How to Offer Non-Alcoholic Alternatives in Your Brand

How sober friendly is your workplace? If most of your workplace social outings happen during happy hour... If you ask questions like "What's your signature drink?" as an icebreaker... If you host your offsite at a brewery... If you send out an Old Fashioned-making kit as employee appreciation... If your holiday party is at a bar... If you celebrate big company moments with a speech ending in 'Cheers!' or an actual toast... If folks regularly make comments like "I need a drink" after a rough meeting... The answer might be: Not very friendly. Want to do better? 〰 Make sure you are providing non-alcoholic options at all work events, during and after hours. 〰 Avoid making alcohol the centerpiece of any celebration or event. Instead, focus on food, entertainment, or activities that bring people together in a fun and inclusive way. 〰 Host work events at spaces besides bars, breweries, or wineries. Even if you serve non-alcoholic options, the venue can be triggering for some folks. Better options are event spaces, coffee bars, game rooms, or outdoor lounges. 〰 Encourage everyone to avoid language that normalizes drinking, such as jokes or casual references to alcohol, or disparaging comments about alcoholics. 〰 Opt for a round of applause instead of a cheers. 〰 Provide training for all employees on substance use. This can foster a more supportive environment for those in recovery or those who choose not to drink. 〰 Regularly survey employees to get feedback on workplace culture, including how inclusive they feel the environment is for those who don't drink. Use this feedback to make continuous improvements.

Too many non-alcoholic brands are missing the mark. They’re stuck in a mindset that celebrates what’s missing—the absence of alcohol—rather than focusing on what truly matters: delivering exceptional quality, taste, and an unforgettable experience. Consumers don’t want to settle. Choosing not to drink shouldn’t mean compromising on quality or enjoyment. They’re looking for products that match or exceed the experiences they’ve come to expect from traditional beverages. This is something I’ve seen firsthand working with Society De La Rassi (SDLR), a non-alcoholic wine brand redefining what the N/A space can deliver. SDLR focuses on what it brings to the table: elevated quality, refined taste, and a brand identity that speaks to consumers’ values and aspirations. As someone who still drinks occasionally but lives more mindfully, this evolution resonates deeply. Too often, skipping alcohol means settling for lower-quality products and diminished experiences. Why should choosing not to drink mean settling for less? The brands that will win in the N/A space over the long run are those that deliver the same level of quality, engagement, and enjoyment as their alcoholic counterparts. Imagine you’re celebrating a major win at work with a night out. You want to savor the moment with a sophisticated beverage, fully immersing yourself in the occasion—but without compromising tomorrow’s potential by drinking alcohol. That’s where a brand like SDLR shines. Its quality, branding, and experience empower you to enjoy the occasion just as much as you would with an alcoholic counterpart. It’s not about what’s absent—it’s about what’s present. Too many N/A brands focus on the absence of alcohol as their primary value. But the absence of something doesn’t speak to quality. It doesn’t create brand engagement or elevate the consumer experience. Consumers want N/A beverages that deliver: - The same quality they expect from traditional drinks. - Brand engagement that resonates with their identity and values. - Experiences that are equally enjoyable and fulfilling. The N/A market is evolving, and consumer expectations are higher than ever. Offering a lesser alternative isn’t enough. The brands that succeed in the long run will deliver exceptional products and experiences that rival their alcoholic counterparts—without compromise. The future of the N/A category isn’t about subtraction. It’s about addition—adding quality, engagement, and joy to every occasion. Brands that fail to meet these rising expectations risk being left behind. If you’re ready to build an N/A brand that stands out, resonates, and wins in this competitive space, it’s time to rethink your strategy. Let’s create something extraordinary together. #NonAlcoholicBeverages #BrandStrategy #ConsumerExperience

Remember when I told you I'd been working with premium non-alc wine brand, For The Love Of, to help with their content strategy? In my opinion when a company is considering how to position themselves it truly comes down to one thing.... Vibe. To position your brand in the market there are 3 things that I think hold the rank as most important. - who is your customer? Creating customer archetypes is so helpful. In this case it's older Gen Z kids who are leading the sober curious charge and millennials who still want to party and enjoy a drink but can no longer handle the hangovers. - what are your brand signals? What can you include in your imagery that will make any image your brand puts into the world obviously your brand, even if your product isn't in the image. Charlie XCX did this flawlessly by using neon green, AKA brat green. That color will be associated with her for the next 5 years. For FTLO we chose pops of bright red, nodding to both the wine and the logo. - and last but certainly not least, what is your message? Are you the beverage brand that promotes luxury and relaxation? The linen brand that is easy to wash and moms will love? FTLO's voice is very clear; you can still have fun and be the life of the party even when you're sober. From there it's deciding on the trends and seasons that you'll follow, which will change over time. For example in all of FTLO's current marketing we are using 70's inspired clothing and color tones, but with a modern twist. But those 3 core brand values, those will never budge. These images have been performing really well on socials (@drinkfortheloveof on Insta and TikTok), and the product isn't available to consumers yet. By building brand awareness and following now, by the time FTLO goes to market I have no doubt it will be a hit. What do you think?

