ANA Insider

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

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The Maturing ANA Wine Market

The world's largest wine trade show recently gave adult non-alcoholic (ANA) beverages its own hall.

That's not a small thing.

Wine Paris 2026 by Vinexposium debuted Be No — a dedicated, standalone section for ANA wine — alongside the show's two other pillars: Wine Paris and Be Spirits.

There were over 250 ANA labels.
Exhibitors from dozens of countries.
Masterclasses. Talks.
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All under one roof with traditional wine producers.

This isn't a side table at a trade show anymore. It's a third pillar.

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When Trade Shows Reorganize Their Floors, A Shift is Taking Place

Trade shows don't restructure for trends. They restructure for markets that are moving.

• Wine Paris: Had a sold-out Be No hall with a waiting list for next year.
• ProWein — Another of the world's leading wine trade shows just announced its own dedicated ANA tasting bar.
• WSWA's Access LIVE: There as a main-stage panel on how ANA strengthens the three-tier system.

Three of the world's biggest industry events. Three independent decisions to build dedicated ANA infrastructure. The market has already moved. The industry is now reorganizing.

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What Still Needs to Be Built

However, recognition is ahead of infrastructure right now.

→ Most distributor education is still fragmented — supplier-led, brand by brand, with no shared standards
→ There is tremendous progress at retail, but marketing and merchandising are still being tested - plus distribution is a bottleneck
→ On-premise overall remains behind retail — inconsistent quality and no common language that is slowing adoption
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The category now has a place on the floor. Now it needs the frameworks, language, and education to grow from there.

And this is exactly the type of work we are doing at the Adult Non-Alcoholic Beverage Association (ANBA) - building what a maturing category requires to grow:

→ Building the shared language the category needs to scale
→ Developing the education and standards distributors, retailers, and on-premise operators can actually use
→ Creating the infrastructure that turns category momentum into category maturity

You will be seeing more of the above as 2026 unfolds.

Trade shows changes like this are signaling where the market is going. ANBA is building what it needs to get there.

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

Member Spotlight + News:

ISH is Building a Full ANA Portfolio to Keep Consumers Coming Back - and Help Retailers Win

When Morten Lee Sørensen set out to build ISH in 2018, he had a specific mission: make it easy, attractive, and accessible to be a mindful drinker. Not for one occasion. Not for one type of consumer. For all of them. That ambition led to something uncommon in the ANA space - a brand that offers spirits, RTD cocktails, wine, and beer - and it has produced a 40-50% return customer rate that Morten credits directly to having something for everyone.

But ISH didn't get there by launching everything at once. Morten started with spirits in 2018 - not because it was the easiest entry point, but because he believed it was the most important one to get right. "We started with spirits because that was the most difficult thing to do - to make a good non-alcoholic spirit." Once the foundation was solid, RTDs followed as a natural lower-commitment entry point. Wine came next. Beer, which had been on the roadmap for three years, waited until existing SKUs had velocity and the market had matured enough to support something genuinely new.

That sequencing wasn't just about internal readiness. It was about protecting what was already working. "If we are too fast in putting new SKUs out, we're going to suffocate the existing SKUs," Morten explained. The discipline to hold back - even when a new product feels ready - turns out to be one of the harder skills in building a portfolio brand.

The payoff shows up in two places. First, with consumers: ISH data shows that new ANA drinkers arrive with an explorative mindset, wanting to try across formats before committing. A brand with range can serve that curiosity and earn repeat business in ways a single-category brand can't. Second, with retail: having spirits, RTDs, wine, and beer in the portfolio gives ISH the ability to customize 3-4 SKUs to a specific account rather than pushing a full range - and to advise buyers on what will actually sell in their environment.

Learn more about how ISH put this all together.

