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

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The Value of NYC's Best Bars for NA Awards

NYC just got its first awards program celebrating the best bars for adult non-alcoholic (ANA) drinks.

Not "best mocktails."
Not "best alcohol-free alternatives."

Best bars. Period.

​Bright Nights Social and Boisson teamed up to launch the first ever NYC's Best Bars for NA.
​
And in doing this, they weren't just handing out participation trophies.

They created something important for the ANA category.
→ Clear criteria for what makes an excellent bar program

The criteria were specific:
→ Visibility: Are NA options easy to find?
→ Variety: Multiple distinct flavor profiles?
→ Creativity: Beyond classic mocktails?
→ Quality: Flavor, texture, balance?

The deciding question:
→ Would you recommend this bar to people who drink alcoholic drinks as a great place to try non-alcoholic drinks?

Seven bars won.
Eight made the shortlist.

​Golden Ratio offers a non-alcoholic version of every cocktail on their menu.
Not "we can leave out the booze."
Thoughtfully designed flavor matches using upcycled ingredients.

​Sunken Harbor Club created five "On Dry Land" drinks for their tiki concept.
Complex, not just fruity.
They set drinks on fire.

​Bar Contra uses seasonal produce, house ferments, clarified juices.
And green beans!

These aren't hypothetical best practices.

They are actual programs in actual bars
→ Making money
→ Winning recognition

When awards create public benchmarks, something shifts.

Consumers learn where to find quality ANA drinks.
Bartenders see what excellence looks like.
Operators realize this isn't optional anymore.

It's the same pattern we saw with craft cocktails 15 years ago.

Recognition creates standards.
Standards attract talent.
Talent raises the category.

One city's awards program might seem small.

But it establishes evaluation criteria that work.
→ Criteria that can scale
→ That other cities can adapt
→ That buyers, distributors, and operators can reference

Great products are the catalyst for growth in the ANA category.
​
But the category also needs:
→ Great placement
→ Great presentation
→ Great bartending

And great recognition for the people doing this work.

The NYC's Best Bars for NA 2025 shows what that looks like.

What do you think about the awards?

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

Industry Insights:

Upcoming Webinar: The Billion-Dollar Adult Non-Alcoholic Beverage Breakthrough

The adult non-alcoholic beverage category crossed $1 billion in off-premise sales in 2025, but the story behind that milestone reveals where the real opportunity lies for 2026.

In 2025, non-alcoholic spirits surged 71% despite representing just 6% of the category. The top 10 beer brands that controlled 86% of the segment three years ago now hold just 73% as 230+ new products entered the market in the past year alone. Online sales jumped 208%, and retailers like Wegmans dedicated 8+ feet of shelf space plus endcaps to ANA products - treating them as mainstream choices, not alternatives.

Perhaps most telling: 92% of ANA buyers also purchase alcohol-containing products. Gen Z buyers (21+) are growing at triple-digit rates while Boomers and Gen X continue driving the majority of dollars. Same-day consumption rates hit 74-79% across all three segments, signaling occasion-based repertoire expansion rather than permanent substitution.

So what does 2026 hold? Will the 71% spirits growth rate sustain as the segment scales? How will brand fragmentation reshape distribution strategies? Which generation will drive the next wave of growth? And as Dry January becomes a cultural fixture with year-round residual benefits, what does "moderation" actually mean for category forecasting?

Join NielsenIQ's Kaleigh Theriault, Director of Beverage Alcohol Thought Leadership, as she unpacks 2025's breakthrough performance and reveals what the data signals for 2026 strategy across production, retail, and distribution.

• NABLAB 2026 is bringing brewers, researchers, and innovators together in February for a focused research meeting dedicated to advancing non-alcoholic beer quality, process innovation, and collaboration across the category. (Center for Beverage Innovation)​
• The Brewers Association reports that while overall beer remains soft, non-alcoholic beer continues to stand out as a rare bright spot - driven by sustained growth, widening consumer adoption, and increased craft attention to quality. (Brewers Association)​
• Dry January is helping fuel a noticeable surge in demand for low- and no-alcohol options in London pubs, reflecting how moderation trends are reshaping what people expect to see on menus. (BBC News)​
• Non-alcoholic wine’s boom is being powered not only by Dry January but by a broader shift toward moderation, better production methods, and consumers seeking premium experiences without alcohol. (Forbes)​
• Restaurants and bars are increasingly treating zero-proof cocktails as serious menu items - built on classic cocktail structure, elevated ingredients, and the same “craft” guests expect from full-proof drinks. (InsideHook)​
• The MICHELIN Guide spotlights how top restaurants are embracing non-alcoholic pairings as true tasting-menu companions - crafted with the same creativity and intention as wine pairings. (MICHELIN Guide)​

