Sober-curious adults are cutting back on alcohol without giving up the ritual of a good drink. They want options that feel adult and social rather than like a consolation prize. Brands in this group include Athletic Brewing, De Soi, Kin Euphorics, Ghia, Seedlip, Hop Wtr and Ritual Zero Proof. Studying their ads shows how non-alcoholic brands borrow from wine, cocktail and wellness language, how they handle occasions, and what hooks make a first purchase feel like an upgrade.
Many still drink sometimes. They want choice, not a label, and resist messaging that sounds like recovery or restriction.
The drink must fit dinners, parties and happy hours so they do not feel left out.
They want complexity and bitterness, not sugary mocktails, and compare options to the drinks they replace.
Better sleep, clearer mornings and fitness goals often drive the shift, alongside health awareness.
Packaging, glassware and tone matter because the drink is seen by others at the table.
Ages skew toward the 20s through 40s, and many are active, urban and open to trying new brands.
Almave is the world's first super-premium distilled non-alcoholic blue agave spirit, launched October 2023 by seven-time Formula One champion Lewis Hamilton and Casa Lumbre co-founder and master distiller Iván Saldaña. The product is made from 100% blue Weber agave grown in the same region as tequila, processed identically except that fermentation — the step that creates alcohol — is skipped. Almave launched with two expressions: Ámbar (for sipping, $39.99/700ml) and Blanco (for mixing, $35.99/700ml). In 2025, Casa Lumbre and Hamilton expanded the line with Almave Humo, a non-alcoholic mezcal alternative. The brand sits at the intersection of the global sober-curious movement and Hamilton's personal wellness-focused lifestyle, giving it credibility both in the premium spirits channel and among health-conscious consumers. Casa Lumbre, which also produces Mijenta tequila and Montelobos mezcal, provides world-class production infrastructure.
Athletic Brewing is a Milford, CT non-alcoholic craft brewery co-founded in 2017 by Bill Shufelt (ex-hedge fund) and brewer John Walker. It is the largest NA craft brewery in the US, offering IPAs, stouts, and wheat beers that compete on taste with alcoholic craft beers. Backed by a $150M+ valuation with AB InBev participation. Also searched as Athletic.
BREZ (drinkbrez.com) is a West Palm Beach-based functional beverage brand founded in 2023 by Aaron Nosbisch. It blends hemp-derived THC with Lion's Mane mushrooms to create a clear-headed, alcohol-free social tonic sold DTC nationwide.
Botivo was founded in 2021 by Sam Paget Steavenson — who created the drinks served at the 2018 Royal Wedding — and Imme Ermgassen. The alcohol-free aperitif is made from five raw ingredients including apple cider vinegar and wormwood, hand-blended in small batches at Lannock Farm over more than a year. It has won critical acclaim as one of the UK's finest NA alternatives.
Cann is an LA-based low-dose THC+CBD social tonic co-founded in 2019 by Jake Bullock and Luke Anderson (both ex-Bain & Company). Each 8oz can contains 2mg THC and 4mg CBD — designed to deliver a mild social buzz equivalent to one glass of wine. With $32M raised and celebrity investors including Gwyneth Paltrow and Rebel Wilson, it is the leading cannabis beverage brand in the US.
Day One Beverage (drinkdayone.com) makes zero-calorie CBD-infused sparkling water with real fruit juice. The brand targets health-conscious and sober-curious consumers seeking a daily functional hydration option with 20mg broad-spectrum hemp CBD per can. Also searched as Day.
De Soi is an LA-based non-alcoholic sparkling aperitif co-founded in 2022 by Katy Perry and winemaker Morgan McLachlan. Each can contains adaptogens (ashwagandha, L-theanine, lion's mane) and natural botanicals, positioned as a sophisticated wine alternative for the sober-curious. The Katy Perry co-founder story drove significant launch press coverage.
Genki Forest (元气森林) was founded in 2016 by game industry veteran Tang Binsen in Beijing. The brand disrupted China's beverage market with zero-sugar sparkling water using erythritol sweetener, packaged in Japanese-aesthetic cans. Valued at $6B+ at peak, Genki Forest expanded to 40+ countries and challenged Coca-Cola and Suntory in the healthy beverage segment. Also searched as Genki.
Ghia is a New York-based non-alcoholic aperitif founded in 2020 by Melanie Masarin (former Glossier). It uses a Mediterranean botanical formula — gentian, yuzu, rosemary — and a minimalist can design that earned it Vogue, WSJ, and New York Times coverage at launch. Available DTC, at Whole Foods, Erewhon, and Total Wine.
Haus is a Sonoma-based low-ABV aperitif brand co-founded in 2019 by Helena Price Hambrecht and Woody Hambrecht. It built 100K+ email subscribers via referral before launch and pioneered the US DTC aperitif category. After Constellation Brands withdrew a $10M funding round in 2022, Haus nearly shuttered but was acquired by CPG incubator The Naked Market and resumed operations.
