🦃 _{Happy Thanksgiving! Mock the Toast returns 12/1.}

Industry

The hemp-THC ban reveals a broader shift in beverage culture, showing how low-dose THC drinks evolved into a mainstream growth engine now headed toward regulated, alcohol-like integration. (Proof Points)

Following the ban, Wynk’s CEO sees a one-year window to scale fast, rally distributors, and push lawmakers for sensible regulation. (forbes.com)

Aplós raises $5 million after rapid retail and hospitality growth to scale its non-alcoholic spirits. (prnewswire.com | Non-Alc Activity Tracker)

AG Barr fully acquires Strykk to accelerate its growth and strengthen its position in NA spirits. (thespiritsbusiness.com)

EU court rules only alcoholic products can use the term “gin,” blocking non-alc versions. (reuters.com)

Tom Holland’s BERO uses Reddit as a real-time focus group to guide product decisions. (inc.com)

Indie NA brands struggle for visibility as pay-to-play media and influencer economics crowd out true journalism. (tawnylara.substack.com)

Untappd expands from 450 to 900+ drink categories, adding NA beverages, THC seltzers, spirits, and wine. (prnewswire.com)

Many beverage brands fail because disconnected storytelling, rushed metrics, and unsafe design choices undermine long-term growth. (maffeodrinks.com)

Data shows wine’s downturn is structural, driven by demographics, shifting values, and declining engagement. (thedrinksbusiness.com)

Edna’s sees strong retail growth as its new Margarita and variety pack gain traction across U.S. and Canada. (nasdaq.com)

Athletic Brewing doubles down on Ironman to prove product credibility and win health-driven drinkers. (marketingbrew.com)

Small breweries hesitate to brew NA beer due to cost, equipment needs, and flavor trade-offs. (coastsidenews.com)

Moderation is reshaping on-trade drinking as no/low options grow and consumers seek value, control, and better experiences. (cgastrategy.com)

Plaintiff drops federal class action against Mitra-9, ending the lawsuit against the kratom beverage brand. (bevnet.com)

Vin00s Podcast: A pioneer of luxury NA wine explains premiumization, regulation, education, and why growers may benefit. (youtube.com)

Distribution

Easy Does It expands LA distribution through steady self-distribution wins and strong early sales momentum. (linkedin.com)

OSIA partners with RNDC to expand distribution and accelerate growth for its fast-rising NA brand. (linkedin.com)

Best Day Brewing plans 2026 chain expansion after emerging as Whole Foods’ fastest-growing exclusive NA craft brand. (beernet.com)

Liquid Death adds four new West Coast DSD partners to boost execution ahead of its January energy launch. (bevnet.com)

Crossip partners with DryDrnks to launch in India. (thedrinksbusiness.com)

Naked Life partners with Molson Coors to scale its award-winning NA RTD cocktails across the growing US market. (beveragedaily.com)

Harmon’s Lunchbox NA Lager rolls out to nearly 250 Walmart Canada stores with a national launch promo. (linkedin.com)

Health

Alcohol use keeps falling as new research shows any drinking increases health risks, especially cancer. (publichealth.jhu.edu)

Culture

NYC bars hurt their bottom line with weak, outdated NA menus despite rising zero-proof demand. (thirdplacebarnyc.substack.com)

Drinking in 2026 shifts to earlier, lighter habits but demands bold, theatrical, hyper-immersive cocktails at night. (insidehook.com)

Paris’ mocktail scene is booming, with bars offering sophisticated alcohol-free cocktails across the city. (sortiraparis.com)

Five UK craft breweries leading the charge in alcohol-free beer.(redditchstandard.co.uk)

Gen Z is reshaping professional life as drinking loses its status as a career-building ritual. (thetimes.com)

U.S. of N/A Podcast: Mindful drinking is becoming culturally cool as fashion and beauty brands feature NA options at events. (usofna.com)

Non-Non-Alc

A.I. becomes a holiday staple as shoppers turn to agents for ideas, comparisons, and stress relief. (humansecurity.com)

Protein-boosted booze taps wellness trends, but science, regulations, and drinker habits keep it a niche novelty. (vinepair.com)

Diageo bets luxury spirits will bounce back, driven by experiences, personalization, and younger high-end consumers. (just-drinks.com)

AB InBev is close to a $700 million deal to acquire party-punch brand BeatBox. (wsj.com)

Craft breweries could revive taproom traffic by adopting a $5 “value menu” to attract budget-minded drinkers. (beercrunchers.substack.com)