Why Non-Alcoholic Beverages Are Taking Over

The way we drink is changing, fast. Non-alcoholic options are no longer an afterthought but a category of their own, growing at a pace that’s hard to ignore. According to NielsenIQ, sales of non-alcoholic beverages in the U.S. hit $395 million in a single year, climbing over 20% year-over-year. Meanwhile, traditional alcohol sales are slowing, with big players like Anheuser-Busch and Diageo feeling the shift.

Breaking it down: NA beer still dominates the space, making up over 85% of sales, but NA spirits are the fastest-growing segment, up nearly 90%. Why? A combination of factors. Millennials and Gen Z are drinking less, health-conscious consumers are looking for alternatives, and the sober-curious movement is moving from niche to mainstream.

At the same time, alcohol’s grip on social life is loosening. Where “what are you drinking?” used to mean beer, wine, or a cocktail, now it might mean an NA Negroni, a botanical spritz, or something thoughtfully crafted and booze-free. That shift is exactly what inspired us to create Tilden, because choosing not to drink shouldn’t mean sacrificing complexity, depth, or the simple pleasure of a great cocktail.

This isn’t just a trend, it’s a cultural shift. People want drinks that fit their lifestyle–whether that includes alcohol or not. And as more consumers reach for sophisticated, well-made NA options, the industry is taking notice.