ANA Insider

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

🍺🍷 🥃 🍾 🍸🍹

Why One of ANA's Biggest Growth Opportunities Is the Consumer Who Isn't Looking

The best way to introduce someone to ANA beverages might be to not even mention ANA beverages in the first place.

I've been thinking about this a lot lately working with ANA brands and retailers. The category puts a lot of energy into reaching people who are already curious - the ones already cutting back, already looking for options, already following brands on social media. But that's a fraction of the available market. The bigger opportunity is the person who has never tasted or even knows about all the great tasting ANA beverages available today.

Here's the problem with that consumer. You can't target them with ANA content because they're not consuming it. You can't get them into an NA bottle shop because they'd never think to go. Traditional marketing hits a wall with this person - not because the products aren't good, but because they're not looking.

​Kristin Patrick, Co-Founder of Orangily, a bottle shop in Carmel, Indiana, found a different way in. Not through ANA messaging - but by giving people a completely unrelated reason to walk through the door. A yoga class. A women's health workshop. A speaker series. People who would have said "why would I ever go there, I love to drink" - showing up for something else entirely, and discovering a whole category they didn't know existed.

"They're intrigued," Kristin told me. Not converted. Not sold. Intrigued. That's what a genuine first encounter with the ANA category looks like - and it's a model worth understanding.

I sat down with Kristin to understand how they built a system for consistently bringing new consumers into the ANA category - people who would never have walked through the door otherwise. You can read this and other ANA insights in this issue's Member Spotlight on the ANBA website.

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

Member News:

• TÖST Beverages has partnered with T-Mobile Arena in Las Vegas and launched its “Sips & Stages Giveaway,” bringing elevated non-alcoholic celebrations to major live events. (LinkedIn)​
• ABV Beverage has launched Particle Theory, a non-alcoholic oatmeal stout delivering rich espresso and dark chocolate notes with a smooth, full-bodied finish, now available at select retailers. (Instagram)​
• All The Bitter has launched its new Herb Garden bitters, blending mint, rosemary, sage, and eucalyptus for a fresh, spring-inspired, alcohol-free flavor perfect for both cocktails and “spa water” serves. (Instagram)​
• NOUGHTY founder Amanda Thomson is featured in an upcoming Nosedive podcast episode with Renée Adams, sharing how she built a category-defining non-alcoholic wine brand in a traditionally male-dominated industry. (LinkedIn)​
• Three Spirit is expanding its retail footprint with availability at Fresh Thyme Market, bringing its functional non-alcoholic elixirs to more mainstream grocery shelves. (LinkedIn)​
• Free AF founder Lisa King has been featured in NZ Herald’s HNOW Business, spotlighting her leadership and the continued rise of the Free AF brand in the alcohol-free space. (LinkedIn)​
• Jukes Cordialities is celebrating recognition at the World Alcohol-Free Awards 2026, highlighting continued momentum and quality within the premium non-alcoholic category. (LinkedIn)​
• Society De La Rassi shared its participation in the Wedy AI event, showcasing its presence at the intersection of innovation, technology, and the evolving drinks space. (LinkedIn)​
• NOUGHTY has expanded distribution of Noughty White Wine Spritzer, now available at Prezzo Italian UK locations, making non-alcoholic options more accessible to diners. (LinkedIn)​
• NOUGHTY is now being served at NOLO Thailand, continuing its international expansion into premium alcohol-free venues. (LinkedIn)​
• Three Spirit, Blind Tiger, and Mingle Mocktails founders have been recognized among 10 women revolutionizing the non-alcoholic drinks industry. (The Daily Pour)​
• TÖST Beverages has rolled out its Sangria nationwide at Kroger, expanding its retail footprint across the U.S. (LinkedIn)​
• Free AF is now the exclusive non-alcoholic RTD cocktail at loanDepot park and an official partner of the Miami Marlins, serving its beverages at all home games and stadium events starting April 2026. (LinkedIn)​
• TÖST Beverages has launched TÖST and TÖST Rosé 4-pack cans at Target stores nationwide, boosting accessibility in a key retail channel. (LinkedIn)​
• Three Spirit has announced a new SKU called Anti-Social, continuing its bold and unconventional brand storytelling. (LinkedIn)​
• Jukes Cordialities received glowing praise on BBC’s Saturday Kitchen, with its Believe blend earning an emotional on-air reaction. (LinkedIn)​
• Athletic Brewing Company has introduced two limited-edition IPAs—Personal Record and Two For The Trails, expanding its non-alcoholic craft lineup. (Athletic Brewing)​
• Parch Spirits Co. is scaling rapidly with new listings across major retailers, cruise ships, MLB stadiums, and Michelin-star venues, while opening investment to fuel growth. (LinkedIn)​
• Society De La Rassi is now featured on Better Rhodes, offering a premium dealcoholized sparkling Chardonnay designed for elevated, mindful celebrations. (Better Rhodes)​
• ABV Beverage has launched Blanc Zero, Alt Noir, and Blanc, expanding its portfolio of alcohol-removed and low-ABV wines across multiple styles. (Instagram)​
• Edna’s Margarita Mix has returned to Costco with refreshed packaging, capitalizing on strong seasonal demand and repeat retail performance. (Business Wire)​
• Mingle Mocktails founder Laura Taylor has been announced as a speaker at BevNET Live NYC, where she’ll join industry leaders for the June gathering in New York. (LinkedIn)​
• DioniLife is betting on the low- and no-alcohol category through a mix of in-house brand building and acquisitions aimed at giving consumers healthier choices without sacrificing taste or experience. (Real Business)​
• Trinchero Family Wine & Spirits has expanded its non-alcoholic push through an exclusive partnership with Libby, further strengthening its position in the category. (PR Newswire)​
• Monday Morning is expanding beyond retail into production with a San Marcos facility designed to brew and scale non-alcoholic beverages for both its own stores and partner brands. (San Diego Beer News)​

