READY FOR TAKEOFF
By Mark Murphy
Adult non-alc beverages have come a long way in a short period of time. An explosion of innovative brands have moved the category from a handful of legacy SKUs to a bold and diverse industry that spans beer, wine, spirits and - now - RTD mocktails. With the race on to mainstream acceptance, are consumers about to swap their martinis for mocktinis?
It’s not breaking news that the U.S. beverage alcohol industry is experiencing a steady, year-on-year decline. The industry posted a total off-premise dollar sales decline of -3.4% to $110 billion for the 52 weeks ending January 3, 2026, according to NielsonIQ’s annual report for 2025. Yet non-alc beverages, though still a niche, at just under 1% of the total alcohol market, are booming. The sector hit $1.05 billion in total market sales in the 52 weeks ending April 18 2026, according to NIQ data provided by 3 Tier Beverages, a 16.2% year-onyear increase in retail sales. What’s driving consumers away from alcohol, yet towards products that mimic the flavor profiles? And what are brands doing to encourage consumer uptake?
THE DECADE OF THE NA REVOLUTION?
Once the unwanted stepchild of beer brands (a bottle of Erdinger Alkoholfrei is as iconic as it is dusty on a back bar), non-alc alternatives have broadened in scope significantly over the last decade. Breakthroughs in NA beer production methods have allowed brands like Athletic Brewing Co. to brew varied styles such as hoppy pale ales and Belgian-style sours, once deemed unthinkable in the non-alcoholic space. Athletic now sits as the third largest NA beer brand, posting an 8% year-on-year increase (+$12M) with a dominating position in NA craft beer, outselling the next 100 craft brands combined, according to the company.
But it’s not just old, reliable beer that has had a non-alc evolution. Breakthrough NA spirit brands like Seedlip and Lyre’s proved that liquor isn’t just for ABC stores, while modern players like TÖST Beverages have started to bridge the gap between NA wines and sparkling fruit juices.
Spirits have proved a stubborn category in both its sales increase (+4.4% year-on-year) and inability to come out from
under the shadow of beer; wine’s showing a more sprightly pace with an 18.7% sales increase, but it’s the ready-to-drink set that is arguably the turbocharger-in-waiting for the non-alc sector: still a slip of a set at $55.8 million in retail sales according to the same NIQ data, it has nonetheless jumped by an eye-opening 73.7% year-onyear through April 18 2026. What’s drawing consumers?
A FUNCTIONAL SHIFT
“The rise of non-alcoholic adult beverages is being driven by a convergence of shifts in consumer behaviors, with drinkers seeking wellness and balance without sacrificing experience,” says Danelle Kosmal, Consultant, 3 Tier Beverages.
“You are seeing that kind of juxtaposition of function over just replacement of alcohol,” adds Cara Piotrowski, Senior Director of Sales & Client Insights, Constellation Brands, Circana. “We are seeing brands that are crossing over into that functional space but also mood modulation.”
It’s a movement that rings true in so many beverage sets in 2026: it’s not who you are but what you are. And wellness is at the core - whether that be a functional addition or clean ingredients, consumers are looking for more than just taste.
NOTHING TO MOCK IN WELLNESS
It may seem counterintuitive to associate an RTD mocktail with wellness, but that’s exactly what’s attracting consumers to the burgeoning set. It has form too, says Kosmal: “It isn’t uncommon for the trends in the broader beverage market to influence innovation and growth trends in beverage alcohol, so it makes sense that we’re seeing trends from the exploding functional
beverage segment move into NA RTDs.”
The brands that are rising to the top are the ones balancing functional and flavor, says Piotrowski: “The old school mocktail is not what consumers are looking for. They’re looking for something really better for you, flavor forward, really hitting on all those high notes of those trends that we’re seeing in traditional beverage.”
There’s also room for function to cross over into indulgence. “People who have been historical drinkers want their drinks to do something for them,” says Megan Klein, founder and CEO, Little Saints. “So if it’s not going to make you intoxicated, it better just be more than juice and water, or sugar and water, or even flavors and water, it needs to do something. That’s why we use a supplement grade like mushroom blend. And the majority of our SKUs have damiana which is very seldom used because it’s still illegal in Louisiana,” says Klein with a laugh.
