C
US Go-to-Market / Launch
The launch playbook: positioning, the DTC stack, paid acquisition, and the first 90 days.
The economics
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.
$28
$5
10,000
100%
Distributor path= $28 SRP
Brand keeps $5.06 per bottle.
Ownership / DTC path= $28 SRP
Brand keeps $23 per bottle.
All-distributor
$51K
annual brand revenue
Your mix
$230K
4.55× vs distributor
Common questions
- Can I sell NA beverages in the US without a US entity?
- For small test shipments, yes — via a third-party importer-of-record. To receive US payments directly, sign retail agreements, or run US advertising accounts, you will need a US entity. Most brands form a US LLC within the first 90 days.
- Does the US alcohol three-tier distribution system apply to NA beverages?
- Generally, no — sub-0.5% non-malt NA beverages are FDA-regulated food and are generally not bound to the three-tier system at the federal level. However, some states apply distribution franchise rules that effectively extend three-tier logic. Verify with counsel before signing exclusive distribution agreements. See [the full breakdown →](/blog/do-non-alcoholic-beverages-use-three-tier-system).
- How long does it take to get a first US sale?
- With the right structure, 60–90 days from starting compliance work to first Shopify sale is achievable. The biggest delay variables are FDA facility registration (2–4 weeks), label redesign turnaround, and freight lead time. See [the week-by-week checklist →](/blog/first-90-days-us-market-launch-checklist).
- Do I need TTB approval for my NA spirits or NA wine?
- Not if the final product is below 0.5% ABV and not malt-based. NA spirits and NA wine below 0.5% ABV fall under FDA food jurisdiction, not TTB. NA beer (malt-based) retains TTB labeling oversight regardless of ABV. See [FDA vs. TTB: Which Regulates Your Product? →](/blog/fda-vs-ttb-non-alcoholic-beverage).
- What is the single biggest mistake foreign NA brands make entering the US?
- Going wholesale-first before proving DTC demand. Distributors and retailers want proof of sell-through. Without that data, you are negotiating from a position of zero leverage, and you will either be declined or accept unfavorable terms. Build DTC first, get the data, then walk into wholesale conversations.
- Is the US NA market worth the investment?
- The data says yes. The US no/low-alcohol category is forecast at approximately **~18% volume CAGR through 2028**, with the market approaching **~$5B by 2028** (IWSR). The US off-premise channel alone crossed **$1B in 2025** (NIQ). For brands with strong European traction and a product that can compete on quality and story, the US is the highest-upside market in the world right now. --- *Written by Nick Bodkins, co-founder of Avenor, the US market-entry partner for overseas non-alcoholic beverage brands. Nick previously founded Boisson, the largest US non-alcoholic retail and e-commerce platform. Connect on [LinkedIn](https://www.linkedin.com/in/nickbodkins/).* --- **Related resources:** - [← What Does It Cost to Launch? →](/blog/cost-to-launch-na-beverage-brand-us) - [Building Your DTC Stack →](/blog/dtc-stack-na-brand-shopify-klaviyo) - [Paid Acquisition Without Tripping Alcohol Policies →](/blog/paid-acquisition-na-beverages-meta-google) - [Your First 90 Days — Week-by-Week Checklist →](/blog/first-90-days-us-market-launch-checklist) - [How Avenor Works →](/services)