Beyond Dry January, Offering Non-Alcoholic Beverages Year Round

image of a non alcoholic beverage stadiums and venues


In recent years, the beverage industry has experienced a significant shift; non-alcoholic drinks have emerged as a rising trend.

Instead of traditional alcoholic beverages, venue attendees are looking for refreshing non-alcoholic options that also offer health benefits. This trend is not just limited to “Dry January,” the annual practice of abstaining from alcohol for the first month of the year. Non-alcoholic beverages are becoming a year-round demand, and savvy venue operators are taking notice by offering an array of options that go beyond standard sodas and juices.

The Expanding Non-Alcoholic Beverage Market

According to market research, the non-alcoholic beverage segment is experiencing significant growth, with a recent report showing that the global non-alcoholic drinks market is expected to surpass $1.6 trillion by 2025. With new and innovative brands emerging, there is an abundance of choices available to venues and event organizers.

The options are diverse and exciting, from alcohol-free beers and wines to handcrafted sodas and botanical-infused elixirs. According to a Nielsen study, in 2022, 72 new non-alcoholic SKUs had been introduced in the last 52 weeks, with non-alcoholic beer making up almost half of those new additions.

Brews For Everyone: Non-Alcoholic Traditional & Craft Beers

Alesmith self service beer tap cart for Snapdragon Stadium

As of 2022, non-alcoholic beer made up 85.3% of non-alcoholic beverage sales, with a market worth of $328.6 million, up +19.5% from the prior year. Non-alcoholic beer is crafted using traditional brewing methods up to the point of fermentation, where innovative techniques are employed to remove or reduce the alcohol content while preserving the taste and essence of the beer. This can be accomplished through methods like vacuum distillation or reverse osmosis.

Brands leading the market in non-alcoholic beer options include traditional brewing companies like Heineken with Heineken 0.0. and Anheuser-Busch’s Bud Zero, Busch NA, and O’Douls.

Craft breweries like Athletic Brewing Co and Sierra Nevada have also entered the market with non-alcoholic craft beer options. These brands, and others like them, are creating waves in the beverage sector by providing beer enthusiasts with robust flavors without alcohol, aligning with the growing demand for healthier lifestyle choices.

Non-Alcoholic Wines: A Sophisticated Alternative

The market for non-alcoholic wines will reach $52 million by 2022, up +23.2%. Non-alcoholic wine is produced using the same methods and grape varieties of traditional wine but with a much lower alcohol content. Like beer, alcohol is either removed through vacuum distillation or prevented from forming through fermentation control.

Popular brands in this category include Ariel Vineyards and Sutter Home Fre, which provide options for red and white non-alcoholic varietals. Sparkling and rosé varieties are also available. Nosecco is a non-alcoholic, vegan, sparkling wine designed to mimic the taste of Prosecco.

Zero Proof: The Rise of Non-Alcoholic Spirits

image of a concessions stand at audi field | cocktails for stadiums and venues non alcoholic and alcoholic beverages

Non-alcoholic spirits are carving out their own niche in the beverage industry. Brands are embracing the challenge to create complex, flavor-forward alternatives that cater to sober-curious individuals and those who simply prefer to limit their alcohol intake. Non-alcoholic spirits are only about 1.3% of the non-alcoholic beverage market and are poised for the most growth, up almost 90% from the prior year.

Popular brands in the non-alcoholic spirits market include Seedlip, a UK-based company that produces distilled non-alcoholic spirits using botanicals and herbs, and Kin Euphorics, an American brand focused on creating plant-based elixirs. Lyre’s is another well-known brand that produces non-alcoholic spirits that mimic the flavor and complexity of traditional alcoholic beverages. Ritual is another mainstream brand offering a range of non-alcoholic spirits, mixers, and bitters for creating mocktails.

Mobile Carts and Kiosks: A Hub of Beverage Innovation

The surge in popularity of non-alcoholic drinks is a testament to the evolving consumer preferences for social drinking experiences without the effects of alcohol. These options cater to individuals prioritizing health, expecting mothers, designated drivers, and those who abstain from alcohol for personal or religious reasons, ensuring that all patrons can enjoy the atmosphere without compromise.

If you want to revamp your venue’s beverage program or explore new food and beverage solutions, mobile carts and kiosks are a great way to test new offerings. Convenient and strategically placed carts allow attendees to explore exciting new beverage options without waiting in long lines for traditional alcohol offerings.

Venues that adapt to these new beverage trends will not only meet the demands of their attendees but also position themselves as leaders in the industry. Contact us today to discuss how we can assist you in capitalizing on the rise of non-alcoholic drinks and creating a memorable experience for your guests.