Mocktails and non-alcoholic beverages have taken center stage. Over the past few years, the cultural relationship with alcohol has shifted. According to Gallup, the percentage of Americans who say they drink alcohol has dropped from 58% in 2024 to 54% as of August 2025, the lowest the study has seen. And it is Gen Z leading this trend with over 65% reporting they’re intentionally drinking less this year.
These audiences aren’t just taking a break from alcohol. This is a broader shift driven by wellness, mindfulness and redefined social norms. People are no longer drinking out of habit. They’re making conscious choices about what fits their lifestyle and values. According to NC Solutions, Americans’ reasons for scaling alcohol consumption include:
- They simply do not want to
- They do not like the taste
- They hope to improve physical and mental health
- They’re concerned about addiction
The Marketing Wake Up Call
This shift should have brands paying attention. This “passing fad” is behavior change in action. As attitudes and perceptions evolve, the hospitality and beverage industry should embrace the shifts. Here are a few things to consider:
Emphasize the Experience
People still crave connection and belonging. Marketers should focus on highlighting the experience. No matter the decision to remain sober, brands should capitalize on inclusion. Over the years, Heineken’s 0.0 ads have invited people to “cheers with no alcohol” and bring judgement topics to the forefront, ultimately showing you shouldn’t need a reason to drink. Heineken has done a fantastic job continuing to emphasize that we should all be a part of the moments. See example of the Cheers or no Cheers Campaign below:
Reframe the Narrative
Language matters. It is preferred to utilize “zero-proof” or “non-alcoholic” because it avoids the negative connotation of “mock,” which can dilute the craft. However, “mocktail” is widely understood, so if this verbiage is utilized, it is important to showcase the creativity and quality of the beverage.
Educate and Engage Consumers
Consumers are becoming more mindful and they are curious of what is in their drinks. Use storytelling and content to inform consumers on the benefits, ingredients and craft behind the menu, event or zero-proof spirit.
Lead With Authenticity and Inclusion
Consumers can spot performative wellness across the bar! To resonate with your audience, messaging must feel authentic and align with your brand values. Celebrate all forms of participation whether that’s through events that focus on community, content that highlights shared experiences or visuals portraying connection.
The rise of mocktails is reshaping drink menus and culture as a whole. For marketers, this shift represents a powerful moment to lead with purpose, not just promotion. By championing inclusion, authenticity and experience, brands can meet consumers where they are. If your brand is ready to respond to these cultural and behavioral shifts, let’s start a conversation.
