Why NA libations? Why Napa? Why now?
So many questions, but I’m glad you asked. People of all ages are reassessing their health and lifestyle choices, and drinking habits are part of that conversation. It’s a complex and personal issue, with younger generations leading the charge. Trends like “zebra striping” (alternating between NA and alcoholic drinks during a session) and “bookending” (beginning and ending a session with an NA beverage) are gaining popularity.
This trend is happening everywhere, but Napa offers a unique vantage point. Napa’s blend of culinary talent and beverage expertise, along with its reputation for hosting sophisticated food and drink lovers from around the world, make it the perfect laboratory for crafting innovative non-alcoholic creations.
And these NA creations are no longer just for those who abstain from alcohol. Take me, for instance. After decades in the wine industry, I’ve found that I feel better when drinking less. I still enjoy beer, wine, and spirits, but I’m popping fewer corks than I did a few years ago. It’s not about giving up alcohol but finding more balance.
It’s a fascinating world when people who drink alcohol are also drinking non-alcoholic beverages—and are doing so on purpose! People are realizing that you can have your cocktail and keep your wits about you, too. Whether it’s wanting to maintain clarity for that 8 a.m. Zoom meeting, sticking to a fitness regimen, or increased mindfulness about when, why and how much we drink, more and more folks are reaching for NA options.
The Sober-Curious Movement – by the numbers
The sober-curious movement has gained significant traction, particularly among millennials and Gen Z. Research shows that 58% of Gen Z adults are drinking less alcohol than older generations at the same age, and 82% of millennials say they drink less alcohol now than they did before the pandemic. This trend is growing, as 30% of NA consumers say they’ve increased their NA beverage intake in the past year.
The global market for non-alcoholic beverages is booming, expected to reach $1.6 trillion by 2025. Brands like Seedlip, the world’s first distilled non-alcoholic spirit, and Ritual Zero Proof, known for their non-alcoholic whiskey, gin, and tequila alternatives, are leading the charge. Seedlip’s founder, Ben Branson, started the company in 2015, and within a few years, it became a staple in high-end bars and restaurants everywhere.
If you were paying attention, you may have raised an eyebrow at a couple of points in that last paragraph. Sure, the non-alcoholic beverage market is booming, but $1.6 trillion? That massive figure includes ALL drinks without alcohol, not just adult non-alcoholic beverages. It merits noting that the NA adult beverage space is a small, though rapidly growing, niche within that much larger category. And what about Seedlip being the “first distilled non-alcoholic spirit”? That’s what they claim, and as far as I know, it’s true. But what exactly is a “distilled non-alcoholic spirit”? The first time I heard this descriptor I thought it sounded a bit made up, maybe marketing-speak. But actually, it is a true craft that takes much time, effort and expense to get right. There are two ways to create a nonalcoholic Distilled spirit: the first is by infusing water with botanicals, herbs, spices, and fruits through soaking, steam distillation or by vacuum distillation. This is how Seedlip and most other producers create their NA libations. The second method starts with an alcoholic base spirit and removes the alcohol using methods like reverse osmosis and spinning cone technology. Brands like Spiritless use this approach for their Kentucky 74 NA Whiskey and Jalisco 55 NA Tequila. The use of these methods to produce NA beverages that mimic the flavors and, in some instances, texture and “burn” of their fully alcoholic counterparts is the novel change that’s driving innovation and growth in this space. Much of this technology has been around for a long time, but there was no market for these kinds of NA products until now.
The world of NA craft spirits has expanded so much that even niche products like non-alcoholic bitters can flourish. In 2021, former French Laundry employees Carly and Ian Blessing launched “All The Bitter” in Napa, specializing in creating non-alcoholic bitters to enhance the complexity of zero-proof beverages and catering to those who seek refined alternatives without the alcohol. The success of these brands highlights a growing demand for sophisticated, adult-oriented NA options that go beyond the traditional soft drink or juice. Social media platforms like TikTok and Instagram are filled with influencers and everyday people, sharing their experiences with mindful drinking, fueling the movement’s growth. NA adult beverage options are no longer limited to a dusty bottom shelf of near beer and bad NA wine. In just a few short years we’ve seen these offerings expand to fill multiple bays at liquor stores like BevMo. There are even stand-alone NA Beverage stores like Spirited Away in New York, Ocean Beach Café in San Francisco and Sans Bar in Austin to name a few.
Athletic Brewing: A Case Study in Non-Alcoholic Success
Another example of this shift is the rapid rise of Athletic Brewing. Founded in 2017 as the first American craft brewer to exclusively make NA Beer, the company has seen explosive growth, recently reaching an $800 million valuation. Their success is proof of the expanding market for non-alcoholic beverages. What’s even more telling is that 80% of Athletic Brewing’s customers also drink alcohol. This statistic highlights the trend: most NA consumers aren’t necessarily giving up alcohol, but instead looking for more options that fit their lifestyle and prefere
nces. Athletic Brewing’s NA craft beers have won numerous awards, demonstrating that quality and taste do not have to be compromised in the absence of alcohol.
Napa Valley: Pioneer in Non-Alcoholic Innovation?
Moving from sprits and beer to the final NA frontier… If you think Napa is all about wine, wine, and more wine, well, you’re mostly right. But even in the heart of America’s wine country, the tide is turning. A notable new entrant is Missing Thorn, a line of NA wines created by Napa vintner Stephanie Honig and renowned Napa winemaker Aaron Pott who has made wine at Quintessa, Black Bird, Pott, and many other ultra-premium Napa wineries. Honig and Pott’s entry into the NA space marks a turning point, showing that wine industry leaders in Napa are taking notice of this trend and taking action to further develop this growing beverage category.
There is also growth in lower-alcohol wines, typically ranging from 6.5% to 9% alcohol by volume (ABV). Innovative American wineries such as Decoy Featherweight by Duckhorn, Arlow, and Sunny with a Chance of Flowers are stepping up to the plate, offering wines that forgo the expensive and complicated full-dealcoholizing process and reduce ABV mostly by adjusting winemaking choices.
Aside from bringing new NA and low-ABV wine concepts to market, wine country taste makers are at the leading edge of developing sophisticated NA bar programs. The best bars and restaurants in Napa like Wilfred’s Lounge, The Fink, Napa Yard, Solage, Be Bubbly, Folklore, and The Archer are serving up non-alcoholic options that are complex, food friendly, and as creative as they are satisfying. These aren’t just afterthoughts; they’re crafted with the same care and attention that goes into their boozy counterparts. As consumers become more educated and discerning, they’re demanding more from what they drink. They want beverages that are complex, nuanced, and, most importantly, delicious, without the requirement of a 48-hour recovery period.
A New Era of Drinking
Changes in alcohol consumption can be a bit unsettling for current producers, and it’s perfectly natural for some to feel anxious or resistant. Adjusting to these shifts can stir up a mix of emotions. However, there’s a bright side to this transition: while some are navigating these changes with uncertainty, many innovators in Napa and beyond are turning these challenges into exciting opportunities. Today’s NA movement is not about “Neo-prohibitionism”. It’s about giving consumers more choices and the ability to choose options that fit their current vibe and tomorrow’s plans. With creative NA cocktails, award-winning NA beers, and lighter wines that are still expressive and complex, Napa’s at the forefront, pushing boundaries and setting the stage for a new, exciting drinking culture.