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Mock the Toast | 08.15.24

Mock the Toast | 08.15.24

Shelf Space Battle | Young Drinkers Boost Non-Alc Beer | Heineken 0.0 + US Open

Jose Diaz
August 15, 2024

In partnership with

^{everything zero to low-alcohol}

Industry

Mash Gang, founded during the pandemic, has revolutionized non-alc beer with inclusive, creative brews, teaching others and growing into a lucrative business with global reach. (pelliclemag.com)

The competition for grocery shelf space is intensifying as grocers reduce stocked items, expand store brands, and companies invest in prime shelf positioning to attract consumers. (wsj.com)

Amid declining alcohol sales, the booming non-alc beverage market faces mixed reactions, with some viewing it as a potential revenue boost, while others see it as a possible Trojan horse---states like New York debate their inclusion in liquor stores. (drinks-intel.com)

Boisson's bankruptcy leaves non-alc brands questioning the closure while others find opportunities in the evolving market. (bevnet.com)

Younger consumers start with non-alc beers, driving growth and industry focus on "nearly beers" and alc-free options. (thedrinksbusiness.com)

Leverage creativity, authenticity, and specific messaging to effectively promote your non-alc beverage brand without needing a large budget. (craftbrewingbusiness.com)

The rise in sober curiosity, driven by Gen Z and Millennials, boosts demand for high-quality alc-free drinks in hospitality. (beveragedynamics.com)

Poppi's $43 million ad spend in early 2024 outpaced Gatorade and Dr. Pepper, despite facing scrutiny over health claims. (modernretail.co)

Ritual Zero Proof makes it to Inc. Magazine's 5000 list. (linkedin.com)

Blake Lively's Betty Buzz and Katy Perry's De Soi have rapidly expanded, with Betty Buzz experiencing four-digit sales growth and De Soi on track to doubling its retail locations to 10,000. (hollywoodreporter.com)

Dad Strength Brewing launches the first U.S. brewery dedicated to mid-strength beers (2.5-2.9% ABV), offering flavorful, lower-alcohol options like their flagship Dad Strength IPA. (craftbrewingbusiness.com)

Athletic Brewing now in over 250 UK pubs. (uk.athleticbrewing.com)

Event Update: Seedlip founder Ben Branson will open Club Soda’s "10 Years of No & Low" Summit, highlighting industry progress and future goals, with expert panels celebrating a decade of alcohol-free innovation. (Buy Tickets | Use Code: MTTLLAF24 for 20% off tickets for Mock the Toast subscribers)

Sponsored: Wander + Found offers high-quality, non-alc wines from Germany's Rhine region, crafted with centuries of expertise. Perfect for restaurant menus, bottle shops, and grocery. Available throughout the US. (Learn More)

Brand Moves

Heineken 0.0 celebrates moderation at the US Open with its limited-edition "L0VE.L0VE" packaging, offering fans a premium, alcohol-free experience. (x.com)

Athletic Brewing Company X Rhone. (athleticbrewing.com)

Summer Water's Societé subscription partners with De Soi. (linkedin.com)

Giggly is a new THC tonic soda getting ready for launch (H/t Snaxshot). (instagram.com)

Jhin's Bitters launches a non-alc, gut health-focused alternative to traditional bitters. (prweb.com)

Kin Euphoric's new gut-focused flavor: Picklesecco. (instagram.com)

Liquid Death and Van Leeuwen collab to create a new sparkling water flavor: Hot Fudge Sundae. (fastcompany.com)

Connecticut's Two Roads Brewing Co. introduces Road 2 Ruin Zero Non-Alc IPA with more releases planned. (beveragedynamics.com)

The Public House brings "Boring doesn't sell" to the non-alc beer category. (lbbonline.com)

Bouche launches its first 'fizz' PROXY. (instagram.com)

Aldi creates non-alc gin line. (thespiritsbusiness.com)

Giesen 0% Wine scales up production with a 10,000-liter spinning cone column to meet rising demand for non-alc wines, enhancing sustainability. (prweb.com)

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

Health

A large study found no heart benefits and an increased cancer risk from moderate drinking among older adults. (nytimes.com)

...but not for healthier, affluent individuals, according to Wine Spectator. (winespectator.com)

Alcohol consumption is increasingly viewed as unhealthy. (gallup.com)

Culture

Taano Elevated Beverages opens a "sober bar" on Austin's Sixth Street, offering mocktails made with psychoactive plant tinctures. (mysanantonio.com)

Experts share 14 creative garnishes to elevate non-alc drinks, including cucumber rolls, edible flowers, and flavored ice cubes. (tastingtable.com)

Oddbird, founded by Moa Gürbüzer, aims to reshape drinking culture with high-quality non-alc wines. (forbes.com)

Sober musicians create foundations, non-alc beverages to help people who don't drink. (tennessean.com)

Tales of the Cocktail 2024 featured numerous no/low events, highlighting their growing integration into mainstream cocktail culture but still not fully there yet. (positivedamage.substack.com)

Non-Non-Alc

Tilray Brands' war chest. (beercrunchers.substack.com)

Mars is acquiring Kellanova, the maker of Pringles, for $36 billion, expanding its snacking platform in 2024's biggest deal. (reuters.com)

TikTok updates its advertising policy to allow alcohol ads in certain countries, including the US, with strict age and content restrictions. (thespiritsbusiness.com)

Liquid I.V.'s strategy to become a billion dollar brand. (beveragedaily.com)

Data Shot 🥃