ANA Insider

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

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For Many ANA Brands, Retail Shouldn't Be a Starting Point. It's a Finish Line.

Too many ANA brands pitch retail before they have a reason to be there.

I see it regularly - a brand with a compelling product, real passion, and not enough proof. They get the meeting. They make the case. And they walk out without a deal, or worse, with a placement they weren't ready to support. Retail has gotten more selective as the ANA category has matured, and the brands finding their way onto shelves at Whole Foods or Total Wine aren't getting there on enthusiasm alone. They're getting there because they've done the work first.

What that work actually looks like isn't always obvious. It's not a single decision - it's a sequence of them. And the sequence matters as much as any individual move.

​Ranwei Chiang, CEO of Abstinence Spirits, figured this out early. When she launched in 2022, the instinct was there to chase retail. But a clear-eyed read of the market told her something different: retailers weren't ready to dedicate meaningful space to ANA spirits, and consumers were already shopping online. So instead of spreading thin across channels that weren't working yet, she went deep on two that were - Amazon and on-premise bars and restaurants in San Francisco and New York.

What followed was two years of deliberate foundation-building. Amazon became a proof engine, not just a sales channel - generating repeat purchase rates, conversion data, and new customer acquisition numbers that could be handed directly to a retail buyer. On-premise became a trial engine and a product feedback loop, leading to a full reformulation that made Abstinence dramatically easier for bartenders to work with. By the time she walked into Whole Foods, Raley's, and Total Wine in January 2026, she wasn't asking for a chance. She was presenting a case.

I sat down with Ranwei to understand how Abstinence built each channel from scratch - and turned two years of data into a retail conversation that was hard to say no to. Read how she built Amazon into a proof engine, what on-premise taught her about the product, and what the retail pitch actually looked like when she walked into Whole Foods.

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

Member News:

• American Malting Barley Association welcomed Athletic Brewing Company as a new member, highlighting continued collaboration across the beverage supply chain. (LinkedIn)​
• Athletic Brewing Company’s Free Wave Hazy IPA earned a gold medal at the Best of Craft Beer Awards, reinforcing its leadership in non-alcoholic craft brewing. (LinkedIn)​
• Kul Mocks Co-Founder Danielle Goss will be speaking at The Beverage Forum. (LinkedIn)​
• Blind Tiger Cocktails celebrated recognition from The Washington Post, which named its mojito among the best, spotlighting the brand’s craftsmanship. (LinkedIn)​
• Athletic Brewing Company expanded its ESG efforts with a multi-million-dollar outdoor trails program supporting conservation and recreation initiatives. (TipRanks)​
• TÖST Beverages announced it will be available at select Hyatt properties nationwide, expanding its presence in hospitality and guest experiences. (LinkedIn)​

ANA Industry News:

• A new study suggests non-alcoholic beer may provide a boost of vitamin B6, adding potential functional benefits to its appeal. (Food & Wine)​
• Emerging innovations are driving new sensory experiences in low- and no-alcohol drinks, including warming effects that mimic traditional spirits. (FoodNavigator)​
• Recent beverage launches show strong momentum across no/low alcohol and functional drinks, reflecting evolving consumer preferences. (BeverageDaily)​
• South Korean companies are accelerating investment in non-alcoholic beverages as demand rises among health-conscious consumers. (Maeil Business Newspaper)​
• Alcohol-free tourism is on the rise as more travelers seek sober-curious experiences and destinations that cater to mindful drinking. (Drift Travel)​
• Constellation Brands is seeing slower growth as demand for Mexican beer brands like Modelo and Corona begins to cool. (Sherwood News)​
• The Zero Proof Cocktail Competition is offering a $10,000 prize and brand ambassadorship to spotlight emerging talent in non-alcoholic mixology. (The Daily Pour)​
• US of NA launched “The Quiet Pour,” an audio series exploring real stories around sobriety and mindful drinking. (US of NA)​
• Bars are increasingly listing ABV on menus as consumers demand more transparency and control over their drinking choices. (Tasting Table)​
• New data suggests the low- and no-alcohol category is entering a more mature phase, with sustained growth and broader adoption. (Drinks Retailing News)​
• Star Trek-inspired wines have introduced alcohol-free “Synthehol” products, blending pop culture with the NA trend. (TrekCore)​
• Global brewers are ramping up investment in non-alcoholic and low-calorie beers to capture shifting consumer demand. (Valor International)​

ANBA Member Jobs:

Featured: Social Media & Graphics Manager ​(Remote)

PARCH is seeking a part-time Social Media Manager with strong graphic design skills to lead content planning, create engaging Instagram and TikTok assets, manage partnerships and UGC collaborations, and support brand visuals across marketing channels while working closely with the founder and CMO to grow its distinctive non-alcoholic cocktail brand.

• ​Mingle Mocktails - Mingle Ambassador (Remote)
• ​Kit Non-Alc - Advo-KITs (Brand Ambassadors) (On-site, ME, MA)
• ​Glimmer Wine - Sparkling Brand Champion (On-site, Vancouver & Lower Mainland)
• ​Athletic Brewing Co. - Houston Territory Manager (On-site, Houston, TX)
• ​Athletic Brewing Co.​ - Washington Territory Manager (On-site, Seattle, WA)
• ​Athletic Brewing Co. - Marketing & Food Labeling Compliance Specialist (On-site, San Diego, CA)
• ​Athletic Brewing Co. - Marketing & Food Labeling Compliance Specialist (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.