SETTING SAIL
For brand founders, it’s often a journey of discovery that leads them to the right place at the right time. “In January 2021 I bought all of the non-alcs that were out there, tons of beautiful brands that are still there today, but I found they were all full of sugar,” says Klein. “And so I thought I could be helpful by bringing something that was zero sugar, top shelf, next generation, functional and then also have a smell to it.”
Smell is something Klein focused on from day one, recognizing that consumers and bartenders alike smell their drink before ever tasting it. “One of the reasons that we love alcohol is because we smell a red wine and remember the last positive experience
we had with red wine. When there’s no scent you’re really missing out on a lot of that emotional connection that you have to the ritual of drinking alcohol.”
Klein’s use of botanical terpenes, monk fruit, palo santo and various mushrooms sets Lucky Saint apart in the non-alc space, using ingredients more typically associated with functional sodas to enhance the brand’s alcohol-adjacent nature.
IT’S A RISING TIDE
“People who are social drinkers are making a conscious decision to cut back or moderate,” says Laura Taylor, founder and CEO, Mingle Mocktails, which has also started to launch more functional product types. “And now they have a multitude of choices, as opposed to where I was 10 years ago, being stuck with sparkling water.”
With growth of $2.3 million in the 52 weeks ending April 18 (outpacing the Katy Perry-backed De Soi brand), Mingle is at the forefront of the RTD mocktails set. It’s also part of a push that mixes twists on iconic cocktail names (its Key Lime Margarita Mocktail SKU can’t be mistaken) with clean ingredients and bold branding - the latter arguably being the turn that’s catching consumers. What can be learned from its evolution?
IT’S NOT BLACK AND WHITE
It would be easy to assume that consumers opting for NA beverages are consciously avoiding alcohol altogether, and while that may be true to an extent, they aren’t the only purchasers. “We know that the majority of NA adult beverage drinkers also purchase beverage alcohol products,” says Kosmal of 3 Tier Beverages.
Similarly, while it would also be easy to assume that there’s a specific demographic driving RTD mocktail sales, the audience is multigenerational and multifaceted.
“We have a really robust consumer persona analysis, and our primary purchasers from our website are women 55+ and men in their 40s, both are similar. Our male customer base is quite performance-minded,” says Klein.
Klein breaks the Little Saints demographic down into three personas - fitness-focused men who don’t want alcohol cutting into their performance in life; similarly-minded women who at the same time don’t want to compromise on what they enjoy as a ritual; and a broad, 30+ urban professionals group which is more discovery-oriented and curious about variety. Throughout each persona, the unifying factor is a premium experience and product quality rather than the absence of alcohol.
Meanwhile Taylor, of Mingle, had an audience in mind: “When I launched mingle, I was intentionally catering to the female demographic because that audience was underserved. The Mingle mocktail line does skew female and it’s more millennial and then Gen Z.”
That singular focus changed in October 2025 when Mingle launched Mood, its functional line featuring ashwagandha, L-theanine, and Lion’s Mane. It’s intentionally more neutral in its marketing. “It’s appealing to both men and women,” Taylor said. “We’re using very cool colors that are appealing to anyone. It’s standing out in bold that it’s catering to a primary Gen Z demographic.”
THE RETAIL CONUNDRUM
Between ABC states, functional set shelves in Walmart, beer aisles in Kroger and liquor behind counters at gas stations, the merchan-
dising play for mocktails can confuse buyers. Is it functional soda adjacent? Or better served as the endcap on the beer aisle? Volume helps make those decisions.
“We actually just did a spring reset in our cold boxes that went live in April across all of our Whole Foods locations and it was with the intention to increase the non-alc set specifically because of the increase in popularity that we’re seeing,” says Samantha Fletcher, Senior Category Merchant, Whole Foods. “We very much see and recognize that the trend has been happening, and it is quickly gaining speed. It warrants more faith, and we’re ready to put it right up front.”
“There’s so much room for growth,” says Klein. “non-alc is growing so quickly, but oftentimes they don’t have time placement in the stores where they should be, given the demand for them. When non-alc has a great placement visibility in the store, the velocities are a lot higher. As the data catches up to buyers, and they put them in prime places in the store, think of what can happen.”
