N/ATION Collaborative

Continuing their moves into the competitive world of sports sponsorships, Athletic Brewing Co. has recently added multiple college basketball stars (both men and women) to their NIL roster of partners, continuing a clear strategy of using sports to expand their audience ahead of this year's respective NCAA Tournaments. What's particularly interesting about college athletics is the targeting of Gen Z, an audience that isn't drinking alcohol like their older counterparts, but may also not yet be spending significant dollars in the NA category, either. As the craft non-alcoholic and THC markets continue to mature, it will be interesting to see how brands leverage the still somewhat new NIL market to broaden reach, and leverage sports marketing without having to spend the big budgets of their counterparts in Big Alcohol. https://lnkd.in/eG7vh2sT #NIL #sportsmarketing #AthleticBrewing #nonalcoholic #brandpartnerships #collegesports #sportsbusiness #athleteendorsements #moderationnation

When Lauren Chitwood and her co-founders began buying large quantities of Old Forester for experiments from their local Total Wine & More, little did they realize in just a few short years their own non-alcoholic spirits brand would be sold on those same store shelves. Founded in 2019, Spiritless' journey began from humble?roots in Kentucky Bourbon country to become one of the leaders of the non-alcoholic spirits category. In our latest U.S. of N/A conversation, we chat with Lauren about their story, including: ???? How they’ve always focused on appealing to those moderating, not just abstaining,?from alcohol.? ???? What product trends they've?seen evolve, from at-home consumption?to RTDs. ???? How the brand is?grappling with whether to enter the THC-infused space,?which brings with it many regulatory and distribution considerations.? ???? What's ahead for Spiritless, and how they are positioning themselves for brand possibilities in the future. To listen to the full conversation, find us on Apple Podcasts, Spotify, Pocket Casts, or wherever you get your content. You can also find a ?? in the comments below. #nonalcoholic #nonalcoholicspirits #nadrinks #beverageindustry #podcasts #moderationnation

Non-Alcoholic Beer continues to dominate the NA segment with 85% of market share, followed by Wine at 11%, and Spirits at 5%. While those numbers aren't surprising, some interesting data points lie beneath those figures: ???? Non-alcoholic spirits have gained 3.3 percentage points of dollar share within the Beer/Wine/Spirits Non-Alcoholic category over the last three years, showing that this segment is clearly on the upswing. ???? Participation in Dry January is increasing, with 25% of young adults taking on the challenge in 2024, a 9% increase from the 16% who participated in 2023 (other figures show even higher rates of participation, particularly for millennials). ???? More than 93% of non-alcohol buyers also purchase alcohol versions of beer, wine, and spirits, a number that has risen significantly. Lastly, the THC and cannabis beverage industry is a bit of a wild card in all this, with rapid rates of growth, infiltrating each of the above segments. This will continue to be a key development to watch. https://lnkd.in/ectdsdjx #nonalcoholic #NAbeverages #zeroproof #beveragetrends #drinksindustry #moderationnation

In the rapidly evolving non-alcoholic beverage category, there is no rest for the weary. Few producers embody this slogan more than Naperville, Illinois based Go Brewing, which continues to push the envelope as well as the pace. Following up the launch of Easy Man, their sister THC craft brew line, this Midwest-based brewer has now launched Assembly, a brand extension capitalizing on the red-hot electrolyte water trend. This comes on the heels of an aggressive expansion strategy that has seen Go's core line up show up in an increasing number of stores across the country, as well as large retailers like Costco Wholesale. It also places them in a broader beverage category than where they started with NA beer, which initially was primarily sold online and through their Chicago-area taproom. #nonalcoholic #beverageindustry #functionalbeverages #THCdrinks ?? credit: Go Brewing

