ANA Insider

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

🍺🍷 🥃 🍾 🍸🍹

For Many ANA Wine Brands, Retail Isn't the First Door That Opens

If you're trying to convince a retail buyer to take a chance on an adult non-alcoholic wine, you're usually asking them to do something risky: stock a category they don't fully understand yet, with no comparable bottle on the shelf next to it to make the case for you. That's a hard sell. But there's a door that opens earlier and asks for less - the on-premise pour, where a sommelier or chef gets to taste the wine and decide, on the spot, whether it's good.

I've watched a number of ANA founders discover this the hard way, usually after retail conversations stall out. What's interesting is that some of the strongest ANA wine credibility hasn't come from a shelf placement at all - it's come from getting into the rooms where wine itself gets judged on nothing but quality.

​Amanda Thomson, Founder and CEO of Thomson & Scott, built her brand Noughty almost entirely this way. When she launched in 2019, there was no retail category for a premium non-alcoholic wine to slot into - so she went straight to bars, restaurants, and events instead, the same playbook she'd used selling champagne. From there, she pushed further: Michelin-starred restaurants, five-star hotels, spas and wellness venues. "These things are not easy, not easy at all," she told me. "To build that trust in wine is really hard."

That's the part worth sitting with. Those placements aren't retail wins, but they're arguably harder to earn - and once a sommelier or a Michelin kitchen says yes, that says something about the wine that a shelf placement alone can't.

I talked with Amanda about how she built that credibility before retail was ever a realistic option, why she refused to compete in the legacy non-alcoholic wine market, and what it actually took to land Waitrose once retail did open up. Read how she sequenced six years of distribution decisions - and what it taught her about earning trust in a category most people still don't understand.

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

Member News:

• Sylva has partnered with SEASN to launch The New Fashioned, a ready-to-pour non-alcoholic cocktail inspired by the classic Old Fashioned and made with Sylva Orchard and SEASN Dark bitters 0.0%. (LinkedIn)​
• Mash Gang is encouraging retailers to market alcohol-free beer as a flavorful, inclusive option during football season, helping fans enjoy matchday occasions without alcohol. (The Drinks Business)​
• Mingle Mocktails secured placement in Whole Foods by building strong retailer relationships, demonstrating product demand, and positioning premium non-alcoholic cocktails for today's wellness-focused consumers. (BevNET)​
• Hand on Heart, Noughty, Society De La Rassi, TÖST, and Tomorrow Cellars have been nominated in the USA TODAY 10BEST Readers' Choice Awards for Best Non-Alcoholic Wine, highlighting the growing recognition of premium alcohol-free wines. (USA TODAY 10Best)​
• Athletic Brewing CEO Bill Shufelt shared how the company continues to scale the non-alcoholic beer category through long-term brand building, product quality, and a mission-driven approach to growth. (BevNET)​
• Dr Zero Zero has added AperZero to its portfolio, giving U.S. consumers access to the Italian non-alcoholic aperitivo from Trieste through its online store. (Dr Zero Zero)​
• Athletic Brewing is sponsoring the Arthritis Foundation Cycling Experience, reinforcing its commitment to supporting active lifestyles and community wellness through non-alcoholic beer. (Endurance Sportswire) ​
• SYLVA has expanded its UK on-trade presence through an exclusive partnership with Master of Malt Trade, increasing availability of its non-alcoholic spirits across bars and hospitality venues. (LinkedIn)​
• The Free Spirits Company is redefining the cocktail experience by helping consumers enjoy full-flavored mixed drinks with less alcohol through its portfolio of non-alcoholic spirits. (USA Spirits Ratings)
• Noughty and TÖST have been named among Yahoo Shopping's 12 Best Non-Alcoholic Champagnes and Sparkling Wines, highlighting the continued rise of premium alcohol-free sparkling options. (Yahoo Shopping)
• Athletic Brewing released new UK consumer research showing that non-alcoholic beer has become a core part of modern drinking habits, with growing demand driven by taste, moderation, and lifestyle choices. (Athletic Brewing)​
• Bark & Bitter will be showcasing its non-alcoholic cocktail bitters at Tales of the Cocktail 2026, one of the world's largest gatherings for bartenders, drinks brands, and cocktail professionals. (Instagram)​

ANA Industry News:

