Everything it takes to launch a non-alcoholic brand in the United States.
Our guides to importing, labels, shelves, and margins, organized by the decisions you will face.
When you would rather hand it over than do it yourself, see the full US operation we run for non-alcoholic brands.
California Prop 65 for Imported Alcohol-Free Drinks
Prop 65 covers any drink sold to Californians.
Nick Bodkins · Co-founder, Avenor · New York — Updated September 23, 2026
Read the guide →The sections
Importing NA Beverages into the US
FDA, customs, and the rulebooks that govern bringing a non-alcoholic brand across the Atlantic.
13 guides
Distribution & Retail
Finding distributors, winning retail buyers, and choosing the right path to shelf.
9 guides
US Go-to-Market / Launch
The launch playbook: positioning, the DTC stack, paid acquisition, and the first 90 days.
8 guides
Market Intelligence
Who is winning, what the unit economics look like, and where the US market is headed.
7 guides
Compliance & Labeling
Label terms, FDA requirements, state-by-state rules, and reformulating a European recipe.
17 guides
Decision & Partnership
Build, hire, or partner — how overseas founders decide who runs their US entry.
10 guides
Operations & Finance
The operational and financial machinery behind a sustained US presence.
8 guides
Owned Audience & Recurring Revenue
Building an owned audience and the recurring-revenue engine that compounds it.
10 guides
The US Operating Stack
The tech and service-ops decisions — data ownership, storefront, fulfillment — behind a durable US presence.
1 guide
Demand Generation & Conversion
Creating and converting US demand for an alcohol-free brand: channels, offers, and the advertising rules that apply.
4 guides
Amazon & Wholesale Marketplaces
The self-serve digital marketplaces — Amazon on the retail side, Faire and its peers on wholesale.
4 guides
Pricing & Margin Architecture
Building a US price that survives every margin taker and still leaves contribution.
3 guides
The US margin calculator
The single number most brands get wrong about the US. Model yours.
Model your US margin.
Same shelf price, same cost of goods — two very different outcomes. Move the sliders to see what your brand keeps through a distributor versus owning the channel.
Brand keeps $5.06 per bottle.
Brand keeps $23 per bottle.
annual brand revenue
4.55× vs distributor
Field notes from the US market.
For founders and export teams bringing a drinks brand to the US.