IS THE SKY THE LIMIT?
While an energized set, RTD mocktails remain for now a niche. Will that always be the case - can it have the kind of impact on non-alc that functional soda has had on soda? “Will they get that big? I don’t know,” says Piotrowski of Circana. “It is a premium product and that is not necessarily an everyday product. Potentially more special occasion or specific occasion, even though I know they are trying to branch out, because it is that mood modulation space, right? So it can be a social or a solo occasion.”
“NA RTDs are grabbing share across the adult beverage space and are positioned to sustain growth, at least in the near term,” adds Kosmal. “To maintain momentum, suppliers will need to focus on driving repeat purchases, strengthening brand awareness and equity, and building lasting consumer loyalty.”
“RTD is going to continue to grow,” says Taylor, of Mingle. “It’s the highest growing [set] because there’s so much more opportunity to be creative and do different things. You can make canned cocktails that taste like the real thing by using dealcoholized spirit. With ours we went for the tangled, infused flavors that are cocktail inspired. There’s so much more opportunity to continue to evaluate the RTD mocktail category.”
Fletcher, of Whole Foods, is enthusiastic about the potential for RTD mocktails. “I think we have just started to see the non-alc RTD category and its potential. I do think that we are on the upward climb. We’re seeing great growth. Whole Foods definitely prides itself on being able to identify brands first, bringing them to shelf first, so we are still continuing to see phenomenal growth with that. I do think, like with any new category, there is going to be a plateau, but I don’t think that that’s going to be anytime soon, because within the non-alc sector 94% of the sales are with NA beer.”
Meanwhile, wine could be next, Fletcher adds, noting that 17% of U.S. households buy in the NA beverage space, and of that group, “only 1% of the households are buying non-alc wine, and less than a percent are buying non-alc spirits. There’s a huge opportunity to at least match the rate and the volume and the consumption of non-alc spirits and non-alc RTDs. So I’m very excited to see where the growth will come. I don’t know when that plateau will happen, but I know that it does look very promising for the foreseeable future for the non-alc RTD sector.”
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With almost 30 years of experience, Icon Foods' proprietary manufacturing processes, secure supply chain, quality control standards, and formulation assistance assure you reliability throughout your sweetener journey, from ideation to delivery.
iprona supplies high-quality fruit-based ingredients for beverage applications, including juices, juice concentrates, purées, and extracts. Since 1923 with strong expertise in fruit processing and natural technologies, iprona supports beverage brands with clean-label solutions, consistent quality, and reliable sourcing – from raw fruit to finished ingredient.
IHC is your solution to guide you through the canning process! With over 250 MILLION cans filled to date, IHC offers unmatched Experience and Expertise. We service the Eastern US and deliver Quality you can count on – Guaranteed seams, All beverage types, All can sizes, Materials sourcing, & Co-Packaging Partners –whatever your situation we can get your product canned. IHC is your one stop shop!
Icon Foods
Natural Clean Label Sweeteners
Iron Heart Canning Co
Mobile Canning Solutions
Natural dairy ingredients to bring creaminess to your beverages. Galloway Company
Hop-based Solutions for Every Brewer John I. Haas, Inc.
Looking to safeguard the quality and shelf-life of your beverage and eliminate chilled chain distribution needs? LANXESS Corporation offers two unique and innovative technologies, Velcorin® and Nagardo®, which provide microbiological protection in a wide variety of beverages. Velcorin® (Dimethyl Dicarbonate) is a cold sterilization agent that kills microorganisms during production, resulting in cleaner and more stable beverages.
Benefits of Velcorin® include:
• No impact on sensory profile
• Clean label solution
• Compatibility with all types of common packaging
• Cost-effective
• Application-specific advice and services from Velcorin® team Nagardo® (Dacryopinax Spathularia) is a natural guardian that protects against beverage spoilage to secure and prolong shelf life.
Benefits of Nagardo® include:
• Achieve natural & consumer friendly claims
• Efficient control of a broad range of spoilage organisms
• No impact on sensory profile
• Broad application in a variety of beverages
• Easy integration into production process
• Application-specific advice and services from Nagardo® team
LANXESS Corporation hopes to conveniently meet all of your microbiological protection needs with our widely applicable technologies and services.
