The Non-Alc Boom: It’s a Mindset Shift, Not a Midlife Crisis

Here's our pick of the month: 🥁 Cue the sigh of relief when I spot this at the bar: Cornish-brewed Shorebreak Hazy Pale by Firebrand Brewing Co. It's a total winner.

High & Dry is here to share the latest trends, predictions, and insights as this movement continues to grow. Stay tuned for more.

3 Non-Alc Exits in 3 Weeks. What’s Going On?

Two surprising exits just shook the non-alc world. Mash Gang sold to DioniLife, and YOURS Non-Alcoholic Wine went to Lead The Way Ventures.

And then there was one that has been on the cards for some time, Distill Ventures - Ritual, finally exits to Diageo.

Here’s what this means:

• Deal terms are changing: Opportunistic buyers, realistic sellers.

• DTC brands are thriving: Both Mash Gang and YOURS built a strong online presence.

• Big Alc isn’t the only exit route, but it is still a viable option

• Non-alc is here for the long haul.

What do you think? Are more deals coming?

Up & Coming: Happy Tea

It doesn’t matter where you are in the world. Tea is a unifier. Globally tea is the second most consumed beverage (after water, no surprise!), has always brought people together. From socialising with friends, to tea ceremonies, or having a moment alone to pause.

Happy Tea takes this tradition to new heights, but it's not just another tea brand. It’s a healthier alternative to alcohol, born from the personal microdosing journey of founder Sara Budhwani.

Sarah’s blends are crafted with natural ingredients, designed to boost your mood, elevate your mornings, or sharpen your focus, and more.

Not only is Happy Tea a great product, well packaged and beautifully marketed. It’s also a business on a mission to break stigmas and offer a fresh conscious way to enjoy social rituals. Where magic truffles are legal (Holland) Sara can supply them - however for markets where it is not you can order the tea and provide your own additions if you desire.

Hippie Water: The THC-Infused Drink That’s Redefining Social Drinking

Imagine this: you’re out with friends, enjoying the weekend, but there’s that nagging feeling the next morning—the one that reminds you alcohol just isn’t your friend anymore. It messes with your sleep, leaves you feeling sluggish, and throws off your well-being. Sound familiar? For actress Sasha Pieterse, this wasn’t just an occasional annoyance—it was a full-blown health crisis.

Sasha, who battled undiagnosed PCOS and epilepsy for years, discovered that alcohol was making her symptoms worse. It was wrecking her sleep, triggering seizures, and causing stress she couldn’t afford. But like many of us, alcohol had woven its way into her social life, making it hard to quit. That’s when she had an idea—what if there was a way to enjoy social moments without the negative side effects?

Enter Hippie Water, the THC-infused sparkling beverage Sasha co-created with her friend and food scientist, Taylor. Together, they crafted a drink that’s functional, plant-based, and delicious, offering a clean alternative for those looking to kick alcohol to the curb. No added sugar, no artificial flavors, and a higher juice content than most other options. At 30 calories or less per can, it’s a guilt-free way to unwind.

In just the first 60 days, Hippie Water racked up $77,980 in sales, with over 21,000 cans sold and a 4.9-star rating. And with a partnership with Total Wine in Florida, Texas, and Arizona, this bootstrapped brand is ready to take the cannabis beverage market by storm.

Hippie Water isn’t just another drink—it’s a movement, offering people a healthier, more mindful way to relax and connect.

Snippets - High

• Louisiana is advancing a bill to ban THC-infused drinks by reducing the legal THC limit in consumable products to 0%, which would eliminate THC seltzers and gummies from the market if passed into law.

• Despite President Biden's promises on cannabis reform, he has yet to release anyone in prison for cannabis-related offenses, granting only 1.4% of clemency petitions and running out of time to fulfill his pledge.

• Cannabis legalisation is expanding, saving money on enforcement and growing its home cultivation market, setting a potential model for other EU countries.

• A new psychedelic church, The Community of PACK Life, has opened in Colorado Springs, offering psilocybin mushrooms and DMT as sacraments, taking advantage of the state's recent decriminalisation of natural psychedelics.

Snippets - Dry

• LA’s first nonalcoholic bar, STAY., closed after eight months due to challenges in attracting enough customers despite the rising interest in zero-proof beverages.

• New Gallup data shows Americans are drinking less, but it overlooks the growing influence of women and BIPOC consumers reshaping alcohol trends.

• Alcohol-free beer is gaining popularity, even at Oktoberfest, with most tents now offering it as an option, reflecting a broader trend as breweries like Weihenstephan see growing demand for non-alcoholic versions of their classic beers.

• At the 2024 Free From Drink Awards, Gun Brewery took home two golds, with their Numb Angel Lager winning Drink Product of the Year. Free Damm Tostada 0.0% and Bax Botanics Sea Buckthorn also won golds in the Low/No Alcohol category, highlighting the growing demand for quality alcohol-free options.

Cheers to the Future of Drinking! 🍻

Whether you're diving into the non-alc scene or staying curious about the latest in THC-infused drinks, there's no shortage of exciting developments to explore.

At High & Dry, we’ll keep you updated on every twist, turn, and trend in the dry economy.

Got thoughts on these stories?

Hit reply—I’d love to hear them.

Until next time,

Daniel

Founder, High & Dry