It’s undeniable: Non-alcoholic drinks are the talk of the town.

Curious about the exciting growth happening in the non-alcoholic beverage industry? So are we.

In recent years, the non-alcoholic beverage sector has been gaining popularity at an impressive rate. This is fueled by a growing focus on health and wellness, the perpetual unveiling of innovative products, and changes in consumer preferences. As consumers become more health-conscious, spaces like gyms and our very own sauna and cold plunge studio have moved beyond free water and gatorade for sale. At Framework, a tea bar, multiple kinds of electrolyte additives, and an array of health drinks are available to guests—in addition to a small-concept cafe with full coffee service and curated snacks in the near-future. And that’s just the beginning.

Let’s look at this trend—from the increasing popularity of non-alcoholic drinks to specific market trends, the creativity driving the industry, and the exciting possibilities that lie ahead.

Health and wellness awareness

A significant factor contributing to the rise of non-alcoholic drinks is the increasing awareness of health and wellness among consumers. In the United States, there is a growing demand for beverages that positively impact health across various segments—and this trend is particularly notable among younger generations. A Nielsen survey found that 66% of Generation Z are making efforts to reduce their alcohol intake. Many consumers are increasingly prioritizing their mental health alongside physical wellness, seeking products that support both aspects. Additionally, the rise of sleep trackers (Apple Watch, Oura, Whoop, Eight Sleep) have made the sleep effects of alcohol very clear—you can’t care about those metrics and regularly consume evening booze. These consumption trends have thus given a tailwind to the non-alcoholic beverage market, which is now experiencing an explosion of choice and innovation.

Gone are the days when options were limited to a few brands. Today, consumers can choose from craft non-alcoholic beers, non-alcoholic wines, non-alcoholic spirits, completely new beverages like Ghia, an array of health focused waters infused with functional and adaptogenic ingredients, and countless other leading-edge experimental options. This surge is mirrored in the variety available at restaurants, bars, and packaged goods stores. For example, Athletic Brewing’s non-alcoholic beer has become the top-selling beer of any type at Whole Foods, highlighting the market’s rapid expansion. An IWSR Drinks Market Analysis report noted that the low-and-no-alcohol beverage sector grew by 31% in 2020 alone. The rise of the sober curious movement, where individuals intentionally reduce their drinking alcohol, is also influencing the market for alcohol alternatives, expanding options and driving innovation.

Innovation in non-alcoholic beverages

Non-alcoholic beer has become widely available at big-box stores and breweries, reflecting the growing sober curious movement. Additionally, the growing market share of non alcoholic spirits, which has seen significant sales growth of 88.4% over the past year, highlights the increasing interest in non-alcoholic options. This movement is shaping the alcohol alternatives market, as almost half of consumers consider adopting a sober-curious lifestyle for physical health reasons.

Adoption is increasing, particularly in using functional ingredients and nutritional drinks, with more adults participating in 2024 compared to 2023. Brands employing natural ingredients and promoting substantiated health claims have successfully reignited interest among lapsed and existing consumers. The rising popularity and market share of non alcoholic wine also reflect this trend. Nearly half of category users consume nutritional drinks as meal replacements, and protein is a critical component of these beverages. Brands are stepping in to satisfy the demand for protein, with almost two-thirds of consumers buying nutrition drinks for this purpose.

How Framework is riding the wave

Our social sauna and cold plunge studio’s philosophy centers learning, testing, and innovating. We offer a variety of non-alcoholic beverages to our guests—as perks and for purchase—from the most exciting brands on the market. Equally important is gathering feedback to best understand which brands land—which options taste the best, work the best, and are the most conducive to supporting the foundation of their health?

All of this experimentation is in pursuit of a member-approved stacked cast of non-alcoholic options at The Café by Framework, a space in our forthcoming Flagship location and Nashville’s first non-alcoholic café. The menu will focus on non-alcoholic beverages—though healthy snacks and lighter fare will also be available. Think zero-proof, custom cocktails (we’ll say more later,  but we have some of the top cocktail minds in Nashville on the case), draft N/A beer and draft kombucha, fresh juices and smoothies, full espresso service, our favorite teas, and a curated selection the best packaged brands in the space. All for various tastes and preferences—something for everyone to enjoy. 

If you’re too eager to wait, check out our Instagram for clues on which ones we’re loving.

Non-alcoholic beverages are our future.

The non-alcoholic beverage industry is expected to continue growing, and as the market continues to expand, opportunities for new products and innovations will abound. With increased health awareness, consumers are increasingly seeking non-alcoholic alternatives at home, at restaurants and bars, and in gyms and fitness facilities.With dynamic options and more innovation comes the endless potential to sweat, shiver, and socialize with a drink as leading edge as the workout you’re partaking in.

We’ll sip with you soon. Book a session today or get your friends together for a private sauna and cold plunge outing by emailing marketing@joinframework.com.