Market guides
Who is winning, what the unit economics look like, and where the US market is headed.
US Non-Alcoholic Drinks Market Size, 2026
The US non-alcoholic drinks market crossed $1 billion in retail sales by end of 2025 and is growing roughly 18% a year toward about $5 billion by 2028.
Carl Héline · Co-founder, Avenor · Paris — Updated June 3, 2026
Read the guide →Is the Non-Alcoholic Trend a Fad? What Data Says
**Verdict: Structural, not a fad.** The non-alcoholic beverage category has now crossed the billion-dollar retail threshold in the US, logged sustained double-digit volume growth across multiple…
Non-Alcoholic Beer vs Wine vs Spirits: Market Size
**NA beer is the largest non-alcoholic segment by a wide margin — roughly $24 billion globally in 2025 with $6.4 billion in the US alone — while NA spirits is the fastest-maturing premium segment,…
Unit Economics of a Non-Alcoholic Beverage Brand
**An NA beverage brand entering the US via DTC typically operates at 55–70% gross margin on the product itself, but net-to-brand economics after fulfillment, CAC, and importer fees frequently…
Who's Winning in US Non-Alcoholic (and Why)
**The brands winning in US non-alcoholic in 2026 are not the ones with the most marketing spend — they are the ones that built distribution deliberately, channel by channel, in a specific geographic…
Non-Alcoholic Beverage Launch Benchmarks: 2026 US Report
Annual benchmark report for non-alcoholic beverage launches in the US: year-one revenue, repeat purchase, retail velocity, channel mix, and European data.
Why European Non-Alcoholic Brands Are Entering the US Market
European non-alcoholic brands are entering the US because off-premise sales are passing $1 billion and IWSR projects a near-$5 billion market by 2028.
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
Written by
Nick Bodkins
Co-founder, Avenor · New York
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