• Sylva is now live in France through a new distribution partnership with La Maison du Whisky, marking a key step in its international expansion. (LinkedIn)​
• Athletic Brewing was featured on The Wall Street Journal podcast discussing how its non-alcoholic beers are being positioned for a post-alcohol generation as the brand continues to reshape the role of NA beer in modern drinking culture. (WSJ)​
• Edna’s Non-Alcoholic Cocktail Company expanded its retail footprint by launching its award-winning non-alcoholic cocktails in Whole Foods Market stores, marking a major milestone in the brand’s growth. (LinkedIn)​
• Tomorrow Cellars has been named a finalist in the 2026 Sans Bar Academy Awards for Best NA Wine, showcasing the brand’s innovative non-alcoholic spirits on a major industry stage. (LinkedIn)​
• Athletic Brewing Company has been shortlisted for the Steel Keg Association’s USA Keg Champion Award, recognizing its sustainability leadership through draft non-alcoholic beer distributed in reusable stainless-steel kegs. (LinkedIn)​
• The Zero Proof is partnering with the James Beard Foundation’s 2025–2026 Taste America® tour, bringing elevated non-alcoholic beverage experiences to one of the country’s premier culinary event series. (LinkedIn)​

Industry News:

• New data from NIQ reveals that 88% of Dry January participants successfully abstained through the end of the month, underscoring sustained commitment to mindful drinking. (BevNET)​
• Prowein launches low & no tasting bar (Drinks Retailing)​
• The non-alcoholic beer category in the U.S. continues its strong upward trajectory, driven by shifting consumer health habits, improved product quality, and expanding retail presence. (Beer & Brewer)​
• Ailing French industry turns to no-alcohol wine. (The Telegraph)​
• France is seeing rising demand for alcohol-free beer and wine as health-conscious consumers cut back, prompting major producers like Heineken to invest more heavily in the segment. (AP News)​
• Northwest wineries are increasingly diversifying into non-alcoholic wines to offset slowing traditional wine sales and capture younger, wellness-focused consumers. (The Bend Bulletin)​
• The Zero-Proof Opportunity: Building a Nonalcoholic Beverage Program That Drives Profits (And Community) (The Restaurant CPAs)​
• McKinsey highlights how disruptor CPG brands are winning by moving faster, embracing niche audiences, and building authentic connections — lessons legacy players must adopt to stay competitive. (McKinsey & Company)​
• As more Canadians embrace sober-curious lifestyles, non-alcoholic beverage options are expanding rapidly across bars, restaurants, and retail shelves. (CBC News)​
• Non-alcoholic wines took center stage at Wine Paris, signaling a major industry shift as producers respond to evolving global drinking habits. (Vinetur)​
• Breweries are positioning themselves as welcoming social spaces beyond just drinking, making them increasingly popular venues for low-pressure first dates. (American Craft Beer)​
• Belgian retailer Colruyt reports a continued surge in demand for non-alcoholic drinks as consumers prioritize moderation and healthier lifestyles. (ESM Magazine)​
• Alcohol consumption is declining due to affordability pressures, growing health awareness, and the rising use of GLP-1 weight-loss drugs that reduce appetite for alcohol. (FoodNavigator)​
• Consumers are expected to drink less alcohol in 2026 as health-minded habits, intentional moderation, and generational shifts — especially among Gen Z and Millennials — continue to reshape drinking patterns. (Tasting Table)​

Webinars + Events:

The Rise of Adult Non-Alcoholic Beverages in Canada

Date: March 18, 2026 Time: 11:00 AM ET Where: Online (Zoom) Speaker Othmane Belahsen

The adult non-alcoholic beverage category has quickly transformed from a niche trend into one of the most dynamic growth engines in the beverage industry. In this webinar, Othmane Belahsen, Client Manager at NielsenIQ, will unpack the data behind this acceleration and the evolving motivations of today’s mindful consumers in Canada. By the end of the session, participants will walk away with actionable insights to strengthen portfolio strategy, optimize shelf execution, and identify emerging opportunities.

ANBA Member Jobs:

Featured: Director of Finance​ (On-site, Atlanta, CA)

The Zero Proof is hiring a Director of Finance to lead FP&A, accounting oversight, and inventory control at a pivotal stage of growth, partnering cross-functionally to drive forecasting, cash flow planning, SKU-level margin visibility, and the financial infrastructure needed to scale a fast-growing, inventory-driven beverage business.

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

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.