Mixed Things

Industry

Olipop leveraged the viral "sleepy girl mocktail" trend, resulting in a 31% sales increase for their Classic Grape flavor and over 570 million media impressions. (marketingbrew.com) 

Gen Z's preference for cannabis over alcohol during Dry January led to a 52% drop in alcohol sales and a projected 6% revenue growth for cannabis companies. (fortune.com)

Bacardi sees the evolving trend of on-premise interest in alc-free spirits as a significant growth area, emphasizing patience in developing quality no/low products, as demonstrated by their successful Martini range and focused training for over 4,500 bars in Europe on creating appealing no-and-low cocktails. (just-drinks.com)

Nirvana Brewery launches a crowdfunding campaign to expand in the fast-growing no/low sector, scale up trade and direct-to-consumer sales, and secure supermarket listings for significant volume growth. (thegrocer.co.uk)

Dry January's popularity reflects a broader zero-proof trend, with non-alcoholic sales reaching $500 million by July 2023, prompting major brands to offer non-alc options. (npr.org)

Sentia, a 'hangover-free' spirits brand, plans to launch an alcohol-free beer and sparkling wine in 2024, aiming to replicate alcohol's effects and taste without the hangovers. (thedrinksbusiness.com)

During Dry January, Tesco reported a 10% increase in no and low alcohol sales, with spirits up nearly 40%, wine by 20%, and beer/cider by 15%, marking a record demand. (newfoodmagazine.com)

Abstinence Economy: Over a third of Americans, particularly 61% of Gen Z, aim to reduce alcohol consumption in 2024, fueling a shift towards non-alc beverages and impacting luxury alcohol sales. (fortune.com)

US breweries are significantly increasing their advertising spend on low and no-alcohol beers, with Samuel Adams dedicating 20% of its marketing budget to such products amidst rising consumer demand for healthier options. (businessinsider.com)

“People don’t want to get singled out when they’re out with friends and not participating — they don’t want to have to answer questions. They want to be part of the social occasion, connecting with friends.” - White Claw exec on their 0% launch. (fooddive.com)

Liquid Death auctions packaging space instead of buying a $7 million Super Bowl ad, reaching potentially twice the audience with its products in stores visited by over 200 million people weekly, starting bids at $500 on eBay for 500,000 cases. (musebycl.io) 

Cannabis beverage brands saw a sales boost during Dry January by offering THC and hemp-infused drinks as social, healthier alternatives to alcohol, with companies like Ayrloom and Cann experiencing significant growth. (modernretail.co) 

Amid a craft beer boom, many breweries and bars are adopting a "less is more" approach, focusing on a select few quality beers to meet changing consumer preferences and economic realities. (nytimes.com)

HOP WTR had their biggest display program yet with the Ridin' Dry campaign. (linkedin.com)

Transitioning from a market niche to leading the non-alc beer sector, Athletic Brewing captures the top spot in U.S. grocery store sales and redefines consumer expectations for alc-free beverages, supported by advanced brewing techniques & strategic distribution across key retailers like Whole Foods. (wsj.com)

Athletic Brewing now part of Merryfield’s better-for-you brands, allowing consumers to submit receipts and earn rewards. (linkedin.com) 

Free Spirits is now available on Disney Cruise Line. (linkedin.com)

Podcast: Boisson founder on growth as a non-alc spirits retailer/wholesaler, focusing on market challenges and omnichannel strategy across the U.S. (podcasts.apple.com)

Podcast: Scout Brisson, CEO of De Soi, leverages her McKinsey and venture capital experience to lead the non-alc beverage brand to success in major retailers. (spotify.com)

Launches + Collabs + More

Melati Drinks, which is made from 21 functional plants designed for liver and digestive health, launches as the first and only non-alc spirit available at Bloomingdales in the U.S. nationwide. (melatidrinks.com)

Foster’s unveils Proper Shandy, with a lower 3% ABV. (foodbev.com)

UK's Collider launches adaptogen-infused, non-alcoholic beers Unwind Lager and Session Pale. (brewbound.com)

Kylie Minogue Wines introduces Kylie Sparkling Rosé. (wineindustryadvisor.com)

Metal bands Kittie and We Are Pigs launch a non-alc beer brand, KittiePig. (metalsucks.net)

AMA Brewery collaborates with Cha Camelia and Niepoort Vinhos for Vol. 4 Pipacha, a wine alternative. (shop.amabrewery.com) 

Ruby Hibiscus x Nitehawk Cinema

Australian cricket captain Pat Cummins joins Lyre’s as a global ambassador. (lyres.com.au) 

Ghia x Awan

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Health

Alcohol and the gut microbiome. (nytimes.com)

Culture

Despite young Americans drinking less, a rise in alcohol consumption among women aged 26-64, particularly those with higher education and income, reverses this trend, driven by lifestyle aspirations and workplace cultures. (washingtonpost.com)

Parents express outrage after alcohol-free prosecco served at a teen birthday party. (nypost.com)

North Brooklyn, the heart of the "sober curious" movement, offers a range of non-alcoholic options, from liquor stores and breweries to dry bars and mocktails. (bkmag.com)

Podcast: The zero-proof movement goes beyond Dry January. (the1a.org)

Non-Non-Alc Splashes

Sting's new low-proof liquor, Amante 1530. (foodandwine.com)

Coke launches "Happy Tears" soda via TikTok with influencers, targeting young fans with limited stock. (adage.com)

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Event Sponsorship Opportunity

The Proof Is In The Party!

Join the n/a movement with the second season of the Focus On Health and Mover & Shaker No/Low Tour, an exciting multi-city event, seeking brand sponsorship. Involvement in the tour is a direct way to support Another Round Another Rally—a nonprofit dedicated to uplifting the hospitality industry through financial and educational resources. As the No/Low Tour embarks on a journey to celebrate and promote non-alcoholic and low-alcohol beverage options, brand sponsorship becomes a vital pillar in fostering resilience and growth within the hospitality community. Join us in raising a glass to a thriving industry and a brighter future for those who serve us with passion and dedication. Partner with the No/Low Tour and Another Round Another Rally to make a lasting impact on the lives of those who make hospitality unforgettable. (Get Involved)

Non-Alc Opportunities

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