American alcohol consumption hits a 90-year low at 54%, driven by health concerns, creating both opportunity and messaging challenges for non-alc brands.

American non-drinkers abstain mainly due to lack of interest or dislike of alcohol, while flex drinkers choose non-alcoholic options for health reasons.

A Japanese study finds that offering non-alcoholic beverages cuts alcohol consumption by more than four times versus groups without access.

Dry January, launched in the UK in 2013 by Alcohol Change UK, is now mainstream in America, with 21% of adults joining in 2024.

Nearly a third of Americans want to try alcohol-free spirits and wines, yet only 6-12% have, revealing a big non-alcoholic accessibility gap.

Young adults are drinking less alcohol but turning more to marijuana and vaping, raising questions about swapping one vice for another.