launches low-dose hemp-derived THC iced teas. (linkedin.com)

TIPSY AF makes its debut, offering buzz-without-booze drinks as the founder launches startup number eight. (linkedin.com)

Distribution & Openings

Mother Root announces its US launch. (linkedin.com)

BOLLE partners with UK wholesaler Hammonds of Knutsford. (linkedin.com)

Sprouts Farmers Market will open its first New York store in Centereach, Long Island, on January 30, 2026. (progressivegrocer.com)

Neer Beer opens November 28, offering a new NA beverage destination. (neerbeer.com)

Solos Technology will open a 9,000-sq-ft Mendocino facility in 2026 to enhance aroma retention in NoLo wines. (pressdemocrat.com)

Mélange opens on Frenchmen Street as New Orleans’ first alcohol-free bar, serving zero-proof cocktails and THC drinks. (nola.com)

Bridgeport’s Mary J Lounge debuts as a mobile bar serving cocktails and mocktails from a converted food truck. (ctpost.com)

Spillover

Pollen Projects' crowdfund to expand Sylva and SEASN opened strong, reaching 94% funding immediately and currently open to the public. (europe.republic.com | Non-Alc Activity Tracker)

A federal bill would ban hemp products, threatening PA’s hemp seltzer makers and 9,000 jobs. (philadelphiacitizen.org)

The industry isn’t crashing but rebalancing as on-premise strengthens, premium weakens, and THC/functional shifts loom. (linkedin.com)

Careers in Non-Alc

Visit the full job board here.

Non-Alc Activity Tracker

Non-Alc Retail Presence

Events in Non-Alc

^{Mock the Toast is curated for Non-Alc & BevAlc professionals, retailers, and brands.}

^{Boost your team's insights—forward to a colleague :)}