Heaps Normal is an Australian food and beverage brand producing non-alcoholic craft beer, founded in 2020 and positioned within the growing low- and no-alcohol beverage category. The brand sells through retail and online channels and advertises via Meta placements targeting the sober-curious market.
Hiyo is an organic social tonic brand founded in 2021 in Venice, California by Evan Quinn (CEO), George Youmans (CRO), and Cygne Cooper (CBO). The brand grew from a personal mission: in April 2019, Quinn and Youmans each had family members hospitalized for alcohol-related issues, leading both to cut back on drinking and eventually to create a functional beverage that could replace alcohol's social role. Hiyo's drinks are formulated with natural adaptogens, nootropics, and functional botanicals to support mood and social ease without intoxication. The brand built its following through sustained TikTok community engagement before securing major retail partnerships including a Live Nation venue deal — making Hiyo available at concerts and events — and expanding into Costco and nationwide Target in 2026. The brand's authentic founding story and community-first growth model distinguish it in a category increasingly populated by VC-backed launches.
Hop Wtr is an LA-based hop-infused sparkling water brand co-founded in 2020 by Jordan Bass and Nick Taranto (co-founder of meal-kit brand Plated). Each can contains hops, adaptogens, and nootropics with zero alcohol and zero sugar. After a Shark Tank appearance and investment from Btomorrow Ventures (BAT), it distributes at Whole Foods, Target, and Amazon. Also searched as Hop.
Kin Euphorics is a New York-based nootropic and adaptogen NA drink brand co-founded in 2018 by Jen Batchelor with supermodel Bella Hadid as investor and creative collaborator. Designed for social occasions — bars, parties, dinner — as an alcohol alternative. Available at DTC, Whole Foods, and Erewhon. Also searched as Kin.
Lucky Saint is a premium British non-alcoholic lager founded in 2018 by Luke Boase and brewed in Bavaria, Germany. Boase launched the brand after becoming frustrated with the quality of UK alcohol-free beer options, spending two years collaborating with European breweries to develop a product that could stand alongside premium lagers in taste and presentation. Lucky Saint is the brand behind the 'Not Another Beer Co Ltd' entity incorporated in the UK in August 2017. The brand became the first NA lager to crack meaningful UK pub draught placement — a critical credibility and trial milestone in a market where on-premise consumption drives brand perception. In 2023, Lucky Saint raised more than £10M in a Series A round led by JamJar Investments (the private equity arm linked to Innocent Drinks) and Beringea VCT — the largest Series A raised by an alcohol-free beer brand in Europe at the time. DTC subscription and UK supermarket listings round out the distribution model. Also searched as Lucky.
Lyre's was founded in 2019 by Australians Mark Livings and Carl Hartmann and is headquartered in London. The brand offers over 14 non-alcoholic spirit alternatives — from bourbon to amaretto — named after the Australian lyrebird's mimicry ability. It has become the world's largest NA spirits range with distribution in over 60 countries and offices in London, Sydney, New York, Singapore and Amsterdam.
Monday Distillery is a food and beverage brand producing non-alcoholic spirits designed as alternatives to traditional gin and other liquors. The Australian brand sells direct-to-consumer and through retail, advertising via Meta placements to health-conscious and sober-curious drinkers.
Naked Life Non-Alcoholic Spirits is a Melbourne-founded brand established in 2019 by David Andrew. Positioned as Australia's top-selling non-alcoholic RTD cocktail brand, it sells through its own DTC website and major supermarkets including Woolworths. The brand has expanded to the US through a distribution deal with Molson Coors. Also searched as Naked.
Punchy was founded in London in 2018 by Paddy Cavanagh-Butler and Charlie Hobhouse. The brand creates ready-to-serve cocktail mixers and low-ABV canned cocktails, targeting health-conscious social drinkers who want a sophisticated drink without full-strength alcohol. Known for rum-punch origins in 4% and 0% ABV variants.
Recess is a New York-based CBD-infused sparkling water and adaptogen brand founded in 2018 by Benjamin Witte. It pioneered the now-ubiquitous pastel calm-brand aesthetic in functional beverages and built a substantial DTC audience through Instagram-first marketing. Its "stress index" real-time campaigns linked product to current events (elections, work stress).
Ritual Zero Proof is a Chicago-based non-alcoholic spirit alternative brand co-founded in 2019 by Marcus Sakey, GG Sakey, and David Crooch. It produces 1:1 NA replacements for whiskey, gin, tequila, and rum designed to swap directly into any cocktail recipe. Diageo invested via Distill Ventures; the brand is distributed at Target, Whole Foods, and Total Wine. Also searched as Ritual.
Seedlip is a London-based non-alcoholic spirit brand founded in 2015 by Ben Branson. Inspired by a 1651 distillation book, Branson created the world's first distilled NA spirit. It sold out of its first 1,000 Selfridges bottles in three weeks. Diageo invested via Distill Ventures and later acquired the brand, which operates across 25+ countries.
