Quarterly Report · October 2026 Edition

The State of Alcohol Alternatives

The consumer answer before you set your 2027 plans. Know how they actually buy, and what’s on the shelf to meet them. Built on surveys of 2,000+ American consumers and the Dry Atlas Product Database.

Explore the report Get the free executive summary

YouGov, n=1,149 U.S. adults 21+ · Prodege, n=1,003 category buyers · NIQ U.S. off-premise scan data · 4,200+ products tracked

↳ About Dry Atlas

The intelligence beverage companies use to compete in alcohol alternatives

Dry Atlas is the market intelligence company focused on alcohol alternatives.

4,200+

Products tracked across non-alcoholic spirits, wine, beer, and ready-to-drink cocktails, on and off the market

2,000+

American consumers surveyed every quarter

1,000+

Beverage companies read our insights, including giants like The Coca-Cola Company, Moët Hennessy, and Diageo

What we help you decide

“Leadership still treats non-alc as a niche.”

National survey figures you can cite with attribution, ready for the deck that makes the internal case.

“Is there room for one more non-alc wine?”

See where the shelf is crowded and where buyers are committed, segment by segment, before you commit to a launch or a line extension.

“Will buyers pay more?”

Price tolerance and monthly spend by segment, from buyers asked about the products they drink.

“Is this segment worth backing?”

Buyer data on who drinks what and how committed they are, for underwriting a brand or screening the category.

Why Dry Atlas

Built on the American shelf

We opened Spirited Away, America’s first non-alcoholic bottle shop, in New York in 2020, and ran it until its acquisition. The New York Times, The Wall Street Journal, and Vogue covered it. Now we track the U.S. market full time.

The buyer and the shelf, together

Our own consumer surveys every quarter, read against a hand-maintained record of every product on the market. You see who buys and why next to what’s on the shelf.

Built to be cited

Every figure carries its firm, sample, and dates, and no one pays for coverage. See our methodology →

Learn more about Dry Atlas →

↳ Quarterly report

The State of Alcohol Alternatives

October 2026 Edition · Out now

A read on alcohol alternatives you can defend in a meeting, built on surveys of 2,000+ American consumers and the Dry Atlas Product Database.

Explore the report

What’s inside

CategoryThe category mapped by sub-segment, style, format, and brand structure.

ConsumerWho’s buying, how often, why, and what holds them back.

OutlookSix dated predictions and twelve recommendations by reader.

Answer guaranteeIf the report doesn’t answer the question you bought it for, book an hour with our team within 60 days of purchase and we’ll answer it from our proprietary data and category expertise.

MethodologyTwo consumer surveys: a weighted national survey of 1,149 U.S. adults 21+ (YouGov, Oct. 14–15, 2026) and an unweighted survey of 1,003 category participants (Prodege, Oct. 8–16, 2026). Dry Atlas database as of Sept. 30, 2026.

↳ Briefings

The October data, walked through live

Free 25-minute briefings on The State of Alcohol Alternatives. Each one covers a few findings, with time for your questions, and every question submitted live gets a written answer that week.

Next briefing