ANA Insider

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

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Bars and Restaurants Want to Say Yes to ANA. Most Don't Know How.

The on-premise channel is one of the most powerful trial engines for the ANA beverage industry. A guest tries something new at a place they trust, and it lands differently than anything they'd find on a shelf. The problem is getting venues ready to deliver that moment.

​Beth Harbinson saw that gap and built something to address it. Sobar Secure is a venue enablement program that walks bars and restaurants through the practical work of building an ANA beverage program — curated product sourcing matched to their concept, staff training and certification, menu development support, and consumer visibility through tools like the Better Without app. It's designed to meet venues where they are, starting at $250.

What makes Sobar's model interesting is its independence. As a nonprofit that takes no revenue from manufacturers, it can recommend products based purely on quality — which matters when a restaurant owner is trying to figure out who to trust in a category they're just getting to know.

The early results are worth paying attention to. A small Mexican restaurant saw ANA beverage sales up 45% in three months. A near-Michelin-starred restaurant is building a scratch-made ANA program designed to sit alongside their wine list.

Two very different venues. The same starting point: someone showing them a path forward.

Read how Beth built Sobar Secure — the five components of the program, how the nonprofit model shapes its approach, and what these two restaurants are doing with it right now.

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

Member News:

• TÖST Beverages announced that its 750ml bottles are now available at Albertsons stores nationwide, marking a major retail expansion following the brand’s selection in the 2023 Albertsons Innovation Launchpad program. (LinkedIn)​
• Society De La Rassi announced that its 2024 Vintage Neue Brut and Beso Besa Dealcoholised Sparkling Wines both earned Gold Medals at this year’s London Competitions, highlighting the brand’s growing recognition in the non-alcoholic wine category. (LinkedIn)​
• Three Spirit, Blind Tiger, and Mingle Mocktails were recognized by The Daily Pour as one of the women-led brands helping shape the future of the non-alcoholic beverage industry. (The Daily Pour) ​
• Athletic Brewing Company partnered with renowned chefs to bring back its Aftershift initiative in support of Mental Health Awareness Month and hospitality industry wellness. (PR Newswire)​
• Mash Gang earned a Gold Medal in the non-alcoholic category at the World Beer Cup, marking a major achievement for alcohol-free craft beer. (BevNET)​

ANA Industry News:

• Coors launched a new zero-ABV beer offering as legacy beer brands continue expanding their alcohol-free portfolios to meet evolving consumer demand. (Food & Wine)​
• French Bloom became the world’s first alcohol-free sparkling wine maison with its own estate after acquiring a 25-hectare vineyard and winery in Limoux, France, marking a major milestone for the premium non-alcoholic wine category. (TrendWatching)​
• A new market report projects the global low-alcohol beverage market will reach USD 114 million by 2036 as health-conscious consumers continue driving demand for non-alcoholic and low-ABV alternatives. (Morningstar)​
• A recent discussion explored the growing debate around whether minors should be served non-alcoholic beers and mocktails as alcohol-free beverages become more mainstream. (Tasting Table)​
• George Clooney’s business success story highlighted how celebrity-backed beverage ventures are increasingly expanding into the non-alcoholic category alongside traditional spirits. (Yahoo Finance)​
• A new study published in The Lancet examined global alcohol consumption trends and the growing public health relevance of low- and no-alcohol alternatives. (The Lancet)​
• New research found that purchases of no- and low-alcohol drinks continue to increase, though their overall impact on harm reduction remains limited so far. (Medscape)​
• A new report from Miami found younger consumers are drinking less alcohol and increasingly choosing mocktails, non-alcoholic beers, and zero-proof social experiences. (NBC Miami)​
• Major brewers are increasing investments in non-alcoholic and low-calorie beers as consumer demand for healthier and moderation-focused drinking options continues to grow globally. (Valor International)​
• The Wine Group acquired the Phony Negroni non-alcoholic RTD brand as major beverage companies continue investing in the alcohol-free category. (The Spirits Business)​
• A new report explored why Gen Z consumers are drinking less craft beer and how the rise of moderation and non-alcoholic options is reshaping the beverage industry. (American Craft Beer)​
• AB InBev emphasized the growing importance of non-alcoholic beer as consumer preferences continue shifting toward moderation and wellness-focused drinking. (Yahoo Finance)​
• Beverage innovators are developing new technologies and ingredients to improve the flavor, complexity, and sensory experience of low- and no-alcohol drinks. (FoodNavigator)​
• Jean-Étienne Gourgues shared his perspective on how non-alcoholic beverages represent the next evolution of social drinking and consumer lifestyle trends. (LinkedIn)
• Charlotte is set to welcome Heartbutter, a new non-alcoholic bar concept focused on alcohol-free cocktails and mindful social experiences. (Axios)​

ANBA Member Jobs:

Featured: Territory Manager ​(On-site, Houston, TX)

DioniLife is seeking a Territory Manager to lead growth for its award-winning non-alcoholic beverage portfolio across the Houston and Austin markets, building strong distributor and retail partnerships while driving in-store execution, samplings, and sales expansion in the fast-growing adult non-alcoholic beverage category.

• ​Mingle Mocktails - Mingle Ambassador (Remote)
• ​Kit Non-Alc - Advo-KITs (Brand Ambassadors) (On-site, ME, MA)
• ​PARCH - Social Media & Graphics Manager (Remote)
• ​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.