ANA Insider

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

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Dear ANA Insider Readers,

Thank you so much for all the great feedback about the first issues of the newsletter!
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Many of you have emailed sharing how it has been a valuable resource for beverage industry professionals already in the ANA category as well as those just jumping in.

You’ve also shared that you’re learning something new in each of the longer articles. And that is one of the main reasons we started the ANA Insider.

We want to raise awareness about all the new and innovative products and infrastructure being built because of, and within, the ANA category. We want to serve as a go-to resource for those helping build the ANA category - brands, distributors, retailers, restaurant and bars, services providers, and more - and thanks for reaffirming that the ANA Insider is delivering on that.
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One thing we will be changing in upcoming issues is we will be focusing on one article vs. two in each issue. We've heard from readers (and seen the data) that because everyone is so busy, they may not get to read both articles each week. And we certainly don't want you to miss out on all the learnings and insights in each article!
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And similar to Milan Martian from Free Spirits who is continually iterating to improve his products, we too will be iterating and making data-driven decisions by focusing on one article each week.
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If you haven't had a chance to read the first set of articles or are a new subscriber, you can check them out below.

• ​Why Total Wine is Dedicating 20 Feet of Space to Drive Adult Non-Alcoholic Category Growth​
• ​How Free AF Scaled Sips to Lips Through Strategic Partnerships​
• ​How All The Bitter is Building ANA Consumer Understanding Through a Zero-Proof Market & Lounge​
• ​How Mocktail Club is Expanding Category Growth Through Non-Analog Beverages​
• ​The Wine Company is Building Distributor Infrastructure for Adult Non-Alcoholic Beverages​
• ​How Free Spirits is Advancing ANA Spirit Quality Through Continuous Product Iteration​

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Thanks for being a subscriber and please forward the newsletter to your team and anyone in the beverage industry that would benefit from it.

Have a great rest of the week!

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

Member Spotlight + News:

Raising the Bar's Subscription Model is Driving ANA Discovery

The adult non-alcoholic beverage category has hundreds of NA spirits and ready-to-drink cocktails but for curious consumers, knowing where to start can feel overwhelming. Abbie Romanul, Founder and CEO of Raising the Bar, decided to solve this problem by building a subscription box that turns that overwhelm into monthly discovery, and after five and a half years, the data shows it's working. With 90% of subscribers trying featured products for the first time and 80% going on to repurchase, the model is proving that guided discovery drives real category engagement.
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Learn why monthly cadence matters for category entry, how the subscription format bridges the gap between brand awareness and physical trial, what curated discovery creates for the broader ANA ecosystem, and why the category's growth depends on more pathways for consumers to find and enjoy products.

• The Little Sober Bar is seeking sponsors for its upcoming NotATypical Festival 2026 in Woodstock, Georgia, a free, family-friendly music event designed to promote mental health awareness, inclusive community, and alcohol-free social experiences. (Eventeny)​
• Noughty was featured on the official Vinexposium channel during Wine Paris, spotlighting the growing presence of premium alcohol-free wine at one of the industry’s leading global trade events. (LinkedIn)​
• Glimmer Wine partnered with Vancouver Magazine’s Power 50 to celebrate influential local leaders, reinforcing the brand’s deep roots in Vancouver’s culture and hospitality scene. (LinkedIn)​
• Free Spirits will sponsor the Vibe Conference in San Diego on February 23–25, 2026, bringing its non-alcoholic portfolio to one of the hospitality industry’s key gatherings. (LinkedIn)​
• J. Lohr was highlighted by the San Francisco Chronicle as one of the wineries to visit near Levi’s Stadium ahead of Super Bowl LX, drawing attention to its offerings for visiting fans. (LinkedIn)​
• Noughty announced that its full core range has launched nationwide at The Fresh Market, significantly expanding U.S. retail access to its alcohol-free wines. (LinkedIn)​
• Bolle has introduced its Chardonnay Réserve, positioning it as a first-of-its-kind alcohol-free Burgundy Chardonnay crafted to mirror the complexity of traditional regional expressions. (BevNET)​
• The Zero Proof has partnered with the James Beard Foundation’s Taste America tour to showcase premium non-alcoholic beverages at culinary events nationwide, underscoring growing demand for alcohol-free options that match the quality and intent of traditional beverage programs. (EIN Presswire)​

Industry News:

