The rise of no- and low-alcohol beverages isn’t just a passing trend—it reflects a broader cultural shift in how we approach drinking. With Gen Z consuming significantly less alcohol than previous generations, a growing focus on health and wellness, and a demand for more inclusive social experiences, the no/low category is evolving rapidly. But beyond the numbers and market projections, there’s a deeper conversation to be had about why people drink, how choices are shaped, and what the future of social drinking looks like.

Derek Brown has in-depth experience in this space. Once one of the country’s top bartenders and owner of the award-winning Columbia Room, Brown has become a leading voice in mindful drinking. As the founder of Positive Damage, Inc. and author of Mindful Mixology, he advocates for a more thoughtful, intentional approach to drinking—one that isn’t about restriction, but about choice. In this conversation, Brown unpacks the momentum behind the no/low movement, the importance of shifting social norms, and why the future of drinking culture isn’t about abstinence, but about autonomy.

Image: Book - Mindful Mixology authored by Derek Brown.

The no-alcohol segment is projected to grow by $4 billion by 2028, with the U.S. and Brazil as key markets. What factors do you believe are driving this growth, and how can brands sustain the momentum in these regions?

Factors Driving Growth:

1. Gen Z Drinks Less – Gen Z consumes 20% less alcohol than Millennials did at the same age, prioritizing health and social experiences that don’t revolve around drinking.

2. Consumer Behavior – Over 50% of U.S. drinkers are moderating their alcohol intake.

3. Health & Wellness Awareness – Consumers are increasingly aware of alcohol’s impact on sleep, mental health, and disease risks, driving demand for NoLo alternatives.

4. Regulatory Changes & Public Health Initiatives – Health organizations and policymakers worldwide are tightening alcohol-related warnings and shifting dietary recommendations.

Ultimately, this all boils down to two words: health and wellness. Consumers want healthier alternatives to alcohol, but they also want social experiences where drinks are still part of the equation. For many, that means alternating—sometimes called "zebra striping" or "flex drinking." It's not about giving up alcohol; it’s about having choices that fit the occasion.

The best way brands can capitalize on this shift is by offering delicious, healthier alternatives that genuinely live up to the promise of being better for you—no sugary mocktails or artificial flavors. They also need to promote mindful drinking as a norm. While this practice is becoming more common, stigma still exists around not drinking alcohol. Just as alcohol brands have normalized drinking, we need to normalize optionality and inclusivity in social drinking culture.

Image: Derek Brown in conversation.

No-alcohol beverage volumes in the U.S. increased by 29% in 2023. How can this growth be leveraged to further normalize no/low options across the global market?

This growth reinforces a key thesis: consumers want more choices. Supporting organizations that champion their interests—like ANBA (Adult Non-Alcoholic Beverage Association)—and amplifying thought leaders who normalize mindful drinking are two powerful ways to sustain and leverage this shift.

It's not just about reaching new customers, which is often the mantra of emerging brands. It’s about solidifying your base, providing clear reasons—the why behind your product—and telling stories. Stories shape culture, create emotional connections, and help people see themselves in this movement.

That’s why at Mindful Drinking Fest, we focus on bringing together the mindful drinking community. Real change happens when brands, organizations, and advocates collaborate to create a culture where choice, inclusivity, and mindful consumption are the norm.

Image: Mindful Drinking Fest, 2024.

Social pressure, particularly among Gen Z, often deters consumers from choosing alcohol-free options, while challenges like taste perception and pricing also hinder adoption. What strategies do you recommend to address these issues and foster greater acceptance and inclusivity for no/low beverages in social settings?

For the barriers to adoption, I use the acronym: SAVE

a) Stigma – Breaking the perception that NA beverages are only for people who are sober or have quit drinking.

b) Availability – Ensuring they are readily accessible at bars, restaurants, hotels, and retail outlets.

c) Value – Demonstrating their worth through quality, transparency, and fair pricing.

d) Embarrassment – Cultivating a culture where choice and inclusivity are the norm, not the exception.

For solutions to those barriers, I use the sort of silly acronym: PETE

a) Positioning – NA drinks shouldn’t be relegated to the "kiddie section" of menus or shelves.

b) Environment – Context matters; internationally recognized NA lagers belong at sporting events, just as crafted NA cocktails fit high-end bars.

c) Training – Sales teams should understand these beverages, and knowing how to present them without alienating or “othering” consumers.

d) Effortlessness – The experience of ordering and enjoying NA beverages should feel seamless, normal, and enjoyable.

In other words: SAVE PETE.

Premiumization is becoming a key trend in the no/low sector, as seen with luxury options like French Bloom. How do you see the balance evolving between premium and more accessible no/low products?

It takes all kinds. Referring back to PETE, the second E—environment—is key. A beer like Athletic is perfect for a music venue, but in a fine dining setting, it might feel too common. That’s where smaller craft breweries can shine. The same applies to NA wines.

