ANA Insider

Insights, news, events, and jobs for the adult non-alcoholic beverage industry

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Dry(ish) January Giveaway

To kick off 2026, the Adult Non-Alcoholic Beverages Association (ANBA) is teaming up with some of our members to bring you the biggest Dry(ish) January Giveaway you’ll see this year!

🎁 What You Could Win 🎁

One lucky winner will receive $2,500+ worth of non-alcoholic beverages and merch, including:

✔ A curated selection of premium NA drinks

✔ Exclusive brand merchandise

✔ Limited-edition goodies from participating ANBA member brands

✔ And a few fun surprises along the way

Whether you’re fully dry, dry-ish, or simply exploring better-for-you beverage options, this prize pack is designed to help you start the year feeling great.

🎉 How to Enter

Entering is easy — just submit your email below:

👉 https://anba.org/dry-january-giveaway-2026/​
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📅 Giveaway Timeline

• Giveaway runs: January 8–14, 2026
• Winner announced: January 15, 2026

📍 Eligibility

• Open to residents of the contiguous 48 United States
• Must be 21+ to enter
• Void where prohibited
• By entering, you agree to receive emails from ANBA and participating brands

We’re proud to showcase the innovation, creativity, and quality coming out of the non-alcoholic space — and we’re excited to share it with you.

Good luck, and cheers to starting 2026 strong! 🥳✨
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​Marcos Salazar​
CEO, Adult Non-Alcoholic Beverage Association (ANBA)

Industry Insights:

How All The Bitter is Building ANA Consumer Understanding Through a Zero-Proof Market & Lounge

The biggest barrier to ANA beverage growth isn't product quality anymore—it's education. When consumers walk into stores thinking ANA cocktails are "just juice" or wonder why a mocktail costs $15, they're revealing a knowledge gap that's costing the entire category potential customers.
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​Ian Blessing, Founder of All The Bitter, decided to tackle this problem head-on by opening All The Bitter's Zero-Proof Market & Lounge - a physical education venue where customers can experience proper serves, taste flights, and learn why the category deserves their attention. "We're losing people every day who are tasting things and are turned off by what they've tasted," Ian told me during our conversation.
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Learn how Ian is using the Lounge to convert skeptics into advocates, why the most common consumer questions reveal critical messaging gaps, how to frame ANA spirits to justify pricing, and what scalable education models look like beyond in-person experiences.

• Australia’s non-alcoholic beverage market is on track to nearly double by 2033, fueled by sustained health, wellness, and moderation trends rather than short-term abstinence. (Vocal Media)​
• New York City’s best bars for non-alcoholic cocktails are gaining official recognition, highlighting how zero-proof drinks are becoming a hallmark of great hospitality. (Time Out New York)​
• Low- and no-alcohol drinks are becoming an everyday choice for UK adults, with demand extending well beyond Dry January into year-round consumption. (Talking Retail)​
• The future of wine is being reshaped by premium alcohol-free expressions, sustainability, and evolving consumer expectations heading into 2026. (Fine Dining Lovers)​
• Cans, conscious drinking, and premium value positioning are set to define 2026 as non-alcoholic beverages move further into the mainstream. (The Drinks Business)​
• Non-alcoholic beverage sales remained resilient through December, signaling that moderation trends are holding strong even during peak holiday drinking season. (BevNET)​
• More Americans plan to participate in Dry January this year, with spending expected to shift—not disappear—creating new opportunities beyond alcohol. (CivicScience)​
• Michigan breweries now allowed to sell nonalcoholic beers from other breweries (Fox Detroit)
• Elton John launched non-alcoholic wine brand (Good House Keeping)

Member News:

How Mocktail Club is Expanding Category Growth Through Non-Analog Beverages

Many brands in the adult non-alcoholic space focus on creating non-alcoholic versions of drinks customers are familiar with, such as whiskey, wine, or gin. Mocktail Club founder Pauline Idogho took a different approach: she created globally inspired flavor profiles with no alcoholic analog at all.
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The reason? She recognized that consumers who are cutting back or cutting out alcohol completely often don't want something that tastes exactly like the thing they're trying to moderate or avoid. Her approach came from recognizing that the adult non-alcoholic category serves two consumer groups with seemingly opposite needs—moderation drinkers who still consume alcohol and consumers who have eliminated it entirely—but both benefit from non-analog options.
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Learn how Pauline recognized the missing category space, why understanding two distinct consumer segments matters, how she navigates the communication challenge of non-analog beverages, and what this approach means for expanding the ANA category's addressable market.

• Three Spirit gets stocked across Majestic Wine stores nationwide. (LinkedIn)​
• Carnival Cruise Line is expanding its zero-proof offerings with Ritual Zero Proof, signaling that alcohol-free options are becoming a standard part of large-scale travel and leisure experiences. (Yahoo Lifestyle)​
• Mocktail Club introduces a new flavor to its lineup, continuing to expand its portfolio of elevated, ready-to-drink non-alcoholic cocktails. (LinkedIn)​
• Rationale Brewing expands its retail footprint with a launch at Binny’s, bringing its craft non-alcoholic beers to one of the Midwest’s leading beverage retailers. (Instagram)​
• Monday Morning’s Ocean Beach bottle shop reflects the growing demand for curated non-alcoholic retail experiences focused on community, function, and flavor. (Times of San Diego)​

Webinars + Events:

Dry January Check In: Breaking Records or Embracing Moderation?

Date: January 29, 2026 Time: 2:00 PM ET Where: Online (Zoom) Speaker Kaleigh Theriault

Join NielsonIQ and ANBA as we explore mid-month adult non-alcoholic beverage trends for Dry January. Will this year set new records, or will broader trends of moderation temper participation? We will analyze sales performance of the booming adult non-alcohol beer, wine, and spirits categories, uncovering how consumer behaviors and preferences are shaping the future of consumption. With adult non-alcohol brands thriving amid the sober-curious movement, understanding these drivers is essential for sustaining momentum and achieving year-long success.

ANBA Member Jobs:

Featured: Regional Sales Manager ​(Remote)

Three Spirit is at a pivotal inflection point in the functional non-alcoholic space—scaling rapidly, winning major retail doors, and redefining how consumers engage with spirits without alcohol. As the Midwest Regional Sales Manager, you’ll play a critical role in turning that momentum into sustained growth by owning execution, distributor performance, and account velocity across one of the company’s most important regions.

• ​Sylva - US Head Maker (On-site, Hudson Valley, NY)
• ​Sylva - Digital Marketing Manager (On-site, UK)
• ​Diageo - Market Specialist (On-site, Boston, MA)
• ​Bolle Drinks - Digital Marketing Manager (Remote, London, UK)
• ​Diageo - Executive Assistant to CEO, North America (On-site, New York, NY)
• ​Athletic Brewing Co. - Business Systems Manager (On-site, Milford, CT)
• ​Athletic Brewing Co. - Brewing - All Levels (On-site, Milford, CT)

The Adult Non-Alcoholic Beverage Association (ANBA) is a global trade organization dedicated to promoting, protecting, and accelerating the growth of the adult non-alcoholic beverage industry. We connect producers and industry partners with the insights, resources, and community they need to thrive in this rapidly expanding category.