ANA Insider

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

🍺🍷 🥃 🍾 🍸🍹

The State of Non-Alc

Staff Economist Matt Gacioch at the Brewers Association recently provided a great State of Non-Alc analysis. In it, he shared:

"Even outside of January, the majority of American adults in 2025 reported intent to cut back on alcohol consumption in the coming year (see chart below). Additionally, the 2025 BA Consumer SurveyOpens in new window (conducted by Harris Poll) found that 14% of regular craft beer drinkers are consuming less craft because they’re drinking more NA. Within the industry, there’s also expectation that NA will be around for the long haul as 40% of BA newsletter survey respondents felt craft NA has staying power (compared to 31% who says it doesn’t)."

"All this to say, consumers are looking to non-alcoholic options, whether full-time, for parts of the year, or for certain occasions and it would be short-sighted for craft producers to ignore that demand. And while not every small brewery will be able to produce their own, every brewer can decide whether to accommodate new customers and new occasions by serving NA products out of their taprooms or brewpubs."

A few highlights from his analysis:

1. 484 NA brands available today → up 180% from 173 brands in 2021
2. Craft NA volume grew 21% nationally → some regions hit 28% YoY growth
3. Brand growth outpacing sales growth → market getting competitive, quality matters
4. Mountain and East South Central divisions leading at 28% growth
5. Pacific Division holds highest craft NA volume share at 24%
6. Majority of American adults reported intent to cut back on alcohol in 2025

Matt continues to share:

“Most NA beer drinkers are also alcoholic beer drinkers. The messaging around these products can be directed towards the sober crowd, but it’d be leaving plenty of consumers behind to ignore the group that seeks out sober occasions rather than full-time sobriety.”

The key insight.

Customers aren’t disappearing.
They’re expanding their drinking occasions.
Monday meetings. Lunchtime. Weeknight dinners. Post-workout.

The BA’s 2025 Consumer Survey also found that 40% of industry insiders believe craft NA has staying power. With 92% of current volume coming from brands launched before 2024, the data backs that up.

Thanks to the Brewers Association for providing these insight!

You can read the full report here, and feel free to let me know what you think on Linkedin!
​

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

Industry Insights:

How ABV Technology is Building De-Alcoholization Infrastructure That Enables Craft Producers to Enter the ANA Market

For years, craft breweries faced an impossible barrier when it came to making non-alcoholic beer.

De-alcoholization equipment cost millions and required industrial-scale facilities. The few companies offering de-alcoholization services were often hundreds of miles away. Even if a small brewer could access the technology, most systems stripped out the flavors and aromas that made their flagship beers special. Ben Jordan, Founder of ABV Technology, saw an opportunity to change that. Starting in 2017, Jordan set out to solve both problems at once - building de-alcoholization technology that preserved what made craft beverages special, and deploying it in a way that craft producers could actually access.

Learn how ABV Technology's two-stage evaporative system preserves beverage integrity at room temperature, why the compact equipment design fits in craft brewery spaces, how the hub-and-spoke service model transformed Minneapolis into the ANA beer capital of America, and what this infrastructure approach means for enabling craft producer success across the category.

