It’s no secret that Americans, particularly Gen Z, are consuming less alcohol than previous generations. This cultural shift has fueled an evolution of the adult non-alcoholic beverage category in recent years, resulting in increased sales and innovation within the sector.
In this video from BevNET Live Summer 2025, De Soi CEO Scout Brisson, Little Saints Founder Megan Klein and The Pathfinder VP of sales Jill Sites identify key opportunities for pushing the adult NA category forward and share the best ways brands can approach retail scale while capitalizing on consumer interest.
“Over time, what’s been really exciting and interesting to see is that [retailers] are motivated by the growth. While a lot of wine and spirits sets have declining volume, in non-alc, you’re in double- and triple-digit growth year-over-year,” said Brisson. “The category is moving past where it started and into more mass and conventional retailers, which has this positive flywheel effect on awareness and availability.”
Watch the full panel discussion for more on how to determine product positioning, which channels to target and how to approach product innovation in the category.