ANA Insider

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

🍺🍷 🥃 🍾 🍸🍹

For Complex ANA Products, the On-Trade Isn't Just a Channel - It's Where Trust Gets Built

A growing number of ANA products being built right now have a problem that has nothing to do with the liquid in the bottle. It has to do with where that bottle ends up - and who, if anyone, is there to explain it.

A complex, flavor-forward ANA product sitting on a retail shelf is asking a consumer to take a real leap of faith. Unfamiliar ingredients, an unfamiliar category, and a price point that makes experimentation feel like a risk. That's a lot to ask of a label.

The bar counter works differently. A bartender can put something in a glass, tell the story behind it, and let the product earn its place through experience rather than packaging. That's not a small distinction - it's a fundamentally different discovery model. And for the ANA category to keep growing, I think it's one we need to talk about more seriously.

What Paul Mathew, Founder of Everleaf, figured out early is that his products - ANA aperitifs built from botanical biomes rather than spirit analogs - needed a human intermediary to land. So he spent the first six months of the brand personally delivering bottles to bars and restaurants in London. Not because he had to. Because the channel was doing work that no other channel could.

Seven years of consecutive growth later, that instinct looks less like a scrappy launch tactic and more like a strategic conviction the rest of the category is still catching up to.

Read how Paul built Everleaf's on-trade presence from the ground up, what the bartender advocacy program looks like in practice, and why the margin conversation with on-premise operators is finally starting to shift in the ANA category's favor.

​Marcos Salazar​
CEO, Adult Non-Alcoholic Beverage Association (ANBA)

Member News:

• Free AF expanded the availability of its non-alcoholic Espresso Martini to more than 400 Whole Foods Market locations across the United States, bringing one of its most popular RTD cocktails to a wider audience. (LinkedIn)​
• Athletic Brewings’s Bill Shufelt is Bullish on the Future of NA Beer – and the Beer Category (Brewbound)
• How Athletic Brewing Scaled Fast by Breaking a Rule Most Founders Swear By (Inc)
• The Free Spirits Company's Milan Martin shared how a simple question about creating a healthier social beverage evolved into a fast-growing non-alcoholic brand generating millions in annual revenue. (Entrepreneur)​
• Free AF's Lisa King shared how the brand bypassed traditional expansion paths to focus directly on the US market, helping grow its alcohol-free RTD cocktail portfolio into more than 4,500 retail locations including Target, Walmart, Whole Foods, and Kroger. (Brand Growth Heroes Podcast)​
• Jukes Cordialities earned two major honors at WAFA 2026, taking home trophies for Best Drinks Range and Best Organic Drink in recognition of its premium alcohol-free offerings. (LinkedIn)​
• NOUGHTY has expanded its UK foodservice presence through a new listing with Brakes UK, making its alcohol-free sparkling wines more accessible to hospitality operators nationwide. (LinkedIn)​
• Three Spirit has secured its first grocery listing with Waitrose, bringing its functional non-alcoholic drinks to one of the UK's leading supermarket chains and expanding consumer access to the brand. (The Grocer)​
• Blind Tiger is accelerating its growth across Ohio and nationwide, expanding distribution of its non-alcoholic ready-to-drink cocktails as demand for premium alcohol-free alternatives continues to rise. (Cleveland.com)​

ANA Industry News:

• No- and low-alcohol beverages are rapidly moving from niche offerings to everyday choices as retailers, venues, and consumers embrace moderation as part of modern drinking culture. (The Shout)​
• Non-alcoholic beer has reached a new level of mainstream acceptance, with consumers increasingly choosing it as a genuine beer option rather than simply an alcohol substitute. (Sporked)​
• The global non-alcoholic drinks market is projected for significant growth as health-conscious consumers continue to drive demand for alcohol-free alternatives across beverage categories. (Yahoo Finance)​
• Non-alcoholic wine continues to lag behind beer due to greater production challenges and higher consumer expectations, though innovation is helping narrow the quality gap. (Defector)​
• The non-alcoholic beer market is expected to reach $42.3 billion by 2033, fueled by growing wellness trends and increasing demand for alcohol-free options. (EIN Presswire)​
• Alcohol-free beer has become so widely accepted in Bavaria that what was once viewed as a novelty is now a respected and increasingly common choice among locals and travelers alike. (The Sun)​
• Brands across the moderation movement are expanding the availability of premium non-alcoholic beers, wines, spirits, and ready-to-drink options as consumer demand for alcohol-free choices continues to rise. (Market Watch)​
• Luxury hotels are responding to changing guest preferences by elevating their mocktail programs, offering sophisticated alcohol-free cocktails that rival traditional drinks in complexity and experience. (Hospitality Net)​
• Industry leaders gathered at BevNET Live NYC to discuss the continued growth, innovation, and investment opportunities shaping the future of the non-alcoholic beverage market. (LinkedIn)​
• Several international markets, including Germany and Spain, have embraced non-alcoholic beer at higher rates than the U.S., highlighting the category's growing global appeal. (Yahoo Lifestyle)​
• More Canadians are choosing mocktails over cocktails as health, wellness, and moderation trends continue to drive interest in alcohol-free social drinking options. (Toronto Sun)​
• Gen Z consumers are reshaping the beverage industry by prioritizing quality, moderation, and intentional drinking experiences over alcohol consumption volume. (BuzzFeed)​
• Zero-proof cocktails are becoming increasingly sophisticated, with bars and brands elevating alcohol-free offerings through premium ingredients and complex flavor profiles. (Market Watch Magazine)​
• Non-alcoholic beer was among the fastest-growing segments in craft beverage production, helping drive growth alongside light lagers in the alternative craft category. (Brewbound)​
• Non-alcoholic wine continued its strong momentum, posting double-digit gains in both dollar sales and volume as consumers increasingly embrace moderation and alcohol-free alternatives. (Wine Business)​
• Non-alcoholic wines dominate Amazon's best-selling wine rankings, underscoring the rapidly growing consumer demand for alcohol-free wine options. (Mashed)​

ANBA Member Jobs:

Featured: Benefits Manager ​(On-site, San Diego, CA)

Athletic Brewing is seeking a Benefits Manager to oversee employee benefits, retirement programs, and payroll support while helping scale the people operations behind one of the fastest-growing non-alcoholic beer brands in the industry. Based in San Diego, this role manages everything from 401(k) and healthcare plans to compliance, vendor partnerships, and employee education, offering a chance to make a meaningful impact on the employee experience at a mission-driven company.

• ​Mingle Mocktails - Director of Digital Growth
• ​Athletic Brewing Co. - Regional Sales Manager - South Central (On-site, Austin, TX)
• ​​Athletic Brewing Co. - Florida Territory Manager (On-site, Tampa, FL)
• ​​Athletic Brewing Co. - Financial Analyst (On-site, Milford, CT)
• ​Mingle Mocktails - Mingle Ambassador (Remote)
• ​PARCH - Social Media & Graphics Manager (Remote)

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.