6 Non-Alcoholic Drink Trends You’ll See Everywhere in 2024
/Trend forecasters say to look out for these beverages in the NA space
In 2023, non-alcoholic drinks got a lot of buzz. From canned mocktails to near-beers and zero-proof spirits, the non-alcoholic beverage industry has been steadily growing in popularity over the last few years. Pinterest’s trend report from last year found that searches for “non-alcoholic drinks” were up 220 per cent on the social platform – “mocktail bar” was another key word gaining traction. (Not that we’re surprised!)
People embracing a sober-curious lifestyle are seeking out fun new drink options, meanwhile, traditional liquor manufacturers are responding to the hype with the launch of alcohol-free versions of their flagship products, like Guinness 0.0% and Captain Morgan’s 0.0% spiced gold spirit. Non-alcoholic beverages, like wines, spritzes and seltzers, are even competing for space on traditional liquor store shelves, and restaurants are hopping aboard with sober-friendly drink menus.
Around the world, the non-alcoholic drinks market is growing – it was worth US$890 billion in 2022, and it’s expected to grow to US$1.7 trillion by 2032. It’s been a whirlwind few years, but what’s next for the NA space? Here are six trends you’ll likely see in 2024.
Euphorics on the rise
Functional beverages were all the rage in 2023. These are non-alcoholic drinks that can include all kinds of wellness-boosting ingredients, such as minerals, vitamins, probiotics, electrolytes, herbs, and more. A new category of functional beverages will likely be hot in 2024: euphoric drinks. These elixirs claim to deliver an altered state of consciousness without any negative side effects, and, as consumers gravitate towards more health-conscious picks, we expect more players in this space. Kin Euphorics, founded by model Bella Hadid in 2022, is one brand leading the charge in this category. Kin drinks combine nootropics, adaptogens, and botanicals to deliver “mood-defining drinks” to make you feel warm and fuzzy – without the booze.
Celebrity-endorsed lines
In the past, it was common to see celebs launch booze brands, like Kendall Jenner’s 818 Tequila, or Ryan Reynold’s Aviation Gin. But increasingly, we’re seeing more celebrities launching non-alcoholic brands. Case in point: Katy Perry launched De Soi in 2022, a line of sparkling non-alcoholic aperitifs, and Real Housewives star Luann de Lesseps has her own line of NA Fosé Rosé. North of the border, things are happening, too. Canadian singer Serena Ryder recently partnered with Libra to launch the floral Lavender Sage cream ale. As the NA space grows, we expect to see more celebs hopping on the alcohol-free bandwagon.
Major drink brands enter the chat
guinness 0.0 made a splash in canada when it launches earlier this year.
Bigtime alcohol companies, including Guinness, Tanqueray, and Captain Morgan, are expanding their portfolios to tap into the skyrocketing NA scene. Over the past couple of years, these drink purveyors have been looking to take a slice of the NA market by making “dupes” of their existing – and well-known – alcoholic beverage offerings. Beer brands have been doing this for a while, but this year, we expect to see more big liquor players testing the (non-alcoholic) waters. However, customers will still seek out smaller, indie brands for creative libations.
Sipping sunshine
A sunny drink in the dead of winter? Why not! In 2024, Pinterest says tropical-inspired beverages will be hot hot hot. If you’re dreaming of an escape, kick back with a pineapple mocktail – a search term that’s been up 70 per cent on the social media platform. It's all about the breezy island vibes. Beach-inspired drinks will be on the menu, so try out vacation-worthy beverages like pina coladas, pineapple spritzes, or a spicy pineapple lagerita mocktail for an extra kick of flavour. Escapism at its finest.
Coffee-bar treatment
Pinterest noted that at-home coffee stations will be trending in 2024, replacing the ubiquitous bar cart. (Searches for “coffee bar styling” were up 1,125 per cent!) With this in mind, we expect to see more coffee-infused non-alcoholic drinks on the horizon. Already, brands are launching canned NA espresso martinis, like this one from Noa, or you can whip up your own zero-proof Chocolate Espresso Martini Mocktail with the help of Lyre’s Spirits Co. Coffee “Originale,” a great addition to your coffee station and one of the only coffee-inspired NA spirits on the market.
Sparkling teas
For those who no longer pop champagne bottles, worry not. Sparkling teas are a great substitute. Datassential’s 2023 Future of Drink report says fizzy, sparkling, and carbonated drinks will be popping across alcoholic beverage categories – so that’s a clue the trend will be big in the NA space as well. “Larger format sparkling teas are a non-alcoholic way to toast to the trend and celebrate with a festive wine bottle,” the report says. One of our favourites is Silver Swallow Luxury Kombucha, a champagne-inspired kombucha line brewed in Ottawa. This one has a great balance of fruit and tart – it’s bubbly, elegant, and alcohol-free – perfect for celebrating. Compared to non-alcoholic sparkling wines, these bubbles are light and gentle.
some good clean fun favourite silver swallow is a luxurious af alternative to champagne.
2023 made it clear that the non-alcoholic drink movement is here to stay. As this’ trend’ solidifies into a lifestyle choice in 2024 and more consumers want high-quality non-alcoholic choices (whether for one night, a month or a lifetime), the future looks filled with sophisticated, health-conscious alcohol free options, and innovative mixology in non-alcoholic drinks. Cheers to that!
About the Author
Emily Latimer is a journalist and fact-checker from Cape Breton Island. She has written for CBC, ELLE Canada, Canadian Business, and more.
