In an age where socialization and health-forward thinking define the average person’s values, the world is seeing an upward trend in NA (non-alcoholic) or sober lifestyles as a way to meet both goals without sacrifice. Rather than having to sit at home while the rest of your friends meet up at a party or gather at a local bar, NA options have turned Dry January on its head, making any time of year the best time to cut back on your alcohol consumption.
Non-Alcoholic Beer, Spirits, and Other Beverages Taking Over 2026 Trends
Little Saints is one of the NA brands making a splash in 2026. Their combination of available ready-to-drink non-alcoholic cocktails (such as Classic Margarita, Ginger Mule, Negroni Spritz, and Paloma) and spirits (in a range of gin, rye and bourbon, and even functional spirits that use varieties of mushrooms) showcase how tasty going the NA can be. While their brand builds on the growing movement, there’s a core reason why interest keeps up-ticking.

“We think it’s pretty simple: Accepting being hungover on a regular basis is a thing of the past,” explains Michaela, in charge of Strategic Communications and Partnerships at Little Saints. “People still want to have a drink at night, because they like the ritual and the elevated flavor profile that signifies ‘it’s time for my rewar,’ at the end of the day. We believe that post-Covid, people are more comfortable advocating for their own well-being, and less likely to be peer-pressured into something that doesn’t make them feel good. Even the rise of GLP-1s is fueling the increased demand for NA, especially for NA that is zero sugar.
Non-Alcoholic Beverages Are For Everyone
That balance of having something special while still treating your body well is key. Many people look at an NA lifestyle as the consequence of an action. But, that landscape is changing as more and more people realize there are other reasons for foregoing alcohol than just something like alcoholism. BERO, a premium non-alcoholic beer brand run by Spider-Man actor Tom Holland and Pittsburgh-native John Herman, are working on changing that misconception by crafting a beer that is just as delicious as those from a brewery but with less than .5% of alcohol.

“Non-alcoholic drinking is not this niche category of, ‘Oh, he’s drinking O’Doul’s, he has an issue,’” says BERO co-founder John Herman. “It’s not about that anymore. It’s about great-tasting optionality, the ritual of sharing a drink with people, making memories. I’m not on a full sobriety journey. But my daughter doesn’t understand