Industry

_{According to Diageo, 49% of guests who choose a low & no drink during an outing, will also consume an alcoholic drink in the same occasion-- known as ‘bookending.’ (morningadvertiser.co.uk)}

_{Heineken 0.0 ad with Max Verstappen banned for unclear alcohol content, UK advertising regulator ruled. (just-drinks.com)}

_{Athletic Brewing’s foray into NA cocktails seen as a potential sign of NA beer saturation. (x.com)}

_{Athletic Brewing Co. leverages pickleball's Gen Z appeal with a "Rally Hard, Recover Easy" campaign featuring creative paddles, events, and TikTok partnerships. (linkedin.com)}

_{IWSR forecasts $4bn+ growth in the no-alcohol category by 2028, led by younger consumers, rising availability, innovative products, and strong growth in markets like the US and Brazil. (theiwsr.com)}

_{Ghia expanded into 600 Target locations, hosted aperitivo hours, and leveraged influencers to boost revenue by 50% while reducing digital spend. (fastcompany.com)}

_{Spindrift’s reported $650M sale highlights a growing trend of private equity and M&A activity in the beverage industry, driven by rising interest in non-alc and water categories. (inc.com)}

_{The spirits industry faced significant challenges in 2024, with flat sales, distillery closures, and looming tariffs. (insidehook.com)}

_{Winter Trends: Moderation fuels non-alc growth, craft beer revival, and THC drinks. (adage.com)}

_{The beverage industry adapts to declining alcohol consumption by embracing health-conscious trends, launching non-alc options, and catering to younger generations seeking innovative, alc-free beverages. (foodnavigator.com)}

_{Video: Diageo’s Head of Luxury Advocacy chats with Ben Branson on his journey in creating innovative brands and his insights on the category. (youtube.com)}

_{Like MTT but for everything else…}

Here’s Why Over 4 Million Professionals Read Morning Brew

• Business news explained in plain English

• Straight facts, zero fluff, & plenty of puns

• 100% free

See for yourself

Brand Moves

_{Athletic Brewing launches a cocktail-inspired NA line with Paloma and Moscow Mule. (instagram.com)}

_{Athletic Brewing's "Athletic January" campaign encourages year-round moderation. (prnewswire.com)}

_{DrinkSip launches a line of hop waters. (x.com)}

_{Tilray's Herb & Bloom launches non-alcoholic THC-infused beverages, featuring cocktail-inspired flavors with 5mg Delta-9 THC. (globenewswire.com)}

_{Westbrook Brewing adds None Claw NA IPA. (mybeerbuzz.blogspot.com)}

_{Sèchey launches mini sparkling non-alc wine at Target, offering festive, inclusive holiday options. (finance.yahoo.com)}

_{Nunya Beverages launches in San Diego, offering 0-4% ABV drinks. (sandiegomagazine.com)}

_{La Petite Maison partners with Lyre’s for a bespoke non-alc cocktail menu this Dry January. (fb101.com)}

_{Best Day Brewing launches Galaxy Ripple, a seasonal non-alc IPA with fruity and pine notes. (foodbusinessnews.com)}

_{Botivo teases new limited edition coming in January. (linkedin.com)}

_{Spindrift introduces Cosnopolitan--- a take on the classic cosmo cocktail. (instagram.com)}

_{Wiper and True  partnered with four leading breweries from across the UK to create a unique collection of non-alc beers. (instagram.com)}

_{BOUCHE Kombucha introduces JUNIPER • PET NAT. (drinkbouche.com)}

_{Untitled Art releases FLVR! NA Ceremonial Australian-Style Sparkling Brew. (linkedin.com)}

_{Woodforde's Brewery launches Volt 0.5, a vegan, gluten-free, non-alc IPA for Dry January. (thedrinksbusiness.com)}

^{Reply to this email with your launches, collabs, expansions and/or news.}

Health

_{Major report from NASEM finds moderate drinking linked to lower mortality, influencing 2025 Dietary Guidelines for Americans. (statnews.com | study)}

_{The National Academies of Science, Engineering, and Medicine (NASEM) have a history of substantial research funding from the alcohol industry. (nytimes.com | consumerfed.org)}

Culture

_{What’s the best zero-proof whiskey? (artofmanliness.com)}

_{BevTest's Top 10 Beers of 2024 highlight sessionable classics, bold barrel-aged brews, and an award-winning non-alc— Humble Sea Brewing Company Non-Alcoholic Foggy IPA. (forbes.com)}

_{Zero-proof drinks innovate with unique flavors, while mocktails mimic traditional cocktails. (tastingtable.com)}

_{South Korea's nightlife declines as health-conscious youth and economic challenges reshape its drinking culture. (reuters.com)}

_{The Nook, Manitowoc's new bookstore and mocktail lounge, offers drinks, books, and community events. (wearegreenbay.com)}

_{Waitrose’s Dish Podcast: Tom Holland talks Bero and how the idea came about. (pod.link)}

Non-Non-Alc

_{Berry Bros. & Rudd faces revenue drop but increases investments amid fine wine market challenges. (thedrinksbusiness.com)}

_{Emerging Fund invests $100M in scalable sports-themed eateries like F1 Arcade, Batbox, and Puttshack. (sportico.com)}

Data Shot 🥃

Happy Holidays! MTT returns in ‘25!

Careers in Non-Alc

Visit the full job board here.

Non-Alc Activity Tracker

Events in Non-Alc