For more information on Velcorin®, please visit Velcorin.com
For more information on Nagardo®, please visit Nagardo.com
Consumer tastes are evolving, with occasionbased drinking fueling growth in both alcohol and alcohol alternatives. MANE meets these changing preferences by crafting innovative beverages and delivering standout flavors that exceed consumer expectations.
Parallel Products specializes in comprehensive beverage product destruction and recycling services to provide sustainable recycling/ recovery and brand protection for your products. In addition, our TTB Compliance & Tax Recovery Department can assist you with the recovery of your Federal Excise Tax, which can have a dramatic impact to your profitability.
Consumers today want it all—you’re balancing the demands of great taste, supply chain challenges, regulatory hurdles and consumer acceptance. The experts at McCormick Flavor Solutions can help. From ideation to launch, we can create a seamless, winning path for you. Design, develop and scale up using our Beverage Innovation Studio in Geneva, IL or Hunt Valley, MD.
Pathfinder Ingredients paves the way for commercial alcoholic drinks makers. With expertise in yeast nutrition, our solutions are designed to optimize yeast performance and efficiency across a wide range of alcoholic beverages. From high ABV washes for FMBs, RTDs, and hard sodas, to beers, wines and spirits, our specialist formulations deliver reliable, consistent results across every application.
MANE Inc.
Raise the Bar With MANE
McCormick Flavor Solutions
Flavor & Taste Solutions
Parallel Products
401 Industry rd Pathfinder Ingredients
Designed For Performance
Marketing and Consulting for Spirits Maeve
Calm energy. No jitters. No crash. MATCHA.COM
Global Consumer Product Tests
Product Hub by MMR
Test spirits, RTDs, beers and more with consumers across 40+ global markets, through one end-to-end platform. Built-in compliance, age verification, ABV controls & expert logistics - without the hassle. From benchmarking a new RTD to validating a premium beer proposition, Product Hub by MMR gives innovation teams the tools and tech to conduct physical product testing at speed and scale.
Next-Gen AI-Powered Growth
Shareable
Next-Gen CPG Marketing: AI-Powered Growth & Brand Scale. We build AI-driven growth systems that align paid media, creative, and retention into a unified engine. By strengthening narrative and execution, we lower CAC, increase LTV, and create compounding, profitable growth. Built for CPG brands ready to scale, our team moves fast, tests relentlessly, and turns momentum into market leadership.
Fruit & Vegetable Ingredients
Stiebs, since 2005, has been devoted to sourcing, processing & delivering the world's finest plant-based products. We offer a full line of fruit & vegetable based ingredients as Single Strength Juice, Juice Concentrates, Purees and IQF Cubes. From the beginning stages of product development to delivering an on-going supply of premium natural products, our team is here to help you succeed.
We Design to Taste
Takasago International Corp
Built on technology, Takasago has an extensive innovation platform including true to nature VIVID® Natural Flavors, taste modulating INTENSATES® Flavors, Consumer Insights and Market Research, etc. Vertically integrated in citrus, coffee, tea, mint, and vanilla to drive quality and sustainable raw materials for flavor creations, we promise to deliver impactful flavors for your product development.
Stiebs
100% Recycled Multipacks PakTech
Mastering the Craft of Flavoring Sovereign Flavors Inc.
Vibrant Ingredients provides complete beverage systems for alcohol, non-alcoholic beverages, and alternatives. We partner with brands to bring ideas to life through custom formulation, flavor development, and functional ingredient solutions. From cold brew coffee, tea, and botanical extracts to nutrition and flavor systems, we simplify sourcing and support every step from Formula to Final Sip®
Vibrant Ingredients
Beverage System Builders
All The Bitter
Allen Flavors, Inc
Ian Blessing Chico CA (530) 685-0451 allthebitter.com
Joe Harriman South Plainfield NJ (908) 561-5995 allenflavors.com
Aplós - - - - aplos.world
AstraPouch®
Austin Eastciders
Michael Mrozak Middlesex NY (585) 299-9899 Astrapouch.com
Adam Gasper Detroit MI (989) 928-4462 austineastciders.com
aVAO Barcelona, Spain - Barcelona - - vaobarcelona.com
AWC Beverage LLC
Amanda Stoga Austin TX (917) 744-7573 drinkawc.com
Balchem Corporation - Montvale NJ - balchem.com
BankUnited, NA
Beck Flavors
Bill DeMilt New York NY (212) 705-8642 bankunited.com
Nick Palank Maryland Heights MO (314) 878-7522 beckflavors.com
Berlin Packaging - - - (800) 223-7546 berlinpackaging.com
BevGenie
Shyam Jayakumar - NJ - bevgenie.ai
BevSource - Saint Paul MN (866) 956-4608 bevsource.com
Bio-Botanica, Inc.