• A growing number of Gen Z consumers are embracing the “daycap” trend by choosing earlier, more intentional drinking occasions, creating new opportunities for low- and no-alcohol beverages alongside traditional options. (Food & Wine)​
• Elton John’s 0% sparkling wine has become his best-selling wine, reflecting growing consumer demand for premium alcohol-free wine options. (The Drinks Business)​
• The rise of “zebra striping,” where consumers alternate between alcoholic and non-alcoholic drinks, highlights how moderation is becoming a mainstream drinking habit rather than a temporary trend. (Forbes)​
• Low- and no-alcohol brands need growth strategies that reflect their unique consumer motivations, positioning, and occasions instead of relying on traditional alcohol marketing playbooks. (LinkedIn)​
• Functional ingredients like adaptogens, botanicals, and probiotics are fueling consumer demand and accelerating growth across the non-alcoholic beverage category. (NIQ)​
• Restaurants and bars across the Upper Valley are expanding their alcohol-free cocktail menus as more consumers seek sophisticated non-alcoholic options for social occasions. (Valley News)​
• Alcohol-free social clubs and sober bars are gaining momentum in New York City as more people look for community spaces where connection isn’t centered around drinking. (Jillian Ryan on Substack)​
• As the NoLo category grows, consumers are increasingly looking for greater transparency around ingredients, sustainability, and the stories behind the brands they choose. (Decanter)​
• Industry experts suggest the category could benefit from moving beyond the term “non-alcoholic” and instead emphasizing flavor, experience, and the value these beverages bring to consumers. (The Grocer)​
• Providing people with non-alcoholic beverages can significantly reduce alcohol consumption and improve several health-related outcomes, according to a new randomized controlled trial. (Nature)​
• Non-alcoholic beverage sales remained steady in early June, reinforcing the category’s resilience despite softer performance across parts of the broader beverage market. (BevNET)​
• Alcohol consumption in Canada has fallen to its lowest level in 20 years as more consumers embrace non-alcoholic alternatives and moderation-focused drinking habits. (CBC News)​
• Health experts are encouraging consumers to celebrate the Fourth of July with mocktails, highlighting alcohol-free beverages as a festive and inclusive choice for summer gatherings. (WXOW)​
• Canadian alcohol consumption continues to decline while sales of non-alcoholic beverages rise, underscoring the sustained shift toward alcohol-free drinking across the country. (MSN)​
• The inaugural North American Nonalcoholic Cup showcased more than 100 alcohol-free beverages, highlighting the growing quality, innovation, and recognition of the non-alcoholic beer category. (Beer & Brewing) ​
• The growing practice of "zebra striping," alternating between alcoholic and alcohol-free drinks, is helping consumers enjoy social occasions while supporting better sleep, energy, and recovery. (Men's Fitness)
• As functional beverages continue to gain popularity, experts are encouraging consumers to look beyond marketing claims and understand the science behind ingredients like adaptogens and nootropics before choosing products. (The Daily Pour)
• Predictive consumer data shows the alcohol-free audience is growing rapidly, with wellness, moderation, and mindful drinking continuing to shape purchasing behaviors across the category. (Resonate)​
• The global non-alcoholic beverage market is projected to see strong growth through 2035, driven by rising digital engagement, sustainability initiatives, and increasing consumer demand for healthier alternatives. (GlobeNewswire)
• More San Diego craft breweries are investing in non-alcoholic beer, reflecting growing consumer demand and expanding opportunities for breweries entering the alcohol-free market. (The San Diego Union-Tribune)
• Restaurants can boost profitability by expanding their mocktail offerings, as more consumers seek premium alcohol-free beverages without sacrificing the social experience. (Inc.)
• Japanese brewers are expanding their zero-proof and low-alcohol portfolios as changing consumer preferences continue to accelerate demand for alcohol-free beverages. (The Japan Times)​
• Wine professionals are adapting to a new generation of consumers who are drinking more intentionally and increasingly embracing moderation and alcohol-free alternatives. (Food & Wine)​
• Australia's New South Wales government is investing in a new dealcoholisation facility to help wineries expand production of premium alcohol-free wines and meet growing market demand. (Wine Titles)​

ANBA Member Jobs:

Featured: Advo-KIT (Brand Ambassador) ​(On-site, Portland, ME)

Kit Non-Alc is looking for outgoing Brand Ambassadors to help grow awareness of its award-winning non-alcoholic beer across Maine and Massachusetts. This field-based role combines in-store tastings, retail merchandising, and relationship building with local retailers, making it a great opportunity for someone who enjoys connecting with people, supporting emerging brands, and helping expand the reach of the fast-growing alcohol-free beer category.

• ​Athletic Brewing Co.​ - Content Creator Intern (On-site, San Diego, CA)
• ​Athletic Brewing Co. - Compliance Manager (On-site, Milford, CT)
• ​Athletic Brewing Co.​ - Associate Counsel (On-site, Milford, CT)​
• ​Athletic Brewing Co.​ - Production Brewer (On-site, San Diego, CA)
• ​​Athletic Brewing Co. - Financial Analyst (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.