Nonalcoholic adult beverages meet rising consumer demand for health, flavor

The current wave of zero-proof adult drinks continues to capture the imaginations — and taste buds — of health-conscious consumers. In the SupplySide Education Series webinar, “Zero Proof, Full Flavor: Navigating the future of nonalcoholic beverages,” three industry experts shared invaluable insights into the shift toward potables that provide innovative health benefits without sacrificing the flavor or experience of having a “stiff” drink.

The experts:

“For anyone entering the nonalcoholic space, it’s crucial to deeply understand your target audience,” Costello said. “It's not just about offering an alternative to alcohol. It's about crafting a narrative that resonates, ensuring your products genuinely meet the nuanced demands of today’s consumers.”

Styn and Blind Tiger, a ready-to-drink (RTD) beverage brand that specializes in nonalcoholic (NA) cocktails, weathered the challenging waters of the Covid-19 pandemic by turning limiting delivery laws into an exciting new opportunity. She also had thoughts on the demographics of the people who are buying nonalcoholic beverages.

“It depends on the demographic of those audiences and what people are looking for and what they're prioritizing in their health,” she explained. “We create cocktails and cocktails use sugar. We use cane sugar in our product, but a lot of people out there don't want sugar in their drinks. So, it's just really kind of knowing what they're going after and making sure you're focusing on the right individuals.”

Weaver knows all about finding the right market for an unconventional product. He’s leading The Boston Beer Company into the realm of cannabis-infused iced teas, exemplifying the innovation necessary to cross over from the alcoholic sphere. "Cannabis beverages represent a new frontier where we can apply our expertise in craft brewing to a market that's ripe for regulatory progress," he said. His experience illustrates the potential of nonalcoholic beverages to not just mimic traditional drinks but to offer something new and unique, such as THC, for a different kind of “buzz.”

In short, the NA beverage industry is not merely reacting to a trend but actively shaping a future where drinks are healthier, tastefully complex and inclusive. This shift is not just about removing alcohol but enhancing the overall beverage experience, offering the ceremony and flavors that appeal to consumers seeking a healthier way to drink socially.

The webinar concluded with several key takeaways, highlighting the importance of:

As the market continues to evolve, one thing is clear: NA means so much more than “nonalcoholic.” These beverages are more than an alternative; they’re quickly becoming mainstays. With leadership from these experts and others, this beverage category is slowly, but surely, redefining what it means to have a drink.