Leaning into versatility with craft, premium no-, low-, and full-ABV choices engages a wider customer base than ever before.
By: Courtney Iseman
The busiest social season of the year is upon us, with merry makers gathering at bars and restaurants as well as in their homes. Even amid economic headwinds, the “OND” portion of the year (October, November, December) sees a significant uptick in beverage sales, both on and off-premise. But what consumers are spending those dollars on has changed, and it’s no passing trend: People across all age groups are drinking less alcohol. Can you afford not to accommodate these customers?
Heading into the 2025 holiday season, retailers, restaurants, and bars are wise to embrace the buzzword “versatility.” 93% of those buying non-alcoholic beverages also buy alcoholic ones, per NielsenIQ data.
“Today’s consumer is no longer drinking on a binary,” says Molly Fienning, Co-founder and Director of Business at non-alcoholic, low-alcohol, and alternative drinks consultancy Sipland. “They’re exploring full-proof, low-ABV, and zeroproof drinks – often in the same night. Stocking non-alcoholic options and offering a no- and low-alcohol menu gives venues the ability to meet people where they are without compromising on experience.”
Holiday parties on-premise mean large groups of people representing a myriad of drinking preferences. Holiday parties off-premise mean the same, with a party host shopping to fulfill all those preferences. As consumers explore non-alcoholic beverages, switch between alcoholic and non-alcoholic drinks during one occasion, and shop for friends who are moderating or abstaining, it’s key to reflect this range in your inventory and to do so with premium products. The same growing wellness interest among consumers simultaneously drives their prioritization of high-quality beverages made with real ingredients.
sparkling, non-alcoholic wines are ideal for those looking for bubbly without the buzz.
“We are 100% about versatility,” says Brooks Addington, CEO of TÖST, offering a non-alcoholic sparkling wine analog as well as a NA rosé. “90% of people who buy this also buy regular alcohol. We want to give people something more elevated than sparkling water when they’re not looking to imbibe.” Sparkling wine sales explode for New Year’s festivities; 20% of sparkling wine consumption for the entire year happens in December, per IWSR. Considering current consumer behavior, it’s safe to assume many bubbly drinkers want booze-free options.
Craft and premium mixers epitomize versatility: They can be consumed alone or used to make no- or low-ABV drinks or full-strength cocktails.
“We’ve seen fans and bartenders alike experiment with our drinks, crafting hoppy mocktails and even mixing them into cocktails,” says Jordan Bass, CEO and Co-founder of HOPWTR, delivering complex hop flavors in a sparkling, boozefree format, which can also be combined with juices, syrups, non-alcoholic spirits, and even alcoholic spirits.
sparkling, booze-free format – perfect on its
own or mixed with juices, syrups, NA spirits, and
popular cocktails.
“We wanted to make it easier to make the things you want, when you want them,” says Josh Miller, Co-founder and President of Owen’s Craft Mixers, which includes Margarita Mix, Ginger Beer, American Tonic, Espresso Martini Mix, and Transfusion Mix, just to name a few. “A key part of how we think about our brand is, how are we being inclusive of everyone?” To help both on- and off-premise accounts as well as consumers, Owen’s prints what spirits each product pairs best with on its packaging, while broadcasting they’re also great on their own and in mocktails.
The high-quality, versatile range can and should be a diverse one. Seedlip, for example, is a brand of botanical-driven NA spirits – think Spice 94, with allspice, cardamom, and citrus; or Grove 42, with Mediterranean orange, lemongrass, lemon peel, and ginger. Red Bull sits right alongside this lineup. A household-name energy drink and alcohol-free option on its own, it’s arguably just as famous partnered with vodka. But consider its other flavors from watermelon to coconut to blueberry, and you’ve got a bevy of mocktail and cocktail opportunities.
These non-alcoholic beverages and mixers multiply sales opportunities. A store carrying them communicates they’re a go-to for 93% of consumers who want both alcoholic and non-alcoholic, and for people shopping all ABV levels for entertaining.
“Providing high-quality, non-alcoholic options encourages inclusivity, enhances the account’s appeal, and taps into a growing demand for sophisticated alcohol-free or low-ABV beverages that can boost revenue,” says Origlio Brand Manager Pete Steffy.
It’s not only more choice across ABV that leads to higher totals at the register, but those premium products, too. Addington points out that sparkling juices have long been the booze-free offering for celebrations; now many consumers want something better made, less sweet, and lower-calorie, which is where TÖST fits in. He encourages retailers to display brands like TÖST with their other sparkling ciders and wines, so shoppers see this craft, booze-free option, leading to a higher turn at checkout. Miller also emphasizes the value in displaying Owen’s alongside any alcoholic and non-alcoholic spirits highlighted for different holidays – their Margarita Mix alongside premium tequila for Cinco de Mayo, for example, or their Sparkling Cranberry alongside sparkling ciders for Thanksgiving.
The same dynamic unfolds on-premise.
“55% of customers in a restaurant don’t actually buy alcoholic beverages,” Addington says. “That’s a missed sale for the restaurateur. Culturally, you can’t get by now serving someone a glass of water or soda. Especially in fine dining, people want something elevated to match their meal.” Brands like TÖST are an instant upsell opportunity. Mixers like Red Bull, Seedlip, or Owen’s, Steffy points out, offer the same promise, especially because talented bartenders enjoy using them to showcase their creativity.
“The time is now, the demand is here,” Fienning says of the urgency around diversifying your inventory from zero- to full-alcohol. There’s never been a better time, she adds, considering that current no- and low-ABV brands are “getting smarter, more delicious, and more design-forward with every release.”
“If you’re not stocking thoughtful NA options, you’re missing a revenue and a reputation opportunity,” Fienning states. “More importantly, you may be signaling to a portion of your patrons that their experience matters less. And that’s not where the future of hospitality is headed.”
Some popular non-alcoholic beverages and mixer brands provide recipes for crowd-pleasing drinks.
HOPWTR Mock-arita Magic
Ingredients:
3 oz. fresh pineapple juice
½ oz. agave
¼ oz. sweetened ginger juice
3 drops liquid chlorophyll
Lime HOPWTR (to top)
Garnish: mint and lime wheel
Instructions:
Add all ingredients except Lime HOPWTR to a shaker tin.
Shake well with ice and strain into a glass over fresh ice.
Top with Lime HOPWTR.
Garnish with mint and a lime wheel.
Owen’s Espresso Martini: Two Ways
To create a non-alcoholic Owen’s Espresso Martini: simply shake and pour into a chilled martini glass. You can add any personal favorites, like a splash of cold-brew coffee or a flavored coffee creamer.
To create an alcoholic Owen’s Espresso Martini: add 2 oz. of vodka and 4 oz. of Owen’s Espresso Martini Mix to a shaker, shake well, and strain into a chilled martini glass. To garnish either for holiday festivities, Miller recommends crushing candy canes to rim glasses.
About the Author: Courtney Iseman is a Brooklyn-based freelance writer covering craft beer and spirits for Food & Wine, Craft Beer & Brewing, Brewing Industry Guide, PUNCH, Inside Hook, VinePair, Thrillist, Wine Enthusiast, and more.