^{Mixed Things}

^Industry

^{Whole Foods is experiencing significant growth in the non-alcoholic beer category noting that it has "absolutely destroyed" in their stores, although cautioned that they are nearing their shelf space limit for these products. (brewbound.com)}

^{Formula 1 star Lewis Hamilton has launched Almave, a non-alc blue agave spirit crafted similarly to tequila, offering two options, Almave Ámbar and Almave Blanco, retailing at $39.99 and $35.99 for a 700-ml. bottle, and plans to enter retailers and bars in the U.S. and select international markets in 2024. (wwd.com | robbreport.com)}

^{Climate change threatens European beer production, but measures like irrigation and adapting hop varieties in regions like the US are helping safeguard the industry against the impact. (wired.com)}

^{Molson Coors is tapping into the 18% growth of the non-alcoholic beer segment, launching products like Blue Moon Non-Alcoholic, Peroni 0.0, and Coors Edge. (molsoncoorsblog.com)}

^{Zayn Malik introduces non-alc RTD cocktails under the brand Mixoloshe. (billboard.com)}

^{CEO of Mindful Brands criticizes the UK's reduced CBD guidelines, calling them a "grenade" in the industry, expressing concern that the lower limit has come "out of the blue," and highlighting the potential challenges for businesses operating in the functional space with CBD-infused products. (just-drinks.com)}

^{Brand spotlight: Noughty---focusing on alc-free sparkling wine. (mensjournal.com)}

^{Nirvana Brewery, UK’s first-ever dedicated no/low-alcohol brewery, raises money and appoints a new on-trade distributor. (barmagazine.co.uk)}

^{Uber Eats Cravings Report: The demand for zero-proof spirits is increasing, with non-alc beverages seeing a 75% growth during Dry January 2023 compared to the previous year, reflecting the rising popularity of "dry" months like Sober October. (uber.com)}

^{Life after Shark Tank: In 2022, Ghia was expected to make $4.5 million in sales, projecting $7 million in 2023, having grown 77% between spring 2022 and 2023, and in 2023, they launched a reformulated aperitif that was 46% more concentrated and cost $38. (looper.com)}

^{Hilton's Tempo by Hilton brand is introducing a beverage program which includes "Free-Spirited" cocktails, providing guests who prefer zero-proof options with high-quality, hand-crafted choices. (chilledmagazine.com)}

^{A wave of new low and non-alc beverage options including an alc-free agave by Seven Giants, a non-alc cider by 2 Towns Ciderhouse, and a new non-alc red blend by Surely. (beveragedaily.com}

^{Big Drop and Movember have launched ParadisMo, a low-calorie and alc-free beer that's vegan-friendly, gluten-free, and rich in gut-friendly phenols, vitamin B, and amino acids, aimed at promoting the men's health charity. (beertoday.co.uk)}

^{The low/no category is rapidly expanding, presenting operators with the chance to meet growing consumer demand for high-quality non-alc alternatives, such as Guinness 0.0, which retains the iconic flavors of the original beer while eliminating alcohol through a cold filtration process." (barmagazine.co.uk)}

^{The pandemic led to increased consumption of high-end spirits in the US, but as economic conditions change, the trend is reversing, causing a decline in sales for luxury liquor brands and an increase in demand for more affordable options. (ft.com)}

^{Regé-Jean Page, the Bridgerton star, promotes Seedlip's booze-free spirits with a "Choose Different" campaign, coinciding with Sober October. (adweek.com)}

👏 ^{All The Bitter, founded by former sommeliers at The French Laundry, received the IWSC 2023 Low & No Spirits Producer Trophy for their innovative approach to creating alc-free bitters, sourcing organic botanicals, and emphasizing sustainability throughout their production process. (iwsc.net)}

^Health

^{A recent study examines how even a single strong alcoholic drink can impact moral judgments, particularly in the areas of willingness to engage in harmful or impure behaviors, offering fresh insights into the connection between alcohol and moral decision-making. (psypost.org)}

