Lifestyle Sports: Latest from Food Politics: Weekend reading: The alcohol-free trend: it's hot!

By Marion Nestle

February 13 2026

Weekend reading: The alcohol-free trend: it’s hot!

I subscribe to Beverage Daily, an industry publication, to learn about current trends I might otherwise miss.

I hadn’t been paying much attention to the alchohol-free trend, other than to notice the astonishing rise in the number of flavored water options in supermarkets.

With the new dietary guidelines arguing for less alcohol, this is a trend worth watching.

Here is a good place to begin:

Five emerging trends in the alcohol-free category: January puts the spotlight on alcohol-free drinks. What has this month taught us about the direction of the category in 2026 ?… Read more

The discussion of the five trends is aimed at beverage companies trying to sell products.

Sober-curious consumers are complicated, meaning they want to try lots of drinks.

They “zebra-stripe” (a new term to me), meaning they alternate between alcoholic and non-alcoholic drinks in the same occasion.

Beverage companies need to come up with innovate ways to attract customers.

Non-alcoholic drinks should be functional (meaning containing something that can do something special) to attract customers.

Companies need to find new ways to attract customers to their brands.

Judging from what I’m seeing at supermarkets, introducing a new beverage is not going to be easy. There are already loads of options out there.

Here are a couple of additional items on the alcohol-free trend:

The most popular alcohol-free brands in the US this month, according to search data: Tracking January’s search data reveals the rising stars in the US alcohol-free category…… Read more
Drinking less but drinking better: Understanding the moderation movement: Consumers want to be healthier; so they’re cutting back on alcohol. But is it really that simple?… Read more
Alcohol-free beverages become part of the wellness diet: From Dry January to everyday routines, alcohol-free beverages are integrating into wellness diets with functional, mood-enhancing ingredients… Read more
IFT’s Food Technology: That’s the (Zero-Proof) Spirit: The worldwide movement to reduce alcohol consumption is inspiring a creative and technological revolution in zero-proof spirits and mocktails with an expanding array of ingredients, from whiskey and gin alternatives to tropical fruits and botanicals.Read More
How GLP-1 drugs are playing into the alcohol moderation trend: The last decade has seen a steady decline in alcohol consumption. GLP-1 drugs add a new dimension… Read more
Building the best alcohol-free brands: The next step in the category’s evolution: Brand loyalty in the alcohol-free category is still low. That means its all to play for……
5 things we’ve learned about the alcohol-free category this January: January is the month when alcohol-free drinks really have the chance to shine. What have we learned about the direction of the category in 2026?… Read more
Dry January is dead. Long live intentional drinking: Elimination has evolved into moderation and it’s a preview of how changing consumer preferences affect year-round demand for alcohol and non-alcohol brands alike.

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