The zero-proof is in the pudding: NA is here to stay

It’s official: NA is here to stay. No longer relegated to sugary artificial sippers, wellness-oriented consumers can access far more diverse and sophisticated non-alcoholic beverages through a range of retail and food service outlets. Whether they’re going totally “dry” or opting for the more moderate “damp” approach, consumers everywhere (especially “sober curious” Gen Zers) are seeking delicious options that support a more present, healthier lifestyle.  The options available to support this cultural shift have become so prolific that serial entrepreneur Marcos Salazar launched the Adult Non-Alcoholic Beverage Association (ANBA) to educate on and responsibly grow the non-alcoholic beverage ecosystem. “This category is growing rapidly, but there needed to be some infrastructure in bringing all the different stakeholders together,” Salazar said. Take one look the association’s membership and it’s clear that ANBA is helping to elevate some of the most innovative beverage brands in the retail and food service market today.