🍷 Uncorking Non-Alc Wines’ Uphill Climb

Craft breweries might be clamoring to offer more near-beer options as restaurants and bars develop new alcohol-free cocktail menu items, but NA wine is struggling to unlock the same momentum amid consumer interest in alcohol-reduction.

NA wine is dragging behind the beer, spirits and RTD cocktail sets. In the 52-week period ending August 10, dollar sales of NA wine were down 2.6% compared to last year; well behind NA beer (+28.9%) and NA spirits (88.1%), according to NIQ off-premise scanner data. NA wine unit sales were also dragging at -3% year-over-year.

Why is zero-proof vino falling short? A lot of the challenges facing the category are driven from sourcing and production which is being passed down to consumers in a more expensive finished product that doesn’t have the depth of flavor or aroma that many wine buyers expect.

BevNET Insiders can read the full story for more insights on the slow growth category.

From sports partnerships to tattoos and time zone puns, here’s a look at the latest ways beverage brands are marketing themselves to consumers.

⛰️ Mountain Dew is claiming “official, unofficial” ownership of the U.S. Mountain Time zone (MST) with events promoting the brand scheduled around the region from now through the end of the year. Most eye-catching: a TikTok competition where five winners will have their moving fees covered (up to $10,000) and receive a year’s supply of Dew to relocate permanently to MST. 

🐬 Football season is here and tequila producer Casa Azul is now the Official Tequila Soda of the Miami Dolphins and Hard Rock Stadium. The collaboration includes the opening of the “Casa Azul Playa Bar” at the stadium during Dolphins home games and other events.

🎸 7-Eleven is partnering with Green Day (yeah, like the band) to launch an exclusive Anniversary Blend of their Punk Bunny Coffee brand, which commemorates the 60th anniversary of 7-Eleven and the 30th anniversary of Green Day’s breakout album Dookie. Punk Bunny currently offers five bagged coffee varieties, but for some reason none of them are called “Wake Me Up When September Blends.”

🏀 “Ultra Premium” energy drink ProBaller is now the Official Energy Drink of the Los Angeles Lakers, a title previously held by G.O.A.T. Fuel. ProBaller is NSF Sport Certified and is made with natural ingredients.

Beverage makers have new pressure to decarbonize their supply chain, requiring innovation. To lower costs and decarbonize supply, tea, coffee, lemonade, soft drink, and alcoholic beverage makers have switched to Sugaright’s liquid cane sugar. Learn more about our sugar & new fermentability study. Learn more

Taylor Foxman, the founder and CEO of beverage advisory firm The Industry Collective, joins us for a conversation framed as a series of statements that she addresses as true or false, including those about the value of great taste, the impact of bad PR, the sober-curious movement, the future of cannabis beverages and Gen Z consumers’ relationship with alcoholic drinks.

Listen to the episode now.

• A new decaf energy drink and news of the energy brand innovating for sleep support
• Details on a new guidebook for CPG food and beverage brands
• A kids drink brand's sugary embrace of back-to-school season

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