• Nonalcoholic beer is the gateway drink for moderation (New Hope Network) - Interview with ANBA CEO, Marcos Salazar
• Gen Z is reshaping the low- and no-alcohol market by prioritizing wellness, social inclusion, and flavor-forward alternatives over traditional drinking culture. (The Spirits Business)​
• Restaurants are using Dry January as an opportunity to elevate their zero-proof offerings with more creative mocktails, premium ingredients, and dedicated non-alcoholic menus. (Restaurant Business Online)​
• Wine Paris unveiled its 2026 events program with a strong spotlight on Be No, a dedicated space focused on the fast-growing non-alcoholic wine and beverage sector. (The Spirits Business)​
• Mocktails have a much longer history than many realize, tracing back centuries as cultural shifts repeatedly sparked interest in alcohol-free drinking. (Sharp Magazine)​
• New research suggests nearly one in three Gen Z adults now identify as teetotal, signaling a major generational shift in attitudes toward alcohol consumption. (The Telegraph)​
• BeverageDaily highlighted top alcohol-free beer, wine, and spirits brands leading category growth as quality and consumer demand continue to rise. (BeverageDaily)​
• The UK is seeing a growing “booze-free” movement, with nearly a quarter of adults now choosing not to drink alcohol - driven largely by younger men. (Daily Mail)​
• The “Zebra Striping” trend of alternating alcoholic and non-alcoholic drinks is gaining traction as consumers seek moderation without sacrificing social experiences. (Asia Food Journal)​
• Alcohol-free and sober bars are emerging as a major hospitality trend, offering thoughtfully designed spaces centered around community, wellness, and elevated zero-proof drinks. (Hospitality Design)​
• New data shows a significant cultural shift in Britain as a growing share of young adults and overall population are drinking less or abstaining altogether, redefining what social life and youth culture look like in a once alcohol-centric society. (The Guardian)​
• Target is expanding its non-alcoholic drink offerings by partnering with online retailer The Zero Proof to launch a curated assortment of NA wines and mocktails in stores nationwide, signaling major retail commitment beyond seasonal trends. (BevNET/LinkedIn)​
• Athletech News spoke with Athletic Brewing’s CEO Bill Shufelt about how the brand is reimagining NA beer to meet rising demand for flavorful zero-proof alternatives that appeal to both health-aware and traditional beer drinkers. (Athletech News)​
• Wine Spectator’s 2026 best dealcoholized wines list highlights how non-alcoholic and dealcoholized wines are gaining serious recognition for quality and value in blind tastings, helping legitimize the category among traditional wine audiences. (Wine Spectator)​
• The IFT’s Ingredients Illustrated column emphasizes how food scientists are innovating zero-proof spirits using botanical and fermentation techniques to enhance complexity and mimic traditional spirit profiles. (IFT/ Food Technology Magazine)​
• In the UK, alcohol-free beverages are breaking free from the Dry January spike to become a year-round category as retailers and brands report sustained demand outside the traditional moderation month. (Drinks Intel)​
• New BBC reporting shows a growing number of adults are choosing not to drink or are moderating their alcohol consumption for health and lifestyle reasons, reflecting broader cultural shifts reshaping beverage habits. (BBC News)​

Member News:

How Mingle Mocktails is Expanding Into Functional Beverages to Capture Evolving Consumer Preferences

The adult non-alcoholic beverage category keeps evolving - and Laura Taylor, Founder and Chief Mingle Officer of Mingle Mocktails, decided her brand needed to evolve with it. After observing functional beverage growth for two years and learning about shifting consumer preferences, she launched Mingle Mood this month. The functional line addresses what she noticed consumers increasingly want: beverages that offer subtle mood benefits without alcohol or its downsides.

Learn how Taylor's two-year observation period revealed genuine consumer needs beyond simple alcohol replacement, why she designed Mingle Mood with just three functional ingredients for accessibility rather than complexity, how her personal experience as both founder and consumer validates the product's value, and what this strategic expansion means for established ANA brands navigating category evolution.

• Athletic Brewing Company partnered with While on Earth to host a pop-up experience ahead of the Big Game at Sport Beach Clubhouse, blending non-alcoholic beer, wellness, and community. (Fitt Insider)​
• Three Spirit is now available at The Fresh Market across the U.S., expanding access to its functional non-alcoholic spirits for shoppers nationwide. (LinkedIn)​
• Boston Beer’s Sun Cruiser hard iced tea and vodka line has quickly become a top-selling RTD brand, with tripled distribution and strong momentum as the company positions it for continued double-digit growth in 2026. (Food Dive)​
• Rationale Brewing was recognized by The Guardian as a standout player in the evolving non-alcoholic beer landscape. (LinkedIn)​
• Free Spirits, Sovi, and Athletic Brewing were featured in USA Today’s Dry January roundup as top non-alcoholic drink options to try this season. (USA Today 10Best)​
• Three Spirit co-founders Tatiana Mercer and Dash Lilley sat down with Ruth Fittock of TomorrowBrands to share their vision and the future of functional non-alcoholic spirits. (LinkedIn)​
• Noughty expanded its Canadian retail footprint with Upside Drinks now stocking the brand’s non-alcoholic wines. (Noughty AF Blog)​

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: Brand Ambassador (Remote, USA)

The Free Spirits Company is looking for a Brand Ambassador to bring its better-for-you cocktails to life by educating consumers and creating engaging experiences that inspire people to drink better without alcohol. This role is perfect for someone who loves connecting with communities, representing innovative beverage brands, and blending education with entertainment, helping introduce new audiences to spirit-free cocktails.

• ​​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. - HR Business Partner, Operations (On-site, San Diego, CA)
• ​Sylva - US Head Maker (On-site, Hudson Valley, NY)
• ​Three Spirit - Regional Sales Manager (Remote)
• ​Athletic Brewing Co.​ - Territory Manager (On-site, Austin, TX)
• ​Athletic Brewing Co. - Territory Manager - Ontario & Atlantic (On-site, Toronto, ON)
• ​Athletic Brewing Co. - Territory Manager - Ohio, Indiana, Kentucky (On-site, Ohio)
• ​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.