Europe has been ahead of the U.S. in the mid-strength alcohol category (defined as <3.5% for beer, <7% for wine, according to the U.K.'s Club Soda), offering consumers a wider range of flavorful, lower-ABV options. However, the domestic market is rapidly evolving with companies like Arlow (wine), and Dad Strength Brewing (beer) staking out early claims in this nascent segment, crafting innovative beverages that cater to the growing demand for moderated drinking experiences. It will be interesting to see how this may impact bar menus and retail merchandising in the coming years. Want to hear more from Arlow and Dad Strength? Listen to our podcast episodes with the founders from each brand, available on Apple Podcasts, Spotify, or the ?? in the comments below. https://lnkd.in/eJXx9YmB #midstrengthalcohol #beveragetrends #beverageindustry

Recent expansion of the non-alcoholic beer brand Runner's High Brewing Co. by Tilray Brands, Inc. includes major grocery outlets like H-E-B, Harris Teeter, and Lowes Foods, as well as Publix Super Markets, which up to this point has not carried an extensive selection of NA beverages. With its portfolio of well-known craft beer brands that include Montauk Brewing Company and SweetWater Brewing Company, in addition to other organically-created brands in the growing hemp-derived beverage space, Tilray is a company to watch in this sector. https://lnkd.in/eMcnrQBK #nonalcoholicbeer #craftbeer #hempbeverages #thcbeverages #tilray

In a surprise move last week, Georgia has now joined the list of states potentially moving to ban all hemp-derived THC beverages. While initially proposed to lower the maximum content from 10mg to 5mg of THC per drink, the proposed amendment, SB 254, would remove all THC-infused beverages in the state. This move raises significant concerns for businesses that produce and offer these products alongside traditional alcoholic beverages, which include breweries that have seen the category as a growth opportunity, such as Atlanta's Scofflaw Beverage Co. Given the growth potential of a category serving those moderating their alcohol intake, industry leaders like Joseph Cortes of the Georgia Craft Brewers Guild are speaking out, highlighting the potential revenue loss for businesses (like their member breweries) if the state follows through on this new legislation. The Georgia House will now consider the matter, with the fate of a rapidly growing beverage category in the state potentially hanging in the balance. https://lnkd.in/d7s3RyxY #THC #Georgia #Legislation #CraftBeer #Cannabis #CannabisBeverages

Do low-alcohol wines have a higher ceiling than purely non-alcoholic ones? What are the impacts of the wellness movement on wine overall? And how does Gen Z figure into all of this? Those were just a few of the questions we posed to Brandon Joldersma, CEO of Arlow and Surely, two key wine brands playing a major role in shaping the low-and-no alcohol wine space. To listen to our full conversation, find us on Apple Podcasts, Spotify, Pocket Casts, or wherever you choose to listen. You can also find a ?? in the comments below. #nonalcoholic #beverageindustry #winebusiness #moderationnation

Are you a non-alcoholic beverage brand looking for contract/part-time help that truly understands the NA space? If so, IRL Nation can assist. We're building a first-of-its-kind collaboration platform to support the growing needs of the industry. To find out more about current resources available for hire now, either join IRL Nation for free ( ?? in the comments), or DM us for more details! #beverageindustry #nonalcoholic

While the hemp-fueled THC beverage category is just getting started, it's been a more complicated path for an over-arching industry still waiting on perceptions and legislation to catch-up with consumer preferences. That was the genesis behind our latest U.S. of N/A podcast conversation with Ricardo Baca, Founder/CEO of the pioneering PR and communications firm, Grasslands: A Journalism-Minded Agency?. Other topics we discussed during our interview: ???? How Ricardo's work as a major-newspaper journalist covering the early #cannabis industry helped educate the mainstream. ???? Where we are currently with the industry split into two factions. ???? What he's hearing on happenings at the federal level, and how it might impact the rising, hemp-fueled cannabis beverage category. ???? How the industry has really become one with a greater movement toward health & wellness, as well as mindful drinking. To listen, find us on Apple Podcasts, Spotify, Pocket Casts, or wherever you choose to listen. ?? to episode also follows in the comments, below. #cannabisbeverages #cannabisbusiness #nonalcoholicdrinks #alcoholalternatives #podcasts