^{What defines a "drink?" Boozier beers, stronger wines and heavy pours are driving up health risks. "Regular drinkers" could potentially live up to seven years less than non-drinkers.}👀^(wsj.com)

^{According to a 2021 analysis by the International Agency for Research on Cancer (IARC), 4% of all cancers diagnosed in 2020 were attributed to alcohol intake. (medscape.com)}

^Culture

^{Generation Z is not abstaining from alcohol but is drinking differently, prioritizing health and wellness while allowing for occasional indulgence and moderation, reflecting a more nuanced perspective on their drinking habits. (goodbeerhunting.com)}

^{Adele revealed that she's been sober for three and a half months, having given up alcohol after struggling with it during her 20s. (independent.co.uk)}

^{John Stamos discusses his alcoholism and sobriety in a new memoir. (today.com)}

^{Sober October offers orgs a chance to create a more inclusive & health-conscious work environment by moving away from alcohol-centric events, which aligns with shifting societal attitudes, especially among younger generations like Gen Z. (hrgrapevine.com)}

^{Team behind NA Vibes and NA Deal Depot release NA Drink Locator app. (prnewswire.com)}

^{A shift in the athletic community towards reduced alcohol consumption, influenced by health awareness and the increasing availability of non-alcoholic drink options. (theglobeandmail.com)}

^{Young legal drinking age consumers today have more alcohol choices than ever before, with a diverse range of alcoholic and non-alc beverages available, and they're motivated more by how a drink makes them feel and its flavor rather than sticking to one type. (goodbeerhunting.com)}

^{Non-Non-Alc Splashes}

^{Understanding alcohol content and its impact on wine's taste and sweetness. (themanual.com)}

^{Founder succeeded w/ Patrón Tequila, despite knowing little about the liquor industry. (cnbc.com)}

^{Bourbon dependence on white oaks, currently in decline, drives conservation efforts. (modernfarmer.com)}

^{Discovering how fried beer came into existence at the State Fair of Texas. (tastingtable.com)}

^{Data Shot} 🥃

^{From the Top-shelf}

^{The latest in celeb-backed non-alc options…}

^{Almave, created by Formula 1 champion Lewis Hamilton in collaboration with Casa Lumbre, is a non-alcoholic blue agave spirit that mirrors the taste and tradition of tequila, offering a high-quality alternative for those who want to enjoy the flavors of tequila without the alcohol content. Almave even uses the same raw materials as tequila but skips the fermentation process to maintain its non-alcoholic status. True to authenticity, Hamilton is even seen riding in the agave fields via motorcycle in the marketing shots. Hamilton's product comes in two options, with Almave Ámbar designed for sipping and Almave Blanco tailored for mixing into mocktails.}

^{Zayn Malik's Mixoloshe is a range of non-alcoholic cocktails founded by entrepreneur Kristina Roth. Zayn joins as the Chief Creative Officer. Mixoloshe places a focus on offering clean, alcohol-free alternatives that taste akin to traditional alcoholic beverages, all crafted with real ingredients and low in sugar and calories. Zayn's debut flavor in this line is the Lychee Martini.}

^{While Almave replicates the essence of a traditional alcoholic beverage, Mixoloshe caters to the growing demand for healthier and alcohol-free alternatives in the beverage market, aiming to redefine the non-alcoholic industry by offering a wide range of flavors. Expect more celebs to contribute here, alongside some of the more established contributors like Danny Trejo/Machete (Trejo's Spirits), Katy Perry (De Soi), Bethenny Frankel (Mingle Mocktails), Blake Lively (Betty Buzz), and Bella Hadid (Kin Euphorics).}

_{^{Looking for a role in non-alc?}}

^{2024 Summer Winery/Non-Alcoholic Brand Development Internship | Marzae Wines}

^{Production Designer | Ritual Zero Proof}

^{Marketing Manager - Non-Alcoholic Spirits | Wilderton Non-Alcoholic Botanical Spirits}

^{Sales Manager - Southern California & Regional Chains | Wilderton Non-Alcoholic Botanical Spirits}

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