Dry Atlas
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The consumer read behind your next big meeting

Raising money, pitching a retail buyer, or launching a product? The State of Alcohol Alternatives shows who buys alcohol alternatives, why, and what they pay, from surveys of 2,000+ American consumers and a product-level map of the category.

Most founders walk into those meetings with the same free data as everyone else in the room.

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Free. Six findings, seven pages.

When founders use it

Four moments where the data earns its keep

Raising moneySize the buyer base and show who they are, with national figures from outside your own sales data.
Pitching a retail buyerWhere alcohol-alternatives buyers shop and what they pay, from a survey the buyer across the table hasn’t seen.
Launching or repositioningWhich segments are crowded and which buyers are committed. A quarter of buyers couldn’t name a single non-alc brand when asked, unprompted.
Source: Dry Atlas consumer survey via Prodege Insights, n=1,003 U.S. adults 21+ who drank an alcohol alternative in the past six months, Oct. 8–16, 2026.
Entering a new segmentThe competitive set at the product level, drawn from a database of 4,200+ products across 1,150+ brands.

Free and paid

Start free, go deeper when the decision calls for it

The executive summary
FreeSix findings from the October 2026 Edition in seven pages. Enough to see whether the full read fits your question.
The October 2026 Edition
$2,495The full survey read, every exhibit, the segment-by-segment detail, and the answer guarantee: if it doesn’t answer the question you bought it for, we answer it from our data.
Custom Research
From $7,500Your own question, scoped at a fixed price, when the edition doesn’t reach it. A typical project maps a competitive set for an investment narrative.

Why Dry Atlas

Primary data, from people who ran the shelf

The dataOur own surveys of 2,000+ American consumers, fielded every quarter, read alongside a product-level map of the category.
The operatorsDouglas and Victoria Watters built Spirited Away, America’s first non-alcoholic bottle shop, and ran it for five years until its acquisition. We’ve sat on your side of the buyer’s desk.
No paid coverageBrands can’t pay to appear in our research. What you read is our read.

Start with the free summary

Read the six findings, then decide whether the full edition earns a place in your plan.

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See what’s in the October 2026 Edition →