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- Mock the Toast | 12.18.25
Mock the Toast | 12.18.25
Lucky Saint Playbook | Moderation Is Structural | Sprouts Shapes NA Scale
your weekly briefing on everything adult non-alc
Industry
Luke Boase built Lucky Saint into the UK’s leading alcohol-free beer by prioritizing quality, discipline, and distribution. (gethegoods.com)
Functional drinks are gaining traction as Dry January alternatives, driving on-trade visits and premium spend. (thespiritsbusiness.com)
Global drinks brands succeed by winning local markets first, not skipping hometown credibility for premature international expansion. (maffeodrinks.com)
A strike at Guinness’s Belfast plant could disrupt Christmas supplies of popular Guinness 0.0. (independent.co.uk)
Sprouts’ innovation-first retail model has become a critical launchpad for scaling non-alcoholic beverage brands. (dryatlas.com)
Experts warn a federal hemp THC ban may fail due to weak enforcement, state control, and online commerce. (thedailypour.com)
A Swedish social worker built Oddbird into a global premium non-alcoholic wine brand rooted in social impact. (theglobeandmail.com)
Monica Olano is redefining New Orleans nightlife with cannabis and non-alcoholic spaces centered on choice and community. (mycannabis.com)
Australian wine producers invested $15 million in zero-alcohol facilities. (news.com.au)
As more customers opt for wellness-first choices this season, oHHo is leading the shift. It’s perfect for social settings, mindful moments, and anyone rethinking their drinking.
Brock researchers developed sustainable grape and yeast innovations enabling lower-alcohol wines aligned with changing consumer preferences. (brocku.ca)
January is the season for clarity. oHHo Sparkling THC Seltzers deliver a crisp, social high without alcohol or regret. Perfect for retailers catering to modern wellness and consumers rethinking their drink of choice. (Bring Clarity To Your Shelf)
Bars are adapting to moderation trends by integrating alcohol-free, low-ABV, and functional drinks into cocktail culture. (restaurantbusinessonline.com)
Despite rising financial confidence, consumers continue cutting alcohol spend as moderation and essential spending priorities persist. (theiwsr.com)
Mindful drinking is a lasting shift, and pubs that elevate low/no alcohol choices can drive higher spend. (morningadvertiser.co.uk)
De Soi is capitalizing on reduced alcohol consumption by expanding non-alcoholic craft cocktails into mass retail and hospitality. (latimes.com)
New research shows many consumers treat THC and alcohol as complementary social occasions, especially younger men. (linkedin.com)
Trump plans to reclassify marijuana as Schedule III, easing federal restrictions and expanding medical research access. (abcnews.go.com)
Non-alcoholic adult beverages near $1B must expand flavors, retail execution, and occasions beyond sobriety. (bevnet.com)
Crafted Podcast: Amanda Thomson explains how Noughty redefined non-alcoholic wine quality while navigating culture, craft, and market differences. (spotify.com)
Health
NBER research finds suicide rates among older adults decline after recreational marijuana dispensaries open. (ssrn.com)
Dry January delivers lasting mental and physical health benefits, often leading to sustained reductions in alcohol consumption. (vice.com)
Culture
Abandoning the term “mocktail” prioritizes market polish over accessibility, risking exclusion in the non-alcoholic movement. (sansbarsocial.substack.com)
Wine-hesitant consumers avoid wine due to intimidation, health concerns, and formality, favoring beer and cocktails instead. (wineenthusiast.com)
Gen Z’s discomfort discussing drinking is pushing bars to redesign menus, spaces, and social experiences around alcohol-optional belonging. (businessinsider.com)
Alcohol’s decline may stem more from cognitive overload and decision fatigue than health-driven wellness motivations. (linkedin.com)
Gen Z abstinence campaigns are declining as drinking participation stabilizes and converges with broader population trends. (thedrinksbusiness.com)
York researchers launched a citywide map highlighting no/low alcohol venues to support inclusive socializing. (york.ac.uk)
GLP-1 drugs like Ozempic are accelerating mindful drinking by shifting values toward moderation, transparency, and selective alcohol choices. (thedrinksbusiness.com)
Non-Non-Alc
Ranking the most influential food and beverage brands shaping modern CPG culture and categories. (cpgspn.substack.com)
Canadian boycotts of U.S. alcohol over tariffs slashed Brown-Forman’s Canada sales by 62%, hurting earnings. (fooddive.com)
Trinchero acquires Mumm Napa from Pernod Ricard, strengthening its position in the U.S. sparkling wine category. (winespectator.com)
Government tariffs and regulation have united wine, beer, and spirits against policy threatening global drinks trade survival. (thedrinksbusiness.com)
Data Shot 🥃

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