In 2025, the beverage industry is witnessing notable innovations and changing consumer preferences, particularly with the growth of the sober curious movement. Non-alcoholic and low-ABV beverages are gaining popularity, thereby claiming substantial market presence. There has been a 32% increase in non-alcoholic submissions to the Proof Awards, indicating a surge in both quantity and quality in this category. Consumers are increasingly seeking beverages with complex flavors and health benefits, such as adaptogen-infused drinks, highlighting a shift towards mindful consumption and functional beverages that provide cognitive or mood enhancements.
We've seen a 32% increase in non-alcoholic submissions to the Proof Awards compared to just two years ago. What's remarkable isn't just the quantity but the extraordinary quality and innovation we're witnessing in this category.
Consumers are demanding complex flavor profiles and sophisticated drinking experiences regardless of alcohol content. Leading the charge are botanical-infused spirits alternatives, functional adaptogenic beverages, and craft non-alcoholic beers.
#beverage-industry #non-alcoholic-drinks #consumer-trends #functional-beverages #mindful-consumption
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