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The Rise of No-ABV Icons: Who’s Shaking Up the Scene Next?

From celebrity-backed brands to brewing breakthroughs, the High & Dry world is heating up.

Author

Daniel Rowntree
November 03, 2024

I had the pleasure of attending Brewers Congress recently, and it was an eye-opener.

I got to chat with Caitlín McErlean from Cloudwater Brew Co, who broke down just how complex and lengthy the non-alc brewing process can be.

Spoiler alert: it’s no walk in the park.

In fact, brew days for non-alc options are more challenging than brewing traditional alcoholic beverages!

Daniel. Founder of High & Dry

This really hit home for me, especially when it comes to the common misconception that non-alcoholic drinks should be cheaper just because they don’t contain alcohol. The reality is, these products often require more steps and effort to produce.

So, how do we tackle this as an industry? Instead of gatekeeping the process, I believe we need to educate consumers.

Non-Alc Takeover? The Next Big Moves in Booze-Free M&A

Almost as quickly as I pressed send on my last newsletter, things shifted again. A couple of months ago I predicted a slow-down in non-alc mergers and acquisitions due to Big Alcohol stocks declining—but turns out, I was wrong.

Just last week, LVMH announced their investment in French Bloom, showing that the non-alcoholic space is hotter than ever.

It got me thinking—who’s next? Could Ghia get fully scooped up by Pernod Ricard? Will Heineken Beverages go after De Soi, like they did with SERVED® and G Spot? I’d also keep an eye on brands like Lucky Saint and Parch Spirits Co, both of which seem primed for a big move.

The pace of this industry’s evolution is relentless, and it’s clear that the non-alc category is not slowing down anytime soon. So, who do you think is the next big player to exit? Let’s hear your predictions!

Celebs Are Making Sobriety Cool—and It’s Going Mainstream

Will celebs drive non-alcoholic drinks into the mainstream? We think so, and it’s about time. With stars like Tom Holland, Lewis Hamilton, and Katy Perry backing brands like Bero, Almave, and De Soi, the sober movement is no longer niche—it’s in the spotlight.

Take Holland’s Bero. His sobriety journey has been public, and now he’s got the perfect answer to "what do you drink if not alcohol?" It’s a personal project that reflects his lifestyle, not just a quick cash grab. Similarly, Lewis Hamilton’s Almave and Gillian Anderson’s G-Spot tonic aren’t just celebrity endorsements; they’re thoughtful, aligning with mindful living and wellness trends.

These aren't random tequila or gin launches; they actually mean something to the people behind them. The only downside? Most of these brands are launching in the U.S. first, so UK fans are left waiting. Which British celeb will join next? Time to step up and get the dry movement moving here!

Snippets - Dry

  • Trip Drinks and Calm teamed up to launch Canned Calm in the U.S.—a botanical drink paired with a 3-month Calm app subscription for some serious chill vibes.

  • Tom Holland’s alcohol-free brand, BERO, makes its U.S. debut on a Times Square billboard, marking a huge milestone with a little help from Shopify.

  • Nearly 80 alcohol-free brands urge the UK government to update labeling rules to align with the global 0.5% ABV standard, simplifying choices for consumers.

  • Stonegate Group partners with Days Brewing to bring 0.0% beers to over 1,500 pubs, celebrating with free giveaways to meet the rising demand for alcohol-free options.

Snippets - High

  • New research from Kaiser Permanente finds no link between prenatal cannabis use and early childhood developmental disorders or autism, up to age 5.

    Legalising cannabis could net the UK Treasury up to £9.5 billion annually, with CLEAR’s new plan outlining a framework for regulated cannabis sales, home cultivation, and taxation to support public health, reduce crime, and boost the economy.

    A study shows that after Georgia legalised cannabis in 2018, young adult use didn’t increase, and the average age of first-time use actually rose—offering insights for countries considering similar policies.

    Veterans in Massachusetts advocate for a ballot measure to decriminalise medical psychedelics, arguing it offers critical mental health relief for treatment-resistant PTSD and depression.

The Next Wave in the Dry Drink Revolution 🍻

From non-alc power moves to celeb-backed brands redefining “cool,” the landscape of mindful drinking is evolving fast. Whether you’re here for the booze-free buzz or staying curious about where the dry economy is headed, we’ll keep you in the loop with every shakeup and shift.

Got thoughts on the latest trends? Hit reply!

I’d love to hear what you think.

Until next time,

Daniel

Founder, High & Dry