Non-Alc Category Evolving from “Early Adopters” to “Early Majority”

Dear Client: On Friday, the Adult Non-Alcoholic Beverage Association (ANBA) hosted a roundtable of ANBA board members and executives from leading non-alc brands to discuss the growing category's trajectory and top consumer trends as we head into Dry January. The ANBA defines adult non-alc beverages as products that contain 0.5% abv or less that are marketed to legal drinking age adults as alternatives to beverage alcohol. The organization caters to companies in all three tiers of beverage alcohol that play