^{Mixed Things}

^Industry

^{Non-alc brands are riding the sober curiosity wave, with 29% growth in 2022 and 23% of Gen Z and 24% of millennials frequently opting for non-alc drinks. Brands increasingly partner with various industries, including sports, travel, and entertainment. (adweek.com)}

^{Offering a variety of options that outperform non-alc wine and spirits in sales, non-alc beer sales are surging in the US due to improved quality, shifting drinking culture, and investments from brewers. (wsj.com)}

^{While increasing, the US lags behind Europe in non-alc beer sales at 0.9% compared to 5.8% in total beer sales. (dailymail.co.uk)}

^{Variety packs in the craft beer industry, which have seen increased demand, serve as a means to maintain and grow sales by offering a range of beer options and unique experiences, but they come with complex logistics and costs. (beercrunchers.substack.com)}

^{Nielsen IQ: Non-alcoholic sales remain healthy, volumes improve. (bevnet.com)}

^{Liquid Death parodies workout equipment with the Liquid Death Chest Blaster video campaign, where their canned water becomes part of a quick, suggestive workout. (adage.com)}

^{Denver Beer Co begins distribution of Easy Living Hop Water.}

^{Co-founder: Easy Living pays homage to our brewing roots and features the hop flavors and aromas that the craft beer drinker knows and loves, but also checks all the boxes for health-conscious consumers. (brewbound.com)}

^{A significant portion of Generation Z, particularly 63% in Japan, 54% in the US, and 44% in Canada, is abstaining from alcohol, while those who do consume it show a preference for cocktails, particularly in the US and Canada. (drinkstrade.com.au)}

^{Non-alc industry remains optimistic amid industry pressures. (just-drinks.com)}

^{Grüvi, a non-alc brand, is adapting to the shifting landscape by catering to a diverse consumer base, transitioning from direct-to-consumer to in-store sales, & collaborating with retailers to meet the demands of a growing market aiming to reduce alcohol consumption. (foodnavigator-usa.com)}

^{Per OpenTable Canada's data, there is a rising trend in the demand for innovative cocktails and mocktails, with "Handcrafted Cocktails" tags in diner reviews increasing from 2% to 11% year-over-year in September 2023, reflecting a surge in interest for diverse beverage choices at restaurants. (insauga.com)}

^{The UK government is set to change the legal definition of wine post-Brexit, allowing low and non-alc versions of wine to be legally described & marketed as "wine" in England with a minimum ABV of 0%, responding to increasing demand for low-alcohol alternatives. (bbc.com)}

^{Lyre's is the official Non-Alcoholic Cocktail Partner of SXSW Sydney's Happy Hour. (linkedin.com)}

^{Intent Brands tries again by targeting gamers with functional drink, Sly. (bevnet.com)}

^{Free Spirits launches a campaign with the tagline "Drink Like You Mean It," encouraging intentional drinking rather than overindulgence. (adweek.com)}

^Health

^{Physician and researcher discusses whether red wine should be removed from the Mediterranean diet, emphasizing its potential harms, particularly for those under 35. (hsph.harvard.edu)}

^{Safety Shot significantly reduces blood alcohol content at a faster rate than those not using it, while also enhancing mental clarity, paving the way for potential clinical benefits for individuals who consume alcohol. (finance.yahoo.com)}

^{Booze-free housing at college campuses: Tufts University has seen a significant rise in interest in substance-free housing, with 108 first-year students requesting it this academic year. (bostonglobe.com)}

^{How drinking alcohol can affect the size of your brain and how cutting back can help it regrow. (healthline.com)}

^Culture

^{On the importance of updating menus to provide inclusive and sophisticated non-alc drink choices, as a response to the increasing demand for alcohol-free beverages, with sales in this category soaring by over 300%, and 80% of individuals expressing a desire to reduce their alcohol consumption. (jessafrances.substack.com)}

^{A cross-country guide to sober bars. (imbibemagazine.com)}

^{Essential travel tips for Sober October and using the Better Without app to find non-alc restaurant options. (forbes.com)}

^{How to make an alc-free cocktail according to an expert. (thedrinksbusiness.com)}

^{A restaurant's "vomit fee" for bottomless mimosas. (cbsnews.com)}

^{Non-Non-Alc Splashes}

^{Pernod Ricard/Coca-Cola launching pre-mixed Absolut Vodka & Sprite canned cocktail. (reuters.com)}

^{Diageo launches ready-to-drink line with Ketel One. (thespiritsbusiness.com)}

^{Understanding Pulque—-Mexico’s ancient, fermented drink. (resto.newcity.com)}

^{Podcast: Expanding beyond a direct-to-consumer strategy. (hbr.org)}

^{Data Shot} 🥃

^{From the Top-shelf}

^{Alcohol alternative brands and their advertising approaches are undergoing a transformation, marked by several key trends and strategies. These brands are diversifying their marketing efforts and expanding into new markets, including sports, travel, and entertainment. These strategies involve forming partnerships with high-profile events and organizations to legitimize the category. Additionally, brands are tailoring their marketing to emphasize the wellness and safety aspects of non-alcoholic choices, appealing to millennials and Gen Z who are increasingly interested in sober-curious movements. These alternative options are not seen as a threat to alcohol but rather as an "additive" to generate revenue in various contexts. Unexpected crossovers and endorsements, as well as rebranding non-alcoholic beverages as mainstream products, are strategies aimed at increasing the appeal of these options. Engaging popular athletes for endorsements and promotions is another approach that normalizes the category.}

^{The advertising approach of Free Spirits stands out for its provocative and inclusive messaging. The brand challenges conventional attitudes toward alcohol with a tagline like "Drink Like You Mean It" and appeals to a broad audience, including both sober individuals and the "sober curious." Free Spirits' focus on intentional and responsible drinking aligns with the modern temperance movement, offering an alternative to excessive alcohol consumption. The campaign's strategic timing and digital promotion make it effective in reaching a wide audience, especially during the holiday season and Dry January.}

^{On the other hand, Liquid Death's approach is bold and satirical, using parody and virality to create an attention-grabbing campaign. By integrating their canned water, which has replaced a beer to hold for many, into a workout routine and humorously presenting it as a fitness tool, the brand establishes a connection between its product and a specific lifestyle. The creative presentation and subtle suggestive themes add an entertaining element to the campaign. Liquid Death's willingness to push boundaries and collaborate with influencers in the entertainment industry contributes to their reputation as an outlier in this category. The emphasis on affordability and accessibility also makes their product appealing to potential customers.}

^{The evolving advertising landscape for alcohol alternatives reflects a dynamic and diversified approach to cater to a changing consumer base. While Free Spirits focuses on a responsible and inclusive message, Liquid Death embraces bold and humorous themes to create a memorable and unique campaign. Both approaches cater to different segments of the market and illustrate the flexibility and creativity of alcohol alternatives in their advertising strategies.}

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

^{Install Mock It}