Control your brand. Own your growth.
Avenor helps European Premium NA brands launch, grow, and own the American market.
US market entry, run for you: import, compliance, DTC & distribution for European non-alcoholic brands.
The US is the most important non-alcoholic market in the world.
US non-alcoholic market by 2028
category CAGR through 2029
of Gen Z and Millennials moderate
Premium brands are growing faster than the rest of the category. The ones that show up now will lead it later.
Sources · ¹ IWSR Non-Alc 2024 · ² NielsenIQ US Beverage Insights · ³ Gallup Consumption Habits 2024
There are two ways to enter the US. Neither one is ideal.
Quick to start. Hard to scale.
- ✓Low cost to enter
- —No control over the brand
- —Low margin to capture
- —No data of your own
Right model, wrong cost.
- ✓Full control
- ✓You keep your brand
- —$730K–$1.1M to build
- —8+ months to first revenue
Until now, there hasn't been a third way.We are it.
Full brand control without the build cost.
Strategy
We align on a US plan built for your brand. A working brief, not a deck.
Operation
We run your US business end to end. One principal, one manifest, one P&L.
Ownership
Your brand, your data, your equity. None of it leaves your hands.
One partner for the whole supply chain. Bottles, cases, and pallets.
Your brand sells across three channels from one warehouse. You're national from day one. We go deeper into local retail only where the demand is.
Shopify · Amazon
Sold to consumers · national from day one
Your own branded storefront, plus the biggest place Americans buy. Highest margin, your customer data, coast to coast on day one.
Faire · Airgoods
Sold to retailers online · national from day one
We'll sell you directly to over 100,000 independent retailers and restaurants, with no broker taking a cut.
Selective distribution
Sold by the pallet, state by state
Bars, restaurants, and bottle shops, opened city by city, only where the demand is already showing up.
Go deeper on US wholesale & distribution or see the operating system that runs it.
Six capabilities, one accountable team.
The full set of US market-entry services for European non-alcoholic and alcohol-free brands — run as one operation, off one inventory.
Importer of record
We stand as your US importer of record — no US entity of your own required to land the first pallet.
Learn more →FDA & TTB compliance
FSVP, prior notice, labeling, and the 0.5% ABV line — cleared before your product ships, not at the port.
Learn more →3PL & fulfillment
One vetted US 3PL and one inventory pool feeding DTC, digital wholesale, and distribution at once.
Learn more →DTC, Shopify & Amazon
The highest-margin channel where you keep the data, plus the discovery surface US buyers start on.
Learn more →Retail & distribution
Digital wholesale to 100,000+ retailers, then physical distribution opened city by city on proven velocity.
Learn more →Retention & owned audience
Lifecycle, subscription, and repeat revenue — the audience and the data stay yours.
Learn more →The most comprehensive guide to launching a non-alcoholic brand in the US.
Field-tested playbooks, the rulebooks, the unit economics, and the tools — organized by the decisions you actually have to make.
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 didn't advise this category. We built it.
Carl helped build French Bloom and other luxury brands at LVMH. Nick built Boisson into the platform that sells most of the category. Between us, we've already done what we'll be doing for you.
Data and insights from inside the US non-alc market.
Field notes, category data, and updates from the team building it — straight to your inbox. No noise.
For founders and operators in the non-alcoholic category. Unsubscribe anytime.
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 — something 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, but the brand, the first-party customer data, and the equity stay entirely with you — that is the whole point of leading with owned channels like Shopify rather than surrendering the relationship to a distributor or marketplace.
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.
The US will define your brand.
The only question is whether you control it.