Dry Atlas

↳ Briefings

The State of Alcohol Alternatives, walked through live

Free 25-minute briefings on the October 2026 Edition. Each one covers a few findings from the data, with time for your questions. Submit a question live and get a written answer that week. Can’t make it? Register anyway and we’ll send you the recording.

More dates

  • Thursday, Nov. 12 · 1:00 PM ETThe Dry January 2027 Outlook, with NIQ
  • Thursday, Nov. 19 · 1:00 PM ETInstead, alongside, or never: when and where alternatives get drunk
  • Tuesday, Dec. 1 · 1:00 PM ETHow they buy: where buyers shop and what reaches them
  • Thursday, Dec. 10 · 1:00 PM ETWhat’s changing: how buyers say their drinking moved in a year
  • Tuesday, Dec. 15 · 1:00 PM ETSpend: what buyers put down each month, by segment
  • Tuesday, Dec. 22 · 1:00 PM ETSix predictions and how we’ll score them
  • Tuesday, Jan. 5 · 1:00 PM ETThe recommendations, one at a time

Registration for each briefing opens the week before, and the Wednesday newsletter carries every invite.

Next briefing

Register free

25 minutes · Free · Recording sent to every registrant

What the briefings draw on

Two surveys

A national survey of 1,149 U.S. adults 21+ fielded by YouGov, and a survey of 1,003 buyers of alcohol alternatives fielded by Prodege Insights, both in October 2026.

One database

The Dry Atlas Product Database: 3,812 products on the market as of Sept. 30, 2026, so what buyers say sits next to what’s on the shelf.

The full report

Every briefing draws on The State of Alcohol Alternatives, October 2026 Edition. Start with the free executive summary.