ANA Industry News:

• Reality TV personality Carl Radke is opening an alcohol-free bar concept designed to create inclusive social spaces for sober and sober-curious communities. (Reality Tea)​
• Gen Z is increasingly opting for alcohol-free social plans, reshaping nightlife around wellness, connection, and experiences that don’t revolve around drinking. (Express)​
• Americans across multiple states are drinking less alcohol overall, reflecting a broader cultural shift toward moderation and healthier lifestyle choices. (Fox 5 DC)
• Bartenders and research data alike confirm that Americans are cutting back on alcohol, with demand rising for non-alcoholic options in bars and restaurants. (KLKN-TV)​
• The U.S. non-alcoholic beer, wine, and spirits market still has significant growth potential as consumer demand accelerates and innovation expands the category (Beverage Daily)​
• The global non-alcoholic spirits market is projected to reach $706.7 million by 2033, driven by rising health consciousness and premium product development. (PR Newswire)​
• Mocktails are gaining traction as a healthier way to unwind, offering the social and sensory experience of cocktails without the negative effects of alcohol. (Cleveland Clinic)​
• College students are increasingly turning to non-alcoholic drinks as part of a healthier lifestyle, prioritizing mental clarity and sober social spaces over traditional drinking culture. (The Daily Aztec)​
• A growing number of consumers are cutting back on alcohol due to health and cost concerns, driving increased demand for non-alcoholic alternatives and mindful drinking options. (Yahoo Finance) ​
• The wine industry is increasingly betting on alcohol-free alternatives as declining consumption and shifting consumer preferences push producers to innovate beyond traditional offerings. (Vinetur)​
• As more guests drink less, restaurants are being pushed to rethink beverage strategy and profit models in response to changing consumption habits. (Forbes)​
• Sober tourism is gaining momentum as Gen Z travelers increasingly choose wellness-focused, alcohol-free vacations and the travel industry adapts with more dry-friendly experiences. (Business Insider)​
• U.S. alcohol sales fell 2.4% in March as consumers continued shifting toward ready-to-drink cocktails and non-alcoholic beverages while traditional wine and spirits categories softened. (Vinetur)​
• A new Business of Drinks episode examines what it takes for beverage brands to win and sustain placement across Marriott’s global hospitality system, with operational execution emerging as the real differentiator after initial placement. (YouTube)​
• Fratelli Branca is placing a strategic bet on alcohol-removal technology, signaling growing legacy-industry interest in the future of non-alcoholic innovation. (BevNET)​
• ALTR is spotlighting precision ethanol-filtering technology as a way to unlock more nuanced alcohol-reduced and alcohol-free options across wine and spirits. (HNGRY)​
• Alcohol-free drinks are earning more space on menus as consumers embrace a broader range of options, from sparkling tea and shrubs to alcohol-free wines and beers. (South China Morning Post)​
• A new non-alcoholic bar is taking over the former Ten Tables space in Boston, reflecting continued momentum for sober social venues in established dining neighborhoods. (MassLive)​