Surely Wine is an Austin-based non-alcoholic wine brand founded in November 2020 by Ryan Hanson and Justin Mares. The brand uses dealcoholization technology to produce NA wines that genuinely replicate the taste and complexity of traditional wine — addressing the quality gap that had made non-alcoholic wine a reluctant compromise for most consumers. Surely grew via DTC subscription targeting wine lovers participating in the sober-curious movement, Dry January, and alcohol-reduction trends, positioning itself as a product for people who love wine but want to drink less. The brand has expanded into retail and broadened its SKU range to include sparkling rosé, white, and red options. Also searched as Surely.
TRIP is a UK-based functional wellness drinks brand founded in 2019 by Olivia Ferdi and Daniel Khoury — a husband-and-wife team who discovered CBD as a recovery and stress tool and launched what became the UK's number one CBD brand (Nielsen). TRIP entered the market as a lightly sparkling CBD-infused drink before evolving its portfolio to include a Mindful Blend (Lion's Mane 100mg, Magnesium 120mg, Ashwagandha 100mg) that expands appeal to audiences in markets where CBD regulation is restrictive or where consumers prioritize functional ingredients over cannabinoids. The brand became a TikTok UK phenomenon in 2023–24, generating organic traction through authentic wellness content that aligned perfectly with platform trends around anxiety, cortisol, and stress management. TRIP holds 88% of the UK CBD drinks market and is positioned as the fastest-growing soft drinks brand in Britain.
Three Spirit is a London-based non-alcoholic botanical spirits brand founded in 2018 by a team of plant scientists and world-class bartenders. The brand launched three core expressions — Livener, Social Elixir, and Nightcap — each designed to deliver a specific functional mood shift through maximally potent botanical extraction: adaptogens, nootropics, herbs, distillates, and ferments. Three Spirit established its US presence in 2021 and became the prestige choice for cocktail-savvy sober-curious consumers in upscale bars and restaurants. The brand received multiple major industry awards including Great Taste stars, a double gold at the San Francisco World Spirits Competition for Nightcap, and IWSC No & Low Producer of the Year 2022 with three gold medals. In October 2025, Three Spirit was acquired by Amber Beverage Group, a Latvian spirits and beverage conglomerate, giving the brand significant international distribution infrastructure. Also searched as Three.
Wild Idol was founded in 2021 by Paul Beavis, former Managing Director of Champagne Lanson. The brand produces premium alcohol-free sparkling wine made without the dealcoholisation process, achieving listings in Michelin-starred restaurants and high-end UK retailers, and positioning itself as the first alcohol-free wine worthy of celebration occasions.
Lead with the occasion, not the absence. Show the dinner, the aperitivo hour, the weekend hike or the cocktail party, and place the drink naturally inside it. The message is that you are not missing out. Taste has to be credible. Use ingredient storytelling, serving rituals and comparisons to the experience of wine, beer or cocktails without claiming it is identical. Creators pouring, mixing and reacting give viewers a sense of flavor they cannot taste through a screen. Choose the emotional frame carefully. Many in this audience dislike preachy sobriety messaging. Wellness, energy and mornings that feel better are stronger entry points than judgment about drinking. Avoid unverified health claims, especially around adaptogens or functional ingredients. Offers like variety packs and starter bundles lower the risk of picking the wrong flavor. Subscriptions suit habitual drinkers, while gifting and seasonal moments, such as dry months, give natural peaks to plan around.
The sample brands approach one need from different directions. Athletic Brewing speaks to beer drinkers who want the taste without the effects, Seedlip and Ritual Zero Proof serve people building cocktails, De Soi and Kin Euphorics blend adaptogen language with an elevated social feel, Ghia adopts a design-forward aperitif identity, and Hop Wtr sells a clean, zero-sugar alternative. When reviewing their ads, look at which drink they position against, how they depict an evening and what visual language they use to signal adult sophistication. Compare the formats that repeat, such as pour shots, creator tastings and lifestyle scenes. The gap to look for is the occasion or drinker that nobody has spoken to yet. Save the strongest examples as you go, then group them by angle, format and offer so patterns across brands become obvious before you brief your own creative.
Athletic Brewing, De Soi, Kin Euphorics, Ghia, Seedlip, Hop Wtr and Ritual Zero Proof all offer alcohol-free or alcohol-alternative drinks aimed at adults who want to drink less but stay social. Browsing the full brand list on this page shows how each one positions its product, so you can compare angles, offers and creative side by side before planning your own.
They place the drink inside real social occasions, use pour and serve visuals, rely on creator tastings and borrow language from wine, beer and cocktails to signal an adult experience. Searching their live ads in AdLibrary lets you compare hooks, formats and offers across brands, and see which creative approaches stay in market longest.
Positive framing around occasions, taste and feeling good tends to land better than preachy sobriety messaging. Avoid unsupported health claims. Test one message at a time and review what competitors keep running over many weeks, since long-running ads often point to angles that work.
This is a fast-moving category with distinct lanes, so studying competitors helps you spot which occasions, flavors and tones are crowded and where there is room. Saving examples into a swipe file makes it easier to spot repeating patterns across brands and brief your creative team with real references.
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