Dry January may be approaching its conclusion, but there’s little sign that consumers’ thirst for innovative, no-and-low alcohol beverages will be contained to a single month. As we’ve been reporting, a convergence of factors ranging from health and wellness trends to the rise of cannabis and next-gen functional ingredients have helped redefine the possibilities and potential for non-alcoholic beverages, which outpaced hard seltzer (+59%) and pre-mixed cocktails (+73%) with 115% growth since 2020, according to a recent report by market research firm Brightfield Group. Among other things, the study also highlighted how growing consumer demand for more non-alcoholic beverage options is fueling innovation across segments like beer, mocktails and spirits, helping to redefine the concept of booze-free social drinking.
In this video, BevNET managing editor Martin Caballero sat down with Bethany Gomez, Managing Director at Brightfield Group, to unpack the latest data and insights from Brightfield’s Dry January Non-Alcoholic Beverage Trends report.