As the holiday season approaches, theres a new trend I'm noticing the begs us to rethink how we approach alcohol 🍸 at corporate events..... and I'm here for it! 👉 A growing number of professionals are choosing sobriety. And not because they're "in recovery", not because they're doing a "sober October" month for their health, not because they just need to get up early the next day for work.... But because people are genuinely drinking less or not at all. Being sober from alcohol is becoming the new normal. (I use the term "normal" loosely here, but you get my point) And as field marketers, we’re seeing that embracing this shift can make events more inclusive and focused on what really matters – networking and meaningful connections. With a rising number of professionals choosing to stay sober, the industry is finally seeing that inclusive, alcohol-free options aren't just a trend but a much-needed adaptation. Events are about connection, and it’s important that everyone feels comfortable and engaged, whether or not they choose to drink. Here’s what that looks like: 🫧 Dedicated “sober spaces” at events, creating a welcoming environment for those who prefer a non-alcoholic experience. 🫧 Creative, high-quality mocktails that stand out alongside traditional beverages. Not just sodas and juices, but deliciously made drinks. Get creative! 🫧 Networking activities that don't include drinking so you can network organically over delicious food, fun games, or simple ice breakers. Event planners are recognizing that offering diverse drink options, much like providing decaf coffee, creates a space where everyone can truly be present. As we design for inclusivity, we’re ultimately enabling better connections, sharper focus, and a more meaningful event experience. Cheers to an impactful and inclusive holiday season! 🌟 #DrakesTakes #fieldmarketing #EventTrends #InclusiveEvents

A tiny brewery just crushed Budweiser and Heineken without selling a drop of alcohol. Here's the talent strategy that made it happen. Athletic Brewing Co. went from 875 barrels in year one to 258,000 barrels in 2023, capturing 1/3 of all non-alcoholic beer growth for FOUR consecutive years. The secret? They hired people who ARE their target market. While competitors assumed non-alcoholic beer drinkers were teetotalers who wanted beer substitutes, Athletic's team knew better because they WERE these consumers: health-conscious professionals who still drink alcohol (80% of their customers!) but want options for workday lunch, post-workout, or driving home. This talent-market alignment unlocked extraordinary insights: ↳ While traditional brewers spent millions on complex alcohol-removal processes, Athletic redesigned brewing from scratch, using 50% less water ↳ While beer giants fought for limited shelf space in alcohol aisles, Athletic's team went where THEY shopped: Whole Foods, coffee shops, and fitness events ↳ While competitors relied on traditional distribution, Athletic's e-commerce expertise built direct relationships with customers for instant feedback The talent alignment pattern repeats across industries: ↳ ALDI USA thrives with just 3-5 employees per store (vs 50+ at competitors) ↳ HelloFresh captured 78% market share by structuring teams around cuisine types ↳ McDonald's international growth outpaces US because they hire talent who understand local food culture I've analyzed dozens of breakthrough companies, and here's the stunning truth: your talent strategy IS your business strategy. Athletic Brewing isn't succeeding because of a product innovation. They're winning because they built a team that personally understands an underserved consumer segment that traditional brewers couldn't see. When your team IS your customer, you see opportunities others miss. 🔥 Want more breakdowns like this? Follow along for insights on: → Getting started with AI in HR teams → Scaling AI adoption across HR functions → Building AI competency in HR departments → Taking HR AI platforms to enterprise market → Developing HR AI products that solve real problems #TalentStrategy #BusinessGrowth #HRInnovation #WorkforceInsights #LeadershipLessons #FutureOfWork

Event organizers and caterers, hear me out. 🙉 Please offer those of us who don’t drink alcohol or who want a good non-alcoholic choice during event happy hours and receptions better options than sugary soda or a plastic bottle of water. We make up a growing portion of your event community, and we are getting tired of not being included or considered when you’re choosing the beverages for your events. 🍸🍺🥃 Working in the events business, I know cost considerations are at play here and that event F&B caterers often have pre-selected beverage options they offer for receptions and happy hours. Still, we owe our attendees better. And as Gen Z makes up a larger portion of our attendee communities, those who want good adult non-alcoholic options will grow significantly. Here’s one of hundreds of research articles explaining why: https://lnkd.in/eefFFqYB If you are looking for good adult non-alcoholic beverage options to add to your event bar menus, check out the Adult Non-Alcoholic Beverage Association (ANBA) member list: https://lnkd.in/eAqviZyD And event teams and caterers, please train your bar staff that it’s not weird or a problem for people to order a non-alcoholic option. Recently, I had an event bartender gruffly point me to the water cooler in the corner of the room when I inquired about the non-alcoholic options available 😬 Needless to say, that experience negatively impacted my perception of the entire event. Cheers to fostering event inclusion and offering better choices 🥂 #futureofevents #inclusion #genz #nonalcoholicbeverages

I’ve noticed a lot of non-alcoholic beverage brands making not containing alcohol their entire brand. But being “anti” something isn’t a viable brand position. Not having one of the most widely consumed intoxicants in your product can’t be the cornerstone of a great brand. A brand position is a declaration of what you are and how you benefit someone. Counter-positioning can reflect part of who you are, but if you only focus on what is not, you miss the opportunity to focus on what is. I made this mistake early on. BRĒZ used to be entirely anti-alcohol. I realized that bred negativity, pessimism, and disdain—things completely at odds with who I am as a person and the brand we’re building. Now, I’ve learned that a true brand platform shows people the value you can add to their life. For BRĒZ, that means showing people they can feel amazing today without feeling bad tomorrow. You can keep everything you love about social lubricants—while reducing the negative effects, especially for those who have more challenging relationships with alcohol. BRĒZ—like most modern non-alc, infused, or functional beverages—is an alcohol alternative, and that’s okay. And alcohol is an ancient ceremonial compound, with some benefits and some drawbacks, and that’s also okay. The conscious consumption revolution isn’t about rejection or prohibition. It’s about creative addition and evolution—expanding our options and reshaping culture in the process. We work with alcohol distributors to sell into the fridges they’ve owned for decades. We’ve built our own trains in this new category, but the alcohol and beverage industry built the rails. Today, our products stand proudly next to theirs—not as “not alcohol,” but as a “social tonic” that offers a buzz built for today. Whether you’re looking for a perfect alcohol alternative all the time—or just sometimes—BRĒZ fits that moment. If you’re building a brand, learn from my experience: focus on what you are, not only on what you are not.