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

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The Consumer Who Still Drinks Alcohol is ANA's Biggest Opportunity

92% of adult who by adult non-alcohol products also purchase ones containing alcohol. That's who Ariel Vineyards built its rebrand for.

Not the dedicated abstainer - but the consumer who still drinks and wants more from the moments in between. The one zebra striping through a long summer evening, alternating between a glass of wine and something without alcohol. Or the one at the table who simply wants to feel included in the ritual of the moment - the toast, the special feeling in the glass - without alcohol. These aren't niche consumers. They're the majority.

When I spoke with Cynthia Lohr, Co-Owner and Chief Brand Officer of J. Lohr Vineyards & Wines, she made clear that this is exactly who Ariel's rebrand was built for. After deep consumer research, the team landed on vivid botanical illustrations, butterflies, and a bright blue ground - imagery that carries strong associations with health, well-being, and vitality. "We were just mesmerized by the bright blue, the feeling of this uplifted moment where you could enjoy something that feels like a luxury, that is without alcohol," she told me. The bottle is designed to signal a celebration, not a substitution.

At Kroger, Ariel has grown 306% since the rebrand. That's what happens when packaging speaks to the consumer who was always there - just waiting to be seen.

Cynthia's full story - what the research revealed, how forty years of category-building shaped this decision, and what a partnership with chef Russell Jackson means for reaching new consumers - is in the ANBA Member Spotlight on anba.org.

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

Member News:

• Free Spirits has unveiled a refreshed brand identity, updated formulas, and new packaging that shifts the focus from wellness messaging to cocktail culture, reinforcing its position as a premium alcohol-free spirits brand built around the social drinking experience. (BevNET)​
• Noughty is developing new standards for premium alcohol-free wine by combining sustainability, quality, and innovation to help redefine the category for consumers and trade alike. (The Buyer)​
• ISH Spirits has expanded its retail presence in France with a rollout to more than 200 Auchan stores, making its alcohol-free spirits more accessible to shoppers nationwide. (LinkedIn)​
• Athletic Brewing Co. has been nominated by USA TODAY as one of the best non-alcoholic beers for football fans, highlighting its growing popularity among sports enthusiasts. (USA TODAY)
• Glimmer Wine's Chief Sales Officer & Wine Scientist Janet Helou appeared on the Munching on Molecules podcast, where she discussed the science, innovation, and future of premium dealcoholized wine. (Apple Podcasts)
• Free AF showcased its alcohol-free cocktails at the UK's Barcode Festival, introducing thousands of attendees to its Apero Spritz, Margarita, and Spiced Rum & Ginger with Afterglow™. (LinkedIn)
• Athletic Brewing Co. has been named Brewery of the Year at the 2026 International Non-Alcoholic Competition, recognizing its leadership in the alcohol-free beer category. (LinkedIn)
• Athletic Brewing Co. and Free AF were highlighted as leading brands driving visibility and consumer awareness in the rapidly growing non-alcoholic drinks category. (5WPR)​

ANA Industry News:

• Singapore's MICHELIN-starred restaurants are elevating the dining experience with sophisticated non-alcoholic pairings that rival traditional wine pairings. (MICHELIN Guide)
• A new YouGov survey found that 36% of Americans are drinking less alcohol in 2026, with health, wellness, and lifestyle changes continuing to fuel demand for non-alcoholic alternatives. (YouGov)​
• New IWSR research challenges the idea that Gen Z drinks significantly less than other adults, instead showing Baby Boomers are now the generation drinking the least. (The Drinks Business)
• Beverage companies are accelerating innovation in alcohol-free beer, wine, spirits, and functional drinks as consumer demand continues to reshape the beverage market. (BeverageDaily)
• A new roundup highlights ten of the best non-alcoholic drink alternatives available in 2026, reflecting the growing variety and quality of alcohol-free options. (Impakter)
• UK industry leaders are urging the government to align its definition of alcohol-free beer with the international 0.5% ABV standard to support continued category growth. (The Independent)
• The UK's fast-growing non-alcoholic beer market could see further expansion as industry leaders push to align the country's "alcohol-free" definition with the international 0.5% ABV standard, arguing it would encourage innovation, investment, and greater consumer choice. (The Guardian)​

Webinars + Events:

Beyond the Billion: How Adult NA Is Rewriting the Beverage Occasion

Date: August 5, 2026 Time: 12:00 PM ET Where: Online (Zoom) Host Kaleigh Theriault​

Join Kaleigh Theriault, Beverage Alcohol Thought Leadership expert at NielsenIQ (NIQ), as she explores how evolving consumer behaviors are reshaping the adult non-alcoholic beverage market. Learn how moderation, premiumization, and changing purchase occasions are driving growth across alcohol-free beer, wine, spirits, RTDs, and emerging alternatives, along with the retail, eCommerce, and on-premise opportunities shaping the category's next phase.

ANBA Member Jobs:

Featured: National Account Director ​(Remote, USA)

Mingle Beverage Company is looking for a Director of National Account Sales to lead its most strategic retail partnerships across the U.S., driving revenue growth, distribution expansion, and in-store execution as the adult non-alcoholic beverage category continues to evolve. This high-impact remote role will work closely with major national retailers and cross-functional teams to strengthen Mingle's market presence and shape the brand's future growth.

• ​​Athletic Brewing Co.​ - Regional Sales Manager - Intermountain (On-site, Denver, CO)
• ​Kit Non-Alc - Advo-KIT / Brand Ambassador (On-site, Portland, ME)
• ​Athletic Brewing Co.​ - Content Creator Intern On-site San Diego, CA
• ​Athletic Brewing Co.​ - Compliance Manager (On-site, Milford, CT)
• ​Athletic Brewing Co.​ - Associate Counsel (On-site, Milford, CT)
• ​​Athletic Brewing Co.​ - Financial Analyst (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.