Your brand, at home in America.
We run the US business for European alcohol-free drinks brands: the import, the shelves, the customers, and the monthly numbers, from New York and Paris.
US market entry, run for you: import, compliance, DTC & distribution for European non-alcoholic brands.
The US shelf for alcohol-free drinks is still being set.
US store sales of non-alcoholic drinks in 2025
US no- and low-alcohol market forecast for 2028
yearly volume growth forecast, 2024 to 2028
Most Americans who buy alcohol-free drinks also drink alcohol. They choose by the occasion.
Sources · ¹ NIQ, Non-Alcohol Billion-Dollar Movement · ² IWSR
How European brands usually enter America.
Quick to start. Hard to scale.
Importer Model
- ✓Low cost to enter
- —No control over the brand
- —Low margin to capture
- —No data of your own
Right model, wrong cost.
Subsidiary Model
- ✓Full control
- ✓You keep your brand
- —$730K–$1.1M to build
- —8+ months to first revenue
There is a third way.We run your US business as carefully as we would our own, and it stays yours.
Full brand control without the build cost.
Strategy
We sit down with you and write the US plan together: the first cities, the first channels, and the numbers for the first year.
Operation
We run the US business every day: the import, the warehouse, your online stores, the shops that stock you, and the books. We're involved in every decision.
Ownership
Your brand, your data, your equity. None of it leaves your hands.
Your bottles, cases, and pallets, from one American warehouse.
Americans can order your brand online across the US from launch day. Shops and restaurants follow, city by city, where people are already asking for you.
Shopify · Amazon
Sold to consumers · national from day one
Your own store, where you keep the margin and know every customer by name, and Amazon, so Americans who search there find you.
Faire · Airgoods
Sold to retailers online · national from day one
Independent shops and restaurants order your cases on Faire and Airgoods, which together reach over 100,000 of them.
Selective distribution
Sold by the pallet, state by state
Bars, restaurants, and bottle shops, opened city by city where people are already asking for you.
Go deeper on US wholesale & distribution or see the operating system that runs it.
Everything America asks of an imported brand, run by the same people.
Import, labels, the warehouse, your online stores, wholesale, and the customers who come back, all from one stock of bottles.
Importer of record
We act as your US importer of record, so your first pallet lands without a US company of your own.
Learn more →FDA & TTB compliance
Your labels and the 0.5% ABV question settled before your bottles leave Europe, and the FDA filings done before they land.
Learn more →3PL & fulfillment
One US warehouse and one stock of bottles for your online store, your wholesale orders, and your distributors.
Learn more →DTC, Shopify & Amazon
Your own Shopify store, where you keep the margin and the customer, and Amazon, so Americans who search there find you.
Learn more →Retail & distribution
Independent shops first, then distributors, city by city, once the reorders show the demand.
Learn more →Retention & owned audience
The second order and the tenth: email, subscriptions, and a customer list that stays yours.
Learn more →What we have learned launching drinks brands in America, written down.
Guides to importing, labels, shelves, and margins, organized by the decisions you will face.
Start with how to launch a non-alcoholic beverage brand in the US, how to import non-alcoholic beverages into the US, or the US non-alcoholic launch benchmarks & market report.
Importing NA Beverages into the US
Distribution & Retail
US Go-to-Market / Launch
Market Intelligence
Compliance & Labeling
Decision & Partnership
Operations & Finance
Owned Audience & Recurring Revenue
The US Operating Stack
Demand Generation & Conversion
Amazon & Wholesale Marketplaces
Pricing & Margin Architecture
We have worked on both sides of the American shelf.
Carl spent more than twenty years at Moët Hennessy and helped take a French sparkling brand to America in 2023; by the end of 2024 it had passed 100,000 bottles. Nick built Boisson into the largest non-alcoholic retailer in the US, with $30 million in sales.
Field notes from the US market.
For founders and export teams bringing a drinks brand to the US.
Unsubscribe at any time.
Entering the US, answered
01How does a European brand enter the US non-alcoholic beverage market?
A European non-alcoholic or alcohol-free brand enters the US by clearing import and FDA compliance, holding inventory in a US 3PL, and opening DTC, Amazon and wholesale channels, usually led online, because in the US demand is built online first and distribution follows it. Avenor runs that entire operation as one accountable team, so a founder can enter properly without building a US subsidiary or handing the brand to an importer.
02What is the difference between non-alcoholic and alcohol-free in the US?
In the US the practical dividing line is 0.5% ABV: a beverage at or below it is generally treated as a non-alcoholic FDA food product, and the terms non-alcoholic and alcohol-free are both used in the market. Which term you may use on the label, and whether FDA or TTB rules apply, depends on the exact product and formulation, which we confirm before anything ships.
03Do we need a US entity or office to sell in the United States?
No. You do not need your own US entity or office to start. Because Avenor acts as your importer of record and US agent, your goods can clear customs and reach US shelves without a US company of your own on the ground. Founders often stand up their own US entity later, once the operation is proven.
04Who owns the brand, the customer data, and the equity?
You do. Avenor runs the US operation on your behalf, and the brand, the first-party customer data, and the equity stay entirely with you. That is why we lead with channels you own, like Shopify, where the customer relationship stays yours.
05How long does it take to launch a non-alcoholic brand in the US?
A planned launch runs from first US shipment to first repeat order in roughly 90 days, with compliance cleared before product moves and DTC, Amazon and digital wholesale opening national from day one. The precise timeline depends on your production and export readiness at origin.
Talk to us about your first year in America.
A first call runs thirty minutes. We will tell you what the first ninety days would ask of your brand, and whether we are the right people for it.