ANA Insider

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

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Why Better Technology Is Not Enough for Making Great Non-Alcoholic Wine

Better technology has transformed non-alcoholic wine. But technology alone was never going to solve the real problem.

That's something I've come to understand more clearly the longer I've worked in the ANA category. The conversation around non-alcoholic wine quality tends to focus on the dealcoholization process itself — the equipment, the methods, the science of removing alcohol while preserving flavor. And that conversation matters. The technology has improved dramatically over the last decade, and it shows in the glass.

But the brands producing genuinely great non-alcoholic wine today figured out something that better equipment couldn't teach them: the quality question has to be answered before a single grape is picked. Use low-quality wine as your base, and the dealcoholization process doesn't hide the flaws. It exposes them. That was the category's dirty secret for years — producers dumping wine they couldn't sell into the process and ending up with something worse than what they started with. The consumer stigma that created is still something the category is actively working to overcome.

What's changed isn't just the technology. It's the philosophy. The best producers are now choosing varietals deliberately, managing harvest timing with the finished non-alcoholic wine in mind, and treating grape quality as the foundation everything else is built on. That requires a different mindset, a longer planning horizon, and a willingness to invest more upfront. Jerome Eckert-Nathan, President & CEO of BevZero, has watched this shift happen in real time — and spent over 30 years building the infrastructure that makes it possible.

I sat down with Jerome to understand how BevZero has helped move the category from afterthought to craft. Read how the quality-first philosophy developed, what the dealcoholization process actually does to a wine's structure, and why the brands now making decisions at the vineyard level are the ones best positioned to lead as non-alcoholic wine continues to grow.

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

Member News:

• Diageo's Ritual Zero Proof is expanding into the ready-to-drink category with a new line of canned non-alcoholic cocktails, including Margarita, G&T, and Spritz, as they continue to grow their presence in the alcohol-free beverage space. (Just Drinks)​
• Three Spirit recently hosted a Botanical Alchemy Masterclass in Denver, where co-founder Dash Lilley and Mycolove CEO Shane Schoolman explored mushroom extraction, plant science, and the growing functional non-alcoholic movement through educational tastings and discussions. (LinkedIn)​
• Athletic Brewing Company has brought back its chef-inspired Aftershift brew for Mental Health Awareness Month, with a portion of profits supporting mental health services for food and beverage workers through the Southern Smoke Foundation. (PR Newswire)​
• Athletic Brewing Company has partnered with the Premier Lacrosse League to launch Crease Crusher, a limited-edition non-alcoholic hoppy pale ale created for fans and players to enjoy throughout the 2026 PLL season. (PR Newswire)​
• St. Buena Vida, Noughty, and Society de la Rassi were highlighted among Yahoo’s standout non-alcoholic beverage picks, reflecting continued consumer demand for premium alcohol-free wine alternatives. (Yahoo Shopping)​

ANA Industry News:

• Total Wine & More is expanding shelf space for non-alcoholic analogs alongside RTDs and THC beverages, signaling growing retailer confidence in the continued demand for alternative adult beverage options. (BevNET)​
• More professionals are embracing non-alcoholic beer in workplace settings as attitudes around drinking culture shift and moderation becomes more socially accepted. (Esquire)​
• As non-alcoholic beer and mocktails become more mainstream, parents and hospitality operators are increasingly debating whether these beverages should be served to minors. (Tasting Table)
• Keurig Dr Pepper’s 2026 beverage trends report found that Gen Z consumers increasingly view drink choices as a form of self-expression, driving demand for functional, flavorful, and alcohol-free options. (Keurig Dr Pepper)​
• Non-alcoholic bars and beverage options are gaining traction in the Seattle area as younger consumers continue to cut back on alcohol consumption and seek more inclusive social spaces. (KNKX)
• A new opinion piece argues that alcohol-free beer could help airlines reduce disruptive passenger behavior while still offering travelers a beer-like experience onboard. (Independent.ie)
• Healthy mocktails featuring fresh fruit, herbs, and functional ingredients are emerging as one of this summer’s biggest beverage trends among wellness-focused consumers. (India Today)
• Non-alcoholic wine continues to gain momentum globally as more consumers reduce alcohol intake while still seeking premium wine experiences. (Vinetur)
• Charlotte is set to welcome Heartbutter, a new non-alcoholic bar designed to provide alcohol-free social experiences and community-focused nightlife. (Axios Charlotte)
• Prague’s first fully non-alcoholic bar has opened, reflecting the growing popularity of sober-curious culture across Europe. (Prague Morning)
• Princess Cruises has added Austrian alcohol-free wines to its onboard beverage program as cruise lines expand premium no- and low-alcohol offerings for travelers. (Vinetur)
• The IWSC’s 2026 no-, low-, and mid-strength judging highlighted the rapid innovation and rising quality standards across the alternative drinks category. (IWSC)
• Consumers are increasingly willing to pay premium prices for functional beverages that deliver wellness benefits, convenience, and enhanced ingredients beyond basic refreshment. (Drinks Retailing News)​

Webinars + Events:

How Digital Printing Helps Beverage Brands Stand Out

Date: June 3, 2026 Time: 12:00 PM ET Where: Online (Zoom) Speaker Michael Bedrosian

Learn how digital variable printing is transforming beverage packaging, from faster product launches and lower upfront costs to flexible multi-SKU production and high-impact designs. The session will be led by Michael Bedrosian, COO and Director of Sales at Fast Track Packaging, whose 40+ years of experience in aluminum beverage packaging and print technology have helped shape some of the industry’s most innovative and scalable packaging solutions.

ANBA Member Jobs:

Featured: Los Angeles Market Sales Manager ​(On-site, Los Angeles, CA)

RationAle Brewing is looking for an LA Market Manager to help drive the brand’s rapid growth in the non-alcoholic craft beer space, leading distributor relationships, securing key retail and on-premise placements, and building strong market presence through hands-on execution, community engagement, and performance-driven sales strategies across Los Angeles.

• ​The Zero Proof - Field Sales Representative (Hybrid, New York, NY)
• ​DioniLife - Territory Manager (On-site, Houston, TX)
• ​Mingle Mocktails - Mingle Ambassador (Remote)
• ​PARCH - Social Media & Graphics Manager (Remote)
• ​Athletic Brewing Co.​ - Washington Territory Manager (On-site, Seattle, WA)
• ​Athletic Brewing Co. - Marketing & Food Labeling Compliance Specialist (On-site, San Diego, CA)
• ​Athletic Brewing Co. - Marketing & Food Labeling Compliance Specialist (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.