Right now, we’re in a "take what we can get" phase, but that’s changing. As craft producers and premium products emerge, we need a full spectrum—from cheap beers to expensive spirits. Each category fills gaps across bars, restaurants, hotels, and retail outlets.

It’s ambitious, of course, but it’s already happening. We’re seeing handmade NA agave spirits in Oaxaca, a farm-made coffee, maple, and vinegar spirit in Vermont, and premium Riesling from Kollone Null in Germany. These products mirror the premiumization and craft production we’ve seen in spirits with alcohol, proving that NA isn’t just a compromise—it’s a category coming into its own.

Image: Derek making a drink

Nonalcoholic bottle shops are creating unique retail experiences. How critical is retail innovation in expanding the no/low market, and what other retail trends do you anticipate shaping the future?

I love the growth of bottle shops. They’re the perfect gathering places for people to explore and experience NA beer, wine, and spirits. The owners are often deeply passionate, curating selections and building a true sense of community around their shops. They're also appearing all around the world.

Sure, shopping from large online retailers is convenient in a pinch, but something gets lost in the process. You lose the connection—the conversations, the shared excitement, the personal recommendations. And ultimately, you lose sight of why these drinks matter in the first place. It all comes back to people and stories—the artisans crafting these beverages and the communities forming around them.

Positive Damage, Inc. aims to foster a culture of mindful drinking. How do you define mindful drinking, and what are the essential steps to cultivating this culture among both consumers and industry professionals?

I define mindful drinking as drinking (or not drinking) in alignment with your goals and values—whether health-related or otherwise.

Mindful drinking is not the same as traditional responsibility messaging, which focuses on how alcohol can harm you. Instead, it shifts the conversation toward personal agency—drinking intentionally, not just because it’s expected.

When people make intrinsic choices rather than responding to extrinsic pressures—like social expectations, workplace drinking culture, or advertising—they reclaim control over their drinking habits.

The most important step is asking why we drink and connecting that answer to our values and goals. Does alcohol truly help us achieve what we want?

- If we drink for connection, does alcohol genuinely foster deeper relationships? Or does it sometimes create false intimacy that dissolves in the light of day?

- If we drink to relax, does it actually help? Or does drinking too much just lead to more anxiety and stress?

Alcohol is deeply tied to expectations—a psychological phenomenon called the expectancy effect. This doesn’t mean alcohol can’t play a role in certain experiences, but we often assign it too much power. Mindful drinking is about reclaiming that power and making choices that truly serve us.

Image Source: Mindful Drinking Fest.

Initiatives like "Sober-ish October" have gained traction. How effective are such campaigns in promoting mindful drinking, and what have you learned about consumer engagement from these efforts?

Temporary Abstinence Challenges are wildly popular and highly effective in promoting mindful drinking, especially among heavy drinkers. The science backs it up—these challenges create lasting behavior changes that extend far beyond the month.

They also provide brands with a prime opportunity to showcase their products to engaged, curious consumers. Every year, we host the Mindful Drinking Fest in January—aka Dry January—as a way to bring this movement to life. This past year, we welcomed 1,000 attendees, offering them the chance to explore over 220 products firsthand.

These events prove that mindful drinking isn’t just a trend—it’s a growing cultural shift, and brands that embrace it are shaping the future of drinking.

Image: Mindful Drinking Fest.

With projections indicating sustained growth for the no/low market through 2028, what innovations or trends do you foresee having the most significant impact on the industry's trajectory?

Functional beverages, especially those infused with cannabis, are set to reshape the future of drinking. People still want to feel something from their drinks—but not necessarily get drunk or high.

Functional products that promote energy, relaxation, and focus will open up an entirely new dimension in nightlife—one where you can unwind, socialize, and still prioritize health and wellness. As these options grow, they’ll redefine what it means to go out, offering experiences that align with how people actually want to feel.

[[relatedPurchasesItems-31]]

Conclusion:

 As the no/low category continues its upward trajectory, it’s clear that mindful drinking is more than a niche movement—it’s a fundamental shift in how we engage with alcohol. But as Derek Brown highlights, the real challenge isn’t just making these drinks available; it’s normalizing choice. Whether it’s breaking down stigma, improving access, or ensuring quality, the next phase of this movement is about creating a culture where people feel empowered to drink—or not drink—on their own terms.

The future of social drinking will be shaped by inclusivity, innovation, and an evolving understanding of what it means to truly enjoy a drink. And if the rapid growth of no/low products is any indication, consumers are ready for that change. The question now isn’t whether mindful drinking will stick—it’s how the industry, and society at large, will adapt to a world where drinking alcoholic drinks is no longer the default.

In conversation with Malvika Patel, Editor and VP, Beverage Trade Network

Also Read:
The Rise and Rise of Mindful Drinking: Non-Alcoholic Beverages Take Center Stage
Top Non-Alcoholic Drinks to Refresh Your Summer: London Spirits Competition Winners 2024
The Ultimate Guide to Non-Alcoholic Spirits: Top 10 Picks for Dry January