if you’ve been in the beverage scene for awhile, you know trends come and go. ipas, espresso martinis, green tea shots… the world is made of trends, and alcohol is no exception.

but what about non-alcoholic options?

the non-alcoholic beverage industry is booming in ways it never has before. before, we had shirley temples, o’dooles, and soda water with lime. now we have non-alcoholic bourbon aged in oak for years, hemp based spirits with insane bite and complexity, thousands of beer options, and so much more.

is it a trend? or is the non-alcoholic industry the future of beverages?

the sober curious movement post-covid

they’re everywhere- studies and articles about the devastating rise in alcoholism during the covid-19 pandemic. the pandemic made us stare mortality in the eyes, and many turned to alcohol to fill their time, relieve stress and escape the scary world for awhile.

that “awhile” became two years, and people are waking up to their own misuse of alcohol. they’ve gone searching for resources, self help groups, and options that can fill their evening glass of wine and replace their cocktails at a bar.

the statistics prove it: more than half of Americans are trying to reduce their alcohol consumption, including 66% of millennials and gen-z.

not just for alcoholics

the biggest misconception i see in the beverage world is NA spirits, wines and beers and geared toward people in recovery from alcoholism and other substance abuse. while these beverages can be an integral tool in recovery, the market is much wider than that. a few examples:

• those with wellness on the mind: let’s face it, alcohol isn’t a healthy drink in any way, shape or form. beyond the addiction aspect, mixed drinks can be high in sugar and calories.

• expecting mothers: pregnancy can be a challenging time for women, as it can be the first extended period of sobriety since they become an adult.

• those who can’t drink for medical or religious reasons: this is self explanatory, and more common than you think.

• many, many, MANY more examples. people who want to take the night off but still want a fun drink, those who can’t drink for their jobs, people who chose not to drink just out of principle… there’s a million reasons.

non-alcoholic beverage sales are on the rise

it seems like there is a new non-alcoholic option is released on the daily. i’m constantly finding a new spirit, wine or beer that i’m dying to try. these products aren’t just passion projects: they’re cashing in on the boom in NA product sales.

the numbers prove it: the sales of NA products went up 600% from 2020 to 2021. the NA market grew 23% in 2021. web searches grew 47% and the demand for non-alcoholic options on amazon grew 60%.

and we’re just at the beginning! most people don’t even know this market exists, let alone the expanse of products. we’re at the very start of the revolution.

the ability for everyone to make the choice

non-alcoholic options will never fully replace alcohol- there is a time and place in society for booze. what it is doing is providing people an easily accessible choice to drink or not.

being mindful of our relationship with alcohol is important to our mental and physical wellbeing. when we are presented with a menu that has NA options that are just as complex, interesting and craft as the alcoholic options, we no longer feel like we are missing out on the experience of having a fantastic beverage.

whether you are sober for 10 years, sober curious, or just abstaining for the night, the non-alcoholic industry is here to support you and you're wellbeing.