#non-alcoholic-beverages

#non-alcoholic-beverages

Tom Holland and Robert Downey Jr. have announced a groundbreaking collaboration that bridges the worlds of premium non-alcoholic beer and artisanal coffee, creating two innovative products that challenge traditional category boundaries. The partnership between Holland's BERO and Downey Jr.'s happy® Coffee represents more than just a celebrity endorsement - it's a strategic move that highlights emerging trends in the beverage industry, where cross-category innovation and authentic brand partnerships are driving consumer engagement.

I've written several articles about the rise of non-alcoholic (NA) beverages, from Dry January to the "sober curious" movement that's gone from niche to mainstream. While I still enjoy a craft cocktail with my husband once in a while, alcohol rarely fits into my routine. I enjoy alternatives that feel intentional, functional and are crafted with purpose. What I don't enjoy is paying $15 for a mocktail that turns out to be little more than lemonade in a fancy glass.

As Gen Z is drinking less alcohol, they're looking for drinks that they can customize and get excited about. We've seen this across a bunch of different chains, and this trend is just another example of capitalizing on that interest and that buzz and that viral component that these drinks bring.

Looking at specific food categories, we can see that except for meat, prices for the various types of foods in Ireland were all higher than the EU27 average in 2024.

In 2025, the non-alcoholic beverage market shows mixed signals with an overall sales decline, yet energy drinks, particularly among Millennials, show growth.

Dan Abrams emphasized that the Zero Proof Choice Awards are set to celebrate innovations in non-alcoholic beverages, highlighting the fundamental shift in drinking habits.