92%
of US non-alcohol buyers also purchase alcohol. The same guests want both.
NIQ · 2025
the zero-proof report · memphis
zero-proof is the main event
What the numbers actually say about how America drinks now, and why we built a bar around every guest. Every figure below is cited.
book the bar
a 3 minute read
the movement is mainstream
Non-alcoholic is not a niche anymore, and it is not only for people who abstain. It is a billion-dollar American category bought overwhelmingly by people who also drink. That is the room we pour for.
$1B+
US non-alcoholic beer, wine, and spirits passed $1 billion in stores in 2025, up 22% in a year. NA spirits grew about 70%.
NIQ, via BeverageDaily · 2026
54%
of US adults say they drink alcohol, the lowest in nearly 90 years of Gallup polling.
Gallup · 2025
IWSR counts 61 million new no-alcohol buyers across its 10 key markets between 2022 and 2024, and projects the US market near $5 billion by 2028.
I love using The Sober Bartender at weddings and events. As a planner it is nice to know that they will be there fully prepared with quality and something for everyone. What they offer allows every guest a way to feel included and thought about.
54%
of couples marrying in 2025 put signature cocktails and mocktails on the menu together.
Zola First Look Report · 2025
4%
plan a fully alcohol-free wedding. The modern room is mixed, which is exactly why every signature we pour has a twin.
Zola · 2025
the guest list is getting younger
Who plans to drink less
Share of each generation who plan to cut back · US adults 21+, 2025
In one 2025 study, nearly half of all American adults (49%) said they were trying to drink less. Source: NCSolutions consumer sentiment survey, 1,131 US adults 21+, 2025.
50%
of US adults under 35 say they drink at all, down from 59% just two years earlier.
Gallup · 2025
45%
of legal-drinking-age Gen Z say they have never had an alcoholic drink.
NIQ · 2024
The honest counterpoint: IWSR finds most Gen Z adults do still drink, 74% in the past six months. They are not abstaining. They are moderating, switching between spirited and zero-proof in the same night. Build the bar for both and everyone stays at the party.
what they order when they are out
233%
growth of mocktails on US menus in four years.
Datassential
47%
of bar and restaurant guests now alternate alcoholic and non-alcoholic drinks in one visit.
CGA by NIQ · 2026
37%
of consumers drink a mocktail at least once a week.
Datassential
they are looking for this bar
22%
of Americans plan to visit a sober bar. Among Gen Z it is 41%.
NCSolutions · 2025
A dedicated space that pours beautiful zero-proof drinks is not a compromise anymore. It is a destination one in five Americans is actively seeking, and at private events it is the difference between guests who hold a glass and guests who hold a watered-down soda.
Mocktail mentions on US menus are up 37.4% since 2019, and four in ten on-premise guests say they are likely to take part in Dry January. The demand walks into every room we set up in.
Technomic · 2025; CGA by NIQ · 2026
The Good Glass base is the best base I have ever tried. It was excellent as a mocktail and maybe a little better as a cocktail. The balance was perfect no matter which way you choose to enjoy it.
sources
- NIQ, Non Alcohol Is No Longer a Niche, It’s a Billion-Dollar Movement, 2025. nielseniq.com
- BeverageDaily citing NIQ, Non-alcohol beer, wine and spirits: US growth potential, 2026. beveragedaily.com
- Gallup, Consumption Habits survey, July 2025. news.gallup.com
- IWSR, Key Statistics and Trends for the US No-Alcohol Market, 2025. theiwsr.com
- IWSR, Growth of $4bn+ Expected from No-Alcohol Category by 2028, 2024. theiwsr.com
- Zola, First Look Report, 2025. zola.com
- NCSolutions (a Circana company), third annual consumer sentiment survey, 1,131 US adults 21+, 2025. circana.com
- NIQ, Gen Z alcohol trends, Generational Consumer Study, 2024. nielseniq.com
- IWSR Bevtrac, Gen Z moderation press releases, 2025. theiwsr.com
- Datassential, Non-Alcoholic Beverages keynote report. datassential.com
- Technomic Ignite Menu data, reported by Nation’s Restaurant News, 2025. nrn.com
- CGA by NIQ, Dry January in the US On-Premise, 2026. nielseniq.com