• Health and wellness are increasingly shaping beverage purchases, with consumers paying closer attention to ingredients, sugar, and functional benefits while younger shoppers drive demand for drinks tied to energy, immunity, and gut health. (BeverageDaily)​
• Gen Z is increasingly trading bar tabs for fitness-centered socializing, underscoring how moderation and wellness are reshaping where young adults spend their time and money. (The Wall Street Journal)​
• Artemis Lounge has opened in Fayetteville as the city’s first dry bar, creating a dedicated social space centered on non-alcoholic drinks. (5NEWS)​
• Alcohol-free beer continues to raise pricing questions as consumers often pay nearly the same as full-strength beer despite the absence of excise duty. (The Irish Times)​
• Businesses in Sioux Falls are expanding their non-alcoholic offerings as rising consumer interest pushes bars and breweries to add more alternatives like NA beer, hop water, kombucha, and soda. (Dakota News Now)​
• Australia’s low- and no-alcohol market is drawing growing attention from public companies and innovators as changing drinking habits create new opportunities for category growth. (The Australian)​
• Advances like non-traditional yeasts and nano-membrane filtration are helping winemakers improve the quality and appeal of no- and low-alcohol wines. (wine.co.za)​
• Wine marketers are being urged to lead with flavour and occasion rather than terroir alone as younger consumers gravitate toward categories that feel more fun, accessible, and immediately rewarding. (The Drinks Business)​
• Sparkling tea is emerging as a standout non-alcoholic category by offering structure, aromatics, and food-pairing appeal without trying to imitate wine or spirits. (Good Housekeeping)​
• Non-alcoholic drinks are no longer just substitutes for alcohol but are increasingly chosen for entirely new occasions, from wellness routines to everyday functional moments. (Refined Drinks)​
• The rise of no- and low-alcohol wines is creating a new market opportunity, though producers face technical challenges in maintaining flavor, structure, and quality without alcohol. (LinkedIn)​

Webinars + Events:

Brand Refresh: Bringing New Energy To An Existing Brand In A Tight Economy

Date: April 28, 2026 Time: 12:00 PM ET Where: Online (Zoom) Speaker Darcey Lacy

Join Watermark Design for a free webinar with Darcey Lacy, Founder and Creative Director, as she shares how beverage brands can strategically refresh their identity to unlock growth, covering when to evolve, how to retain brand equity, and real-world examples of successful logo and packaging updates that strengthen market positioning and consumer appeal.

ANBA Member Jobs:

Featured: Sparkling Brand Champion ​(On-site, Vancouver & Lower Mainland)

Glimmer Wine is hiring a Sparkling Brand Champion for a part-time, seasonal summer role across Vancouver and the Lower Mainland, where you’ll lead in-store tastings, share the story behind a women-owned non-alcoholic sparkling wine brand, and help drive sales while engaging customers. This role is ideal for someone charismatic, reliable, and excited to grow with a fast-scaling craft beverage company.

• ​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.