^{Mixed Things}

^Industry

^{To effectively market low and no-alcohol products to Gen Z, brands should recognize the shift in Gen Z's values beyond just alcohol reduction, focusing on building better connections, addressing loneliness and isolation among this demo, and embracing self-expression as a means of empowering Gen Z to express themselves authentically and creatively. (thegrocer.co.uk)}

^{Mindful Brands, creators of non-alcoholic 'spirit' Ceder's (now part of Pernod Ricard), have introduced a Tequila alternative named Soldadera, drawing inspiration from the Mexican revolution's brave women known as Las Soldaderas. (thespiritsbusiness.com)}

^{Major UK supermarkets, including Waitrose, M&S, and Tesco, are expanding their offerings of no- and low-alcohol drinks due to strong consumer demand, with one in three customers at M&S already reducing their alcohol intake, and this trend is not exclusive to Gen Z but extends across various age groups, encompassing beer, wine, and spirits alternatives, signaling a broader shift toward moderation rather than complete abstinence. (telegraph.co.uk)}

^{New distribution deal gives Athletic Brewing access to over 5,000 retailers throughout the UK. (thedrinksbusiness.com)}

^{Sports continue to get on board: Recess, a relaxation beverage brand, has made history by becoming the first official mocktail of college football through an agreement with the USC Trojans. (mediapost.com)}

^{Aura Bora, known for herbal sparkling water, has collaborated with Graza, an olive oil brand, to create a co-branded, non-alcoholic olive oil martini with yuzu extract, juniper oil, vermouth flavor, and lightly sparkling water, marking Aura Bora's first extension outside the sparkling water segment and testing consumer interest in non-alcoholic cocktails.(foodbusinessnews.net)}

^{Why are we paying so much for non-alcoholic wine given the savings on tax? The production process. (smh.com.au)}

^{Constance Jablonski, a French model, and biz partner Maggie Frerejean-Taittinger have launched French Bloom, a non-alcoholic sparkling wine brand, catering to the growing sobriety movement and gaining popularity in high-end venues and events in 25 countries. (wwd.com)}

^{Bethenny Frankel on partnering with Mingle Mocktails: “Consumers are generally being more cognizant of what they’re putting in their bodies and the concept of ‘mocktails’ allows them to still feel social and part of the party, even if they’re not drinking. People are prioritizing balance and how they feel. Also, Mingle is easily mixed with liquor for a delicious, spirited beverage.” (bevindustry.com)}

^Health

^{What you likely knew: drinking even a small amount of alcohol before bed can disrupt sleep, particularly REM sleep, affecting overall sleep quality.(mindbodygreen.com)}

^{Health campaigners are pushing for hard-hitting media campaigns and alcohol warning labels to combat the rising rates of avoidable cancer cases linked to alcohol consumption and obesity. (theguardian.com)}

^{Heavy drinking is linked to the accumulation of fat around the heart, increasing the risk of heart disease. (usnews.com)}

^Culture

^{The COVID-19 pandemic has led to shifts in American drinking habits, with an increase in premium spirits consumption, a surge in ready-to-drink cocktails, supply chain challenges for alcohol brands, and a preference for neighborhood bars over downtown areas. (fastcompany.com)}

^{The "sober curious" movement is influencing the travel industry, with major tourism companies offering alcohol-free experiences and catering to travelers who choose not to drink for various reasons, focusing on wellness and connection during trips. (cnn.com)}

^{Bay Area restaurants are offering sophisticated non-alcoholic drink pairings to cater to customers who prefer alcohol-free options, with high-end restaurants like Sons & Daughters and Kiln offering pairings to accompany their tasting menus. (mercurynews.com)}

^{Non-drinking activity guide-- Chicago. (thrillist.com)}

^{A few spots for non-alcoholic options in NOLA. (travelnoire.com)}

^{Yes, "vodka eyeballing" is a thing. Talk to your teens...please. (psychologytoday.com)}

^{The evolution of beer, from Stone Age sludge to craft brews. (washingtonpost.com)}

^{From the Top-shelf}

^{The rising popularity of low and no-alcohol beverages is reshaping the market, with Gen Z's preferences playing a pivotal role. However, this trend extends beyond generational boundaries. Major retailers like Waitrose, M&S, and Tesco are responding to a growing appetite for moderation, not just abstinence. This shift parallels the trend of balanced consumption, similar to the surge in plant-based eating. While beer initially led the charge in the zero to low category, wines and spirits are also catching up. This transformation reflects a broader societal move toward mindful drinking and a desire for more inclusive drink options. As the alcohol industry adapts, it offers an ideal landscape for innovation and growth, appealing to a diverse audience seeking genuine connections and avenues for self-expression.}

^{Innovative entrepreneurs who are passionate about offering compelling alternatives are emerging.}

^{Mingle Mocktails, created by Laura Taylor and in partnership with Bethenny Frankel, emerged from a desire to enjoy flavorful, alcohol-free options at social gatherings without feeling excluded. This venture aligns with the broader trend of mindful drinking and wellness-focused movements like Sober October and Dry January.}

^{Mindful Brands founders Maria Sehlstrom and Craig Hutchison are redefining the spirits industry by introducing non-alcoholic alternatives like Soldadera, offering a fresh perspective on traditional favorites.}

^{Constance Jablonski and Maggie Frerejean-Taittinger have capitalized on the sobriety trend with French Bloom, a non-alcoholic sparkling wine. Their success underscores the growing demand for sophisticated, alcohol-free options and only available at high-end venues.}

^{Paul Voge's Aura Bora collaboration with Andrew Benin's Graza to create an alcohol-free olive oil martini showcases the willingness to explore new frontiers.}

^{These developments highlight the potential for non-alcoholic beverages to cater to a broader range of tastes and preferences, potentially inundating the nascent industry with unprecedented consumer spending.}

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^{Find alternatives to cocktail recipe ingredients with easy substitutions or non-alcoholic brands with the free Mock It Chrome extension.}

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