Just a few years ago, non-alcoholic beverages didn’t roam far from a handful of beer brands targeting people who don’t drink. But now, N/A beverages include wildly innovative canned cocktails, wine and flavor-filled microbrews. The flood of new products has hatched the rise of an entire N/A CPG category, and the formation of a trade association devoted to booze-free adult drinks. And consumers now include far more than those who reject alcohol. In fact, most N/A customers do drink—they’re exploring the category because they want to cut back, or to offer beverage excellence when entertaining for their non-drinking friends. In both cases, Gen Z’s pivot away from alcohol contributes toward the category’s expanding footprint.
Where is the category headed? What are best practices for merchandising? What challenges face the industry? Watch this panel of industry leaders to find out!
Education Track: Nutrition & Special Diets
*This session is included with Exhibit Hall Badge.