Member News:

How Gruvi's Data-Driven Rebranding Solved Shelf Visibility and Product Discovery

Many adult non-alcoholic brands treat rebrands as aesthetic exercises - a prettier label here, a refreshed color palette there. Anika Sawni, Co-Founder of Gruvi, took a different approach. After six years in the category, she started with data, not design trends. Consumer feedback revealed shoppers couldn't find Gruvi on shelf because the logo wasn't legible. Sales patterns showed customers who loved Gruvi's beer had no idea the brand offered wine and sangria.

Learn how Gruvi built their evidence base through QR code feedback, why logo legibility became the first priority, how they refined positioning through six years of learning, what role awards and flavor cues played in taste communication, and how the rebrand unlocked venue distribution where on-premise sales grew from 5% to 33% of volume.

• Society De La Rassi raised a glass of non-alcoholic bubbles at Prix Fixe, celebrating an evening of community, great food, and the stunning newly opened Moss New York space. (LinkedIn)​
• NOUGHTY got a spotlight mention in Wine Spectator’s, reinforcing the brand’s growing presence in premium non-alcoholic wine conversations. (LinkedIn)​
• Free Spirits earned a spot on CNET’s Best Non-Alcoholic Drinks of 2026 list, highlighting the brand as one to watch in the category’s continued rise. (LinkedIn)​
• Sylva was featured on ITV’s This Morning in a taste test segment on the best no-and-low options, bringing major mainstream attention to the brand. (LinkedIn)​
• Boisson is leaning into ecommerce and wholesale as its next growth chapter after closing its physical stores due to capital constraints - betting long-term on the alcohol-free category’s staying power. (BeverageDaily)​
• Samuel Adams is expanding its NA lineup with a new Non-Alcoholic Hazy IPA, promising juicy, refreshing flavor while staying under 0.5% ABV. (MyBeerBuz)​
• Athletic Brewing Co. was named LOVB’s official non-alcoholic beer partner for the 2026 season, extending its footprint in pro volleyball across all six league markets. (Sports Business Journal)​
• Hand on Heart is promoting a Dry January push around its premium alcohol-removed wines made from California grapes—positioned around taste, ritual, and feel-good balance. (Wine Business)​

Webinars + Events:

Dry January Check In: Breaking Records or Embracing Moderation?

Date: January 29, 2026 Time: 2:00 PM ET Where: Online (Zoom) Speaker Kaleigh Theriault

Join NielsonIQ and ANBA as we explore mid-month adult non-alcoholic beverage trends for Dry January. Will this year set new records, or will broader trends of moderation temper participation? We will analyze sales performance of the booming adult non-alcohol beer, wine, and spirits categories, uncovering how consumer behaviors and preferences are shaping the future of consumption. With adult non-alcohol brands thriving amid the sober-curious movement, understanding these drivers is essential for sustaining momentum and achieving year-long success.

ANBA Member Jobs:

Featured: Digital Marketing Manager (Remote, London, UK)

BOLLE is hiring a hands-on Digital Marketing Manager to own and scale its digital growth engine across paid acquisition, Amazon, email, SEO, web, and organic social. This role is ideal for a smart, high-energy builder who thrives on experimentation, craftsmanship-led storytelling, and growth without relying on discount-driven tactics.

• ​Daily Pour - Events Intern (Remote, New York, NY)
• ​​Athletic Brewing Co.​ - Territory Manager Midwest (On-site, St. Louis, MO)
• ​Athletic Brewing Co. - NetSuite Support Specialist (On-site, San Diego, CA)
• ​Sylva - US Head Maker (On-site, Hudson Valley, NY)
• ​Athletic Brewing Co. - HR Business Partner, Operations (On-site, San Diego, CA)
• ​​Athletic Brewing Co.​ - Territory Manager (On-site, Austin, TX)
• ​Three Spirit - Regional Sales Manager (Remote)
• ​Sylva - Digital Marketing Manager (On-site, UK)
• ​Athletic Brewing Co. - Territory Manager - Ontario & Atlantic (On-site, Toronto, ON)
• ​Athletic Brewing Co. - Territory Manager - Ohio, Indiana, Kentucky (On-site, Ohio)

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.