ANA Insider

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

🍺🍷 🥃 🍾 🍸🍹

Why One of the ANA Category's Next Growth Story Starts With How a Drink Makes You Feel

Most ANA products enter the market with a built-in understanding of what a key consumer is looking for: no alcohol, no next-day regret, no compromise. That framing has done real work for the category - it speaks directly to a consumer who is already motivated to make a change. But there is an emerging ANA consumer looking for something else.

The consumer emerging is one who wants a drink that actually does something. Not just tastes good - but makes them feel a specific way. Lifted at the start of a night. More open and connected in the middle of it. Unwound at the end. That consumer isn't motivated by what the drink removes. They're drawn to what it delivers.

What I find interesting about what is emerging within the ANA category is that a small number of brands have been quietly building for that consumer all along - not by removing alcohol, but by delivering something specific: a feeling. Lift. Connection. Ease. The product isn't defined by what's absent. It's designed around what it gives you.

That's a harder product to build. It requires a different kind of R&D - one that starts with human need states and works backward to ingredients, not forward from a spirit category. And it requires a different kind of trade education, because there's no familiar shorthand to borrow. You can't tell a bartender it's like a gin. You have to help them understand what lion's mane does, why valerian root belongs in an evening pour, and what a consumer means when they say they want to feel more connected.

​Meeta Gournay, Co-Founder of Three Spirit, has been navigating that challenge since 2017. Read how she built a functional-first product line from scratch, what the trade education work actually looks like on the ground, and what it means for how retailers and on-premise operators should be thinking about the ANA set today.

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

Member News:

• Free Spirits has become the top-selling adult non-alcoholic spirits brand across Hy-Vee stores, marking a major milestone in the brand's retail growth. (LinkedIn)​
• Athletic Brewing's Bill Shufelt and Mingle Mocktails' Laura Taylor will be speaking at BevNET Live in New York City on June 10-11th, joining beverage industry leaders to share insights and strategies shaping the future of the ready-to-drink category. (BevNET Live)​
• Free Spirits has expanded into hundreds of Meijer locations across Ohio, Indiana, Michigan, and Wisconsin, bringing its non-alcoholic spirits and RTD cocktails to more consumers throughout the Midwest. (LinkedIn)​
• KUL MOCKS is bringing its Signature and Seasonal mocktails to the KeHE Holiday Show in Chicago on June 10-11th, showcasing its alcohol-free offerings to retailers and distributors. (LinkedIn)​
• Free Spirits expanded distribution of its organic no- and low-alcohol cocktails into 18 new states through a partnership with The Fresh Market. (LinkedIn)​
• Three Spirit has expanded into hundreds of Meijer locations across the Midwest, bringing its non-alcoholic spirits and RTD cocktails to more consumers in the region. (LinkedIn)​
• Free Spirits continues to grow its retail footprint with expanded distribution and additional SKUs now available at Wegmans stores. (LinkedIn)​
• NOUGHTY served as the official non-alcoholic wine partner of The Eco Edit during San Francisco Climate Week, pairing premium alcohol-free wines with a sustainability-focused fashion showcase. (LinkedIn)​
• Jukes Cordialities celebrated national TV exposure as Believe by Jukes was featured on Love Your Weekend with Alan Titchmarsh. (LinkedIn)​
• Three Spirit became the first functional non-alcoholic spirit brand to launch into UK grocery retail, securing listings for Livener and Nightcap in 262 Waitrose stores. (LinkedIn)​
• Athletic Brewing CEO Bill Shufelt predicts alcohol-free beer could eventually account for half of all beer category sales as consumer demand for non-alcoholic options continues to accelerate. (Wall Street Journal)​
• Athletic Brewing is significantly increasing its marketing investment this summer as it looks to strengthen brand awareness and capture a larger share of the growing non-alcoholic beer market. (Inc.)​
• Guinness 0.0 impressed reviewers in a head-to-head taste test, highlighting how far non-alcoholic beer quality has advanced in recent years. (The Guardian)​
• Savyll Beverage Company is now available through Foodbuy Online, expanding access to its ready-to-serve non-alcoholic cocktails across foodservice, hospitality, education, and workplace sectors. (LinkedIn)​

ANA Industry News:

• The 2026 FIFA World Cup is expected to create new opportunities for alcohol-free beer brands to showcase innovation and reach a global audience. (BeverageDaily)​
• A new sober bar in Grand Rapids is tapping into growing demand for alcohol-free social spaces with a menu centered on non-alcoholic cocktails. (MLive)​
• Paris is embracing sophisticated zero-proof cocktail culture, with leading bars creating alcohol-free drinks that rival traditional cocktails in creativity and experience. (CNTraveler)​
• Health-conscious consumers, shifting social habits, and growing interest in moderation are contributing to Americans drinking less alcohol than previous generations. (Tasting Table)​
• Houston's bar scene is expanding its mocktail offerings as demand grows for premium zero-proof beverages and more inclusive drinking experiences. (Yahoo Lifestyle)​
• Bartenders across the Dallas-Fort Worth area report increased interest in "zebra striping," with more consumers alternating between alcoholic and non-alcoholic drinks during social occasions. (Dallas Express)​
• NoLo wine innovator SOLOS is expanding its reach as consumer demand for premium alcohol-free wine continues to grow. (Yahoo Finance)​
• Zero-proof bars are reshaping nightlife in major cities by creating social experiences that don't rely on alcohol consumption. (MSN)​
• As non-alcoholic wine gains popularity, consumers are increasingly exploring its potential wellness benefits alongside its role as a sophisticated alcohol alternative. (Delish)​

Webinars + Events:

Non-Alc Industry Happy Hour

Date: June 9, 2026 Time: 5:00 PM ET Where: Mockingbird, Brooklyn, NY Host Bright Nights Social & Bar Nun

Join Bright Nights Social and Bar Nun for an exclusive Bar Convent Brooklyn after party and happy hour at Mockingbird, Park Slope’s only fully zero-proof bar. Connect with fellow beverage and hospitality professionals while enjoying non-alcoholic drink specials, light bites, and music from DJ Evan Clark, co-owner of Mockingbird, with support from Clean Co, Ghia, and Momentum Brewery. Limited capacity - RSVP required.

ANBA Member Jobs:

Featured: Financial Analyst ​(On-site, Milford, CT)

Athletic Brewing is seeking a Financial Analyst to help drive forecasting, performance reporting, and strategic decision-making across the business, partnering closely with teams like Sales and Marketing while leveraging data to support growth at one of the fastest-growing brands in the non-alcoholic beverage industry.

• ​Mingle Mocktails - Director of Digital Growth
• ​​Athletic Brewing Co.​ - Regional Sales Manager - South Central (On-site, Austin, TX)
• ​​Athletic Brewing Co.​ - Florida Territory Manager (On-site, Tampa, FL)
• ​​Athletic Brewing Co.​ - Washington Territory Manager (On-site, Seattle, WA)
• ​PARCH - Social Media & Graphics Manager (Remote)
• ​​Athletic Brewing Co.​ - Benefits Manager (On-site, San Diego, CA)
• ​Mingle Mocktails - Mingle Ambassador (Remote)

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.