Blake' Beverage Co
Blake's Hard Cider
BLNCD
Brio Spirits
Brothers International Food
Can-One USA
CanSource, a TricorBraun Co
Jason Katsoris Hauppauge NY (631) 231-5522 bio-botanica.com
Mike Erwert -
(971) 645-5466 avidcider.com
Adam Gasper Detroit MI (989) 928-4462 blakeshardcider.com
Allison Vaillancourt Minneapolis - (952) 417-6803 blncdnaturals.com
Mitch Parse Chicago IL (630) 442-1770 briospirits.com
Mike DeLaurentis Rochester NY (585) 343-3007 brothersinternational.com
Nicholas Hanna Nashua NH (603) 704-9344 can-one.com
Robert Renfro Longmont CO (833) 228-3959 cansource.com
Ceebo Brew Co. - - SC - ceebobrewco.com
Clean International, Inc.
CO2Sustain
Cool Display Solutions Inc.
Cornbread Hemp
Creamy Creation
Dirty Virgo
Doehler North America
Drink Mockly, Inc.
dsm-firmenich
Dude Wow
FILTEC a Kestrel Vision Brand
Flavor Dynamics, Inc.
Flavorcan International Inc.
FlavorSum
Fogg Filler
Forté Flavors
Foundry Nation
Trevor Schell Wolcott VT (802) 370-4033 sipcleann.com
Jonathan Stott Leeds - +4411346546_____ co2sustain.com
Bob Jones Burlington - (905) 331-9497 cooldisplaysolutions.com
William Morgan Louisville - - cornbreadhemp.com
Matthew Benny Rochelle Park NJ (585) 664-4771 creamycreation.com
James Zackler New York NY (510) 604-8848 drinkdirtyvirgo.com
Kristy Ellenson Cartersville GA (470) 334-9858 doehler.com
Aimee Sedky New Orleans LA (646) 438-0846 drinkmockly.com
Aaron Rokoszak Plainsboro Township NJ (862) 309-0330 dsm-firmenich.com
Brandon Igdalsky Winter Garden FL (689) 500-9134 dudewowcocktails.com
Amanda Blackburn Solon OH (949) 466-8470 filtec.com
Colleen Roberts South Plainfield NJ (908) 822-8855 FlavorDynamics.com
Mario Moreno Toronto - (416) 321-2124 flavorcan.ca
Brooke Hutton Kalamazoo MI (269) 215-2428 flavorsum.com
Chris Emory Holland MI (616) 786-3644 FoggFiller.com
Janet Guzman Valencia CA (818) 307-4062 forteflavors.com
Beecher Vaillancourt Minneapolis MN (952) 417-6803 foundrynation.com
Frontline Beverage Sales Prior Lake MN - frontlinebeverage.com
Funny Water Inc
Galloway Company
Gigli
GNT USA, LLC
Gotham DSD
Green Compass
Habit
HAPSY
Harley-Davidson Road King
Hightails, LLC
Icon Foods
iprona
Iron Heart Canning Co
Island Luxury
John I. Haas, Inc.