• Alcohol-free beverages and RTDs are gaining retail momentum in the U.S., outperforming traditional spirits as consumers moderate their drinking habits. (The Spirits Business)​
• Per Capita Beer Consumption (2011-2024) of Regular vs. Non-Alcoholic (American Association of Wine Economists AAWE)
• Non-Alcoholic Wines: Sensory Pleasantness and Health Benefits (National Library of Medicine)​
• NIQ On-Premise Report: Dry January Commitment Continues Throughout the Month (Brewbound)​
• Travelers are increasingly seeking alcohol-free experiences year-round, signaling that the “Dry January” mindset is extending into broader lifestyle and tourism choices. (Daily Journal)​
• Ever wondered how non-alcoholic beer is actually made? Brewers typically produce a full-strength beer first and then remove the alcohol, often using heat, vacuum distillation, or filtration, before re-carbonating and fine-tuning flavor to match the original profile. (MSN)​
• Demand for zero-proof options is rising in parts of Canada as consumers embrace moderation trends and retailers expand their selections beyond Dry January. (CBC News)​
• A growing number of bartenders are choosing sobriety themselves, influencing bar culture and inspiring more thoughtful, alcohol-free offerings for guests. (The Spirits Business)​
• Bars can turn occasional Dry January participants into loyal, year-round customers by integrating compelling non-alcoholic and low-ABV options into their core menus. (Bar & Restaurant)​
• Corona Cero, the alcohol-free extension of the global Corona brand, has been positioned as a major growth driver in AB InBev’s moderation-focused portfolio and global sports partnerships, including the Olympics. (The Drinks Business)​
• Carlsberg Hong Kong is emerging as a leader in Asia’s alcohol-free segment through strategic innovation, distribution, and changing regional attitudes toward moderation. (The Drinks Business)​
• Restaurants are increasingly treating zero-proof and non-alcoholic beverages as core menu drivers rather than niche add-ons, with operators recognizing these programs as high-margin growth opportunities that meet evolving guest expectations without the regulatory or operational burdens of alcohol service. (Modern Restaurant Management)​
• Industry leaders highlighted in BevNET’s “Zero-Proof Playbook” say dedicated alcohol-free venues like The Maze are helping redefine hospitality by designing social experiences, menus, and programming around non-alcoholic consumption rather than treating it as an add-on. (BevNET)​

Webinars + Events:

Designing Boxes For Your Cans: Best Practices and Current Trends to Save You Time and Money

Date: March 5, 2026 Time: 12:00 PM ET Where: Online (Zoom) Speaker Jacob Hedlund

In this webinar, Jacob Hedlund, expert in the packaging industry, will teach you everything you need to know for designing boxes for cans - from initial concept to sitting on the shelf. You'll learn how to increase fulfillment efficiency to save time and money, how to make your box stand out on the shelf to attract new customers, and everything related to board material, box style options based on your fulfillment process, how to strengthen the handle, art design focus, sustainable options and more.

ANBA Member Jobs:

Featured: NetSuite Support Specialist ​ (On-site, San Diego, CA)

Athletic Brewing is hiring a NetSuite Support Specialist to help power operations behind its award-winning non-alcoholic beers, owning system support, troubleshooting, user training, and ERP coordination while contributing to the growth of one of the fastest-moving innovators in the beverage industry.

• ​Free Spirits - Brand Ambassador (Remote, USA)
• ​Athletic Brewing Co. - Social Media Intern - College Ambassador (On-site, San Diego, CA)
• ​Athletic Brewing Co. - Warehouse Operator I - CT (On-site, Milford, CT)
• ​Lucky Saint - Senior National Account Manager (Hybrid, London, UK)
• ​Daily Pour - Events Intern (Remote, New York, NY)
• ​Athletic Brewing Co. - Maintenance Technician I, SD (On-site, San Diego, CA)
• ​Sylva - US Head Maker (On-site, Hudson Valley, NY)
• ​Three Spirit - Regional Sales Manager (Remote)
• ​Athletic Brewing Co. - Business Systems Manager (On-site, Milford, CT)
• ​​Athletic Brewing Co.​ - Territory Manager Midwest (On-site, St. Louis, MO)
• ​Sylva - Digital Marketing Manager (On-site, UK)
• ​Athletic Brewing Co.​ - Territory Manager (On-site, Austin, TX)
• ​BOLLE - Digital Marketing Manager (Remote, London, UK)
• ​Athletic Brewing Co. - Territory Manager - Ontario & Atlantic (On-site, Toronto, ON)

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.