Developing a beverage now can help capture customers in the new year

As Dry January approaches, many consumers are already planning their alcohol-free month and the demand for high-quality non-alcoholic (NA) beverages is surging. For forward-looking breweries and distillers, this represents a golden window: launching an NA product now can position you to capitalize on a wave of renewed interest.

Why NA beverages are trending, and what it means for producers

Recent data shows the NA beverage sector is growing fast. Sales of NA beer, wine and spirits rose markedly in 2024, with off-premise non-alcohol sales up 27% over the prior year. Non-alcoholic beer in particular stands out: in the 2025 Dry January period, NA beer captured roughly 4.2% of grocery beer sales with a 23.5% increase in dollar sales and a 20%+ rise in volume compared to previous years. Meanwhile, growing numbers of consumers describe themselves as “sober curious” or leaning into moderation year-round, not just for one month. This means that NA launches timed around Dry January do not just catch seasonal demand. They can have long-term potential.

Why there’s still time to make a Dry January deadline

It might feel late to begin formulation, but with many NA consumers planning purchases for January, there’s still time to move quickly. Even a modest offering like a clean non-alcoholic beer or seltzer, simple botanical energy drink or cannabinoid beverage can stand out if launched in late December or early January. The key is: with demand high and predictive data favoring NA, brands that get products out now can ride that momentum. In addition, launching around Dry January sends a message that your brand is responsive, modern and tuned into consumer lifestyle shifts. 

What NA launches offer to breweries and distillers

For breweries and distillers with production capability or contract partnerships, launching an NA line – whether beer, functional beverage, botanical seltzer, or zero-proof spirit – offers several advantages:

• Brand expansion and inclusivity: You reach consumers who want the ritual of a crafted drink (i.e., flavor, packaging, etc.), but want to skip the alcohol. That might include designated drivers, expectant parents, sober-curious people or wellness-minded consumers.
• Year-round relevance: Even after Dry January ends, many consumers continue moderating. A strong NA product can earn loyal repeat customers long-term.
• Resilience against seasonal dips: Alcohol sales often slow during annual sobriety challenges or wellness months; having NA options helps stabilize revenue and tap into unmet demand.
• New distribution opportunities: The growing acceptance of NA beverages means more shelf space in retail, more interest from on-premise venues (bars, restaurants) and easier entry into markets focused on wellness or inclusivity.

Practical next steps for a speed-to-market offering:

• Assess your assets: Do you have brewing or distilling capacity under-utilized in the off-season? Can you adapt or use contract brewers/co-packers quickly?
• Keep the first offering simple: A straightforward NA beer or botanical seltzer with clean ingredients and good flavor will likely perform better than a complex recipe rushed to market.
• Brand for wellness, not compromise: Market the NA beverage not as “what you’re missing out on,” but as a deliberate, quality option for mindful drinkers — focusing on taste, craftsmanship, or lifestyle rather than absence of alcohol.
• Leverage pre-orders or local taproom promos: Use your taproom, local community, and direct channels to build early adopters, especially among patrons already familiar with your brand.
• Plan for continuity: Do not treat it as a one-off. Think of the NA product as a permanent line and build distribution, packaging and production workflow to support ongoing sales beyond January.
• Ask the experts: Contact Volunteer Botanicals for expert advice, ingredient variety and branding knowledge to get your beverage ready for the new year. 

It is absolutely not too late for breweries and distillers to act. The spike in interest for NA drinks around Dry January, combined with broader cultural shifts toward moderation and wellness makes now an opportune moment to build or expand a non-alcoholic offering. Fast execution, quality craftsmanship and smart positioning can help new NA products catch the wave and turn a seasonal opportunity into a sustained source of growth.