Matt Giese Chicago IL (612) 254-5497 funnywater.com
Luke Gambaro Neenah WI (920) 636-6367 gallowaycompany.com
Riley Hardel Eden Prairie MN (507) 461-2159 gigli.com
Jeannette O'Brien Dallas NC (704) 469-5555 exberry.com
Trent Moffat Long Island City NY (877) 931-3030 gothamdsd.com
Farah Azmi Wilmington NC (702) 330-1318 greencompassglobal.com
Natalie Boos Arlington TX (800) 646-0362 SipHabit.com
Claudia Sale Atlanta GA - www.behapsy.com
Michael Shea Verona WI (414) 807-6475 www.drinkroadking.com
Adam Fagan - NY (941) 400-6280 www.drinkblackmarket.com
Joshua Rosario Portland OR (310) 455-9876 iconfoods.com
Scott Surma Tucson AZ (815) 355-4945 iprona.com
Brian Casse - NH (973) 342-1388 ironheartcanning.com
Island Luxury Palm Beach FL (561) 825-1000 islandluxury.co
Jeremy Ragonese Yakima WA (509) 834-0686 johnihaas.com
Kava Haven Billy Grady Chicago IL (773) 469-6959 kavahaven.com
L&K Distribution
Lanxess Corporation
LURE Drinks
Nathan Tagalag Anaheim CA (310) 561-0213 ultra7kratom.com
Mike Turpin Pittsburgh PA (817) 357-5851 Velcorin.com
Jeff Koenigs St. Louis MO (314) 625-2936 luredrinks.com
Maeve Taylor Marvulli Pasadena CA (626) 862-2058 managemaeve.com
MANE Inc.
Cara Newkirk Lebanon OH (513) 658-9848 mane.com
MaraBela Jesus Martinez Bujanda Mora Walla Walla WA (509) 730-5469 marabelatea.com
MATCHA.COM - Tuscon AZ (520) 273-2110 bulk.matcha.com
McCormick Flavor Solutions
Mingle Beverage Company
MNG Brands | WellBeing Brewing
Chloe Morris Hunt Valley MD - mccormickfona.com
Laura Taylor Berwym PA (708) 870-8625 minglemocktails.com
Ocean Cohen - - (314) 421-9511 order.mngbrands.com
Monin Onix - FL (727) 461-3033 monin.us
Montebello Brands, Inc.
Mother Murphy’s Flavors
Multi-Flow Beverage solutions
New Brew
On The Brightside™
Outlaw Light
Wayne Pozzi Dundalk MD (770) 905-4459 montebellobrands.com
David Wilhoit Greensboro NC (800) 849-1277 mothermurphys.com
Dwayne Schwarz Huntingdon Valley PA (215) 669-1080 drinklovefrom.com
Evan Cohen - - - drinknewbrew.com
Jennifer Contraveos Chicago IL (702) 306-3580 drinkbrightside.com
Claire Camp Nashville TN (806) 786-9606 outlawbeer.com
PakTech - - - (541) 461-5000 PakTech-opi.com
Parallel Products
Pathfinder Ingredients
Product Hub by MMR
Aidon Tackett Louisville KY (502) 471-2428 parallelproducts.com
Will Jackson Ellesmere Port - +447765476668___ pathfinderingredients.com
Keanan Barbour-March New York NY (121) 289-7280 theproducthub.com
Sentia Spirits Jenn Pray Hemel Hempstead - - us.sentiaspirits.com
Shareable
Snapdragon Cannabis Co.
Snazzy
Societea
Sovereign Flavors Inc.
Stiebs
Summer Club
Takasago International Corp
Meredith Cochran Carlsbad CA (608) 790-7902 shareable.life
Alec Wright Ooltewah TN (203) 427-1364 snapdragonhemp.com
David Peterson San Francisco CA (650) 319-5055 snazzybeverages.com
Meredith Cochran Carlsbad CA (608) 790-7902 societeaco.com
David Ames Santa Ana CA (714) 437-1996 sovereignflavors.com
Brad Drumhiller Madera CA (559) 661-0031 stiebs.com
Jennifer Binney Honolulu HI (808) 778-7588 drinksummerclub.com
Walter Crawley Rockleigh NJ (201) 767-9001 takasago.com
The Pathfinder Jill Sites Seattle WA - drinkthepathfinder.com
Vibrant Ingredients
Yacht Water
Zion Packaging
Michael Kelly Lake Mary FL (855) 337-1633 vibrantingredients.com
Rachel Kiley Atlanta GA (678) 522-9280 drinkyachtwater.com
Gary Martin Corona CA (949) 842-1458 zionpack.com
