Brand Moves

(parentheses) to debut Before Dusk and After Midnight RTDs for NYE/Dry Jan. (linkedin.com)

BOUCHE and Gut&Bösel launch PROXY • E, a one-time foraged wine alternative with rare ingredients. (linkedin.com)

Go Brewing taps actor Frank Zito as its non-alcoholic beer spokesman. (bevnet.com)

Lyre’s launches Classico Rosé, a sparkling non-alcoholic Provence-inspired holiday release. (linkedin.com)

Shiner unveils a non-alcoholic version of its iconic Shiner Bock. (mybeerbuzz.com)

Sierra Nevada introduces Trail Pass Extra Dark, a new non-alcoholic canned beer. (mybeerbuzz.com)

AB InBev’s Corona Cero activates Milano Cortina 2026 with moderation-focused Olympic celebrations. (olympics.com)

Better Days debuts a new Kava beverage brand. (x.com)

Hightail launches Halo, a zero-alcohol, zero-THC buzz from L-Theanine and B12. (instagram.com)

Distribution & Openings

Free AF debuts in the UK with alcohol-free RTD cocktails powered by its Afterglow ingredient. (thespiritsbusiness.com)

Crossip enters Australia through Paramount Liquor, expanding its premium alcohol-free spirits portfolio. (just-drinks.com)

Spillover

UNC Charlotte alum’s Delta Beverages rockets toward $100M with THC seltzers. (inside.charlotte.edu)

Jump Ship Brewing targets World Cup “zebra striping. (thetimes.com)

Dry January® 2026 returns with Lucky Saint, Counter Culture, DASH and Belvoir Farm onboard. (alcoholchange.org.uk)

Lucky Saint targets the World Cup “third pint” moment to normalize switching to alcohol-free beer. (jamierothon.substack.com)

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