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

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Why the ANA Category's Next Consumer May Not Be Looking for ANA

The adult non-alcoholic beverage category has done a remarkable job reaching the consumer who already knows they want it. The health-conscious shopper, the sober-curious drinker, the person navigating a life change - these consumers came looking for something, and the category met them.

But there's a consumer the category has a real opportunity to grow into. They're not reducing alcohol for any particular reason. They're not on a wellness journey. They just love a great cocktail - the ritual of it, the craft of it, the way it fits a specific moment - and most of what the ANA shelf is saying right now isn't speaking to them.

That gap is one of the more interesting growth questions in the category right now. Not because the wellness consumer isn't valuable - they clearly are - but because the category's long-term ceiling depends on whether it can reach people who weren't already looking for it.

When I spoke with Rebecca Styn, founder of Blind Tiger Spirit-Free Cocktails, what struck me was how deliberately she had built for that unconverted consumer. Her mixologist team developed every recipe around the taste of a classic craft cocktail - a Bee's Knees, a Southside, a French 75 - with no wellness story attached. The product also works as a mixer at a two-to-one ratio with spirits, which means it fits naturally into any household regardless of who drinks and who doesn't. Nobody has to opt in to anything. It's just a great drink that works for everyone at the table.

That occasion-first thinking is what the category needs more of if it wants to grow beyond its existing base. Read how Rebecca built Blind Tiger's flavor portfolio from scratch, why she designed it to work both ways, and what it means for how retailers and on-premise operators think about the ANA consumer they haven't reached yet - in the full article on anba.org/insights.

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

Member News:

• Athletic Brewing launched its largest-ever summer marketing campaign, featuring patriotic packaging, a new seasonal brew, and expanded brand activations aimed at strengthening its position in the fast-growing non-alcoholic beer category. (PR Newswire)​
• 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)​
• Blind Tiger and Mingle Mocktails were recognized among the top non-alcoholic drink brands in a roundup highlighting standout zero-proof options for consumers seeking flavorful alternatives to alcohol. (Everyday Health)​
• Mingle Mocktails founder Laura Taylor joined the More Life Podcast to discuss entrepreneurship, building a purpose-driven brand, and the continued growth of the non-alcoholic beverage movement. (LinkedIn)​
• Blind Tiger announced a series of in-store tastings at select Total Wine & More locations across California, Florida, Michigan, and Virginia, giving consumers the chance to sample its award-winning spirit-free cocktails throughout the summer. (LinkedIn)​
• DioniLife CEO Damian McKinney shared insights on the rapid evolution of the non-alcoholic category, highlighting changing consumer behaviors, premiumization, and the growing role of moderation in drinking culture. (Just Drinks)​
• Everleaf founder Paul Mathew shared an optimistic outlook on the non-alcoholic spirits category, emphasizing that consumer demand for premium alcohol-free options continues to strengthen and that the sector’s growth is built for the long term rather than a passing trend. (Just Drinks)​

ANA Industry News:

• Non-alcoholic beverage brands have a unique opportunity to align with women’s sports, as both sectors are experiencing rapid growth and share audiences focused on wellness, performance, and community. (Yahoo Sports)​
• Alcohol-free social events are helping reshape drinking culture by creating more inclusive spaces where consumers can connect without alcohol being the centerpiece. (Bay News 9)​
• Alcohol-free nightlife is becoming a travel draw in its own right, with several U.S. cities emerging as destinations for consumers seeking vibrant social experiences without alcohol. (The Charlotte Observer)​
• Zero-proof bars are redefining the drinking experience by offering sophisticated, hospitality-driven destinations that extend well beyond traditional mocktail menus. (The News & Observer)​
• As consumers increasingly seek beverages that support both wellness and enjoyment, functional non-alcoholic drinks enriched with nutrients and mood-supporting ingredients are gaining attention as an alternative to traditional alcoholic beverages. (AOL)​
• The sober-curious movement continues to influence bar programs, prompting venues to rethink menus, merchandising, and guest experiences around alcohol-free options. (Mountain Democrat)​
• A new study found that visibility remains a major challenge for non-alcoholic spirits, with many consumers struggling to find products in retail environments despite growing interest in the category. (The Spirits Business)​
• Generation Z continues to drink less alcohol than previous generations, contributing to long-term shifts in beverage consumption habits and fueling growth in non-alcoholic alternatives. (Axios)​
• As non-alcoholic beer continues to gain traction, breweries are increasingly positioning their products around specific drinking occasions, lifestyles, and consumer motivations rather than simply offering alcohol-free alternatives. (Brewers Association)​

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.

• ​How Digital Printing Helps Beverage Brands Stand Out - June 3, 2026 (Online - Zoom)

ANBA Member Jobs:

Featured: Regional Sales Manager - South Central ​(On-site, Austin, TX)

Athletic Brewing is looking for a Region Sales Manager to lead growth across the South Central U.S., overseeing distributor relationships, coaching Territory Managers, and driving strong in-market execution. This role is ideal for a results-driven sales leader who thrives in a fast-paced environment, enjoys building partnerships, and is passionate about expanding the reach of one of the most recognized brands in non-alcoholic beer.

• ​Mingle Mocktails - Director of Digital Growth
• ​​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.​ - Financial Analyst (On-site, Milford, CT)
• ​​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.