Beyond Dry January: Non-Alcoholic Beverage Trends You Need To Know

What are non-alcoholic beverages? 

Non-alcoholic beverages encompass a wide range of office drinks designed to deliver enjoyment without the buzz. In an office setting, they provide employees with options that feel indulgent yet align with wellness goals and productivity.

When managing a workplace setting, there are two ways to think about incorporating non-alcoholic beverages:

Zero-Proof Options: This approach focuses on delivering traditional alcoholic drinks like beer, wine, and cocktails—but without the alcohol. Examples include:

• Non-alcoholic beer
• Non-alcoholic wine
• Zero-proof cocktails 

More Alternative Options: This approach focuses on allocating your alcohol budget to expand non-alcoholic drink categories.  Examples include:

• Functional beverages infused with electrolytes, adaptogens, or vitamins
• Kombucha
• Sparkling water with unique flavors

Why are consumers opting for non-alcoholic options? 

The rise in non-alcoholic beverage consumption reflects broader shifts in consumer behavior, driven by a combination of health, social dynamics, and financial considerations. Employees are increasingly choosing non-alcoholic drinks for reasons that go beyond just avoiding alcohol. 

Nearly 28% of Americans aged 21 and older did not drink alcohol at all in 2023, and the trend is gaining momentum. Here’s why non-alcoholic options are becoming the go-to choice:

• Health and wellness: Many are opting for non-alcoholic drinks to improve their physical health. With the desire to avoid hangovers, impaired productivity, and the long-term health effects of alcohol, non-alcoholic beverages offer a healthier pantry alternative without compromising on flavor or enjoyment.
• Mindful consumption: For those who still enjoy social rituals, reducing alcohol intake is a way to stay engaged without the side effects. The rise of non-alcoholic options is about more than restriction—it’s about making conscious choices that align with personal wellness goals and values.
• Social inclusivity: Non-alcoholic drinks create more inclusive environments where everyone feels comfortable, regardless of their drinking preferences. With 29% of non-drinkers reporting that they feel judged for not drinking alcohol, offering a variety of non-alcoholic options helps ensure that no one is left out in social settings.
• Cost savings: The financial aspect is also a factor. With many employees spending upwards of $1,200 a year on alcohol, non-alcoholic options provide a cost-effective pantry alternative without sacrificing the experience of a refreshing drink.
• Occasion versatility: Non-alcoholic beverages are versatile, fitting seamlessly into any occasion—from lunch meetings to happy hours. This flexibility allows employees to enjoy the experience without feeling pressured to drink alcohol.

“Even folks who don’t choose to abstain entirely are increasingly reaching for non-alcoholic options as a way to enjoy the relaxation associated with a beer or cocktail without the side effects,” says Jeff Nash, Crafty’s Senior Director of Operations.

Who is drinking non-alcoholic beverages? 

The surge in non-alcoholic beverage consumption is being driven largely by younger generations, particularly Gen Z and Millennials, who are prioritizing balance and wellness in their lifestyles. For these groups, drinking less—or not at all—is less about restriction and more about making choices that align with their values and health goals. 

This shift reflects a broader cultural embrace of mindful consumption and inclusivity. A recent study revealed some interesting numbers about this trend: 

• 41% of Americans are trying to drink less alcohol.
• 1 in 3 Americans identify as mindful drinkers, which means they are more considerate of how often, how much, and how long they are drinking. 
• 36% of Gen Z is going alcohol-free for their mental health. 
• Here are some of the other reasons Gen Z cited they wanted to drink less: 
  • Save money
  • Improve physical health
  • Make a lifestyle change 
  • Lose weight
• 49% of Millenials are also exploring the sober-curious movement.
• While 84% still feel drinking is a big part of America’s culture, that’s down 9 percentage points from 2023.
• 1 in 3 Americans tried a non-alcoholic drink in 2023.

What are good non-alcoholic drinks for an office party?  

Whether you're catering to employees who are sober curious, prefer to avoid alcohol, or simply want a more inclusive selection, these beverages are sure to elevate the experience. 

"The non-alcoholic drinks category has changed drastically over the last few years," says Vaibhav Shastry, Crafty's Merchandising Manager. "It's no longer just the one O'Doul's or Lager option! Now there are non-alcoholic beers that occupy every type of brew, seltzers, and wines. There are even beverages navigating white space creating something completely versus just imitating alcoholic beverages." 

Here are some of the brands Vaibhav is keeping an eye on: 

• Lagunitas Hoppy Refresher: A crisp, hoppy sparkling water with a refreshing bite, perfect for those who love the taste of beer without alcohol.
• HopWtr: A sparkling water infused with hops, offering a refreshing, beer-like flavor that’s perfect for an office party.
• White Claw Non-Alcoholic Seltzer: A non-alcoholic version of the popular hard seltzer, delivering all the crisp, fruity flavor of White Claw without the alcohol.
• Heineken 0.0: A pioneer in non-alcoholic beer, offering the same crisp taste without the alcohol.
• Giesen 0% Wines: Premium non-alcoholic wines like Riesling and Chardonnay, crafted with the same care as their alcoholic counterparts.
• Free Spirits: Non-alcoholic spirits that bring cocktails like Negronis and Espresso Old Fashioneds to life.
• Athletic Brewing: Award-winning non-alcoholic craft beers with bold, innovative flavors.
• MOSS: Inspired by the ocean’s vitality, MOSS combines sea moss with adaptogens like ashwagandha and eleuthero ginseng to create functional, refreshing drinks.
• Liquid Death: Not your average sparkling water—Liquid Death’s edgy branding, crisp taste, and mountain spring origins make it a standout choice for any office party lineup.

How to incorporate it into your office pantry program? 

Introducing non-alcoholic beverages into your office pantry is all about aligning with your team's preferences and making thoughtful decisions based on data. Here's how you can effectively incorporate these options while keeping your pantry experience dynamic and inclusive:

• Understand Your Team's Preferences: Start by surveying your team or using informal feedback to gauge their preferences. If your team loves its usual beer selection, no need to make any drastic changes. But, if the feedback reveals that no one’s drinking it, that’s your cue to switch things up.
• Look at Your Data: If you have access to pantry consumption data (like through the Crafty Platform), now’s the time to analyze it. Even if people say they love beer, the actual consumption habits might tell a different story. If beer is barely being touched, it’s a clear sign to scale back or switch it out for something else.
• Walk Before You Run: When introducing non-alcoholic options, start small. Add a few choices or a variety pack of multiple flavors, and see how they’re received. If the vibes are good and the data backs it up, then you can expand your selection. There’s no need to go overboard until you know what works best for your team.
• Don’t Make Quick Assumptions: If your non-alcoholic drinks don’t take off as expected, don’t panic. It doesn’t mean the concept is a bust. It might just mean that the specific product you chose didn’t resonate with your team. Try swapping it for a different flavor or brand, or experiment with how and where you display the options to catch attention.

By following these steps, you can smoothly introduce non-alcoholic drinks into your pantry, ensuring they enhance your office culture and provide more choices for everyone.

Conclusion

The rise of non-alcoholic beverages is more than a trend; it’s a shift toward mindful, inclusive, and versatile drinking habits. Whether it’s a kombucha at lunch or a non-alcoholic Negroni after hours, these options are here to stay. By incorporating them into your office pantry, you’re not just keeping up with the times—you’re creating a space where everyone can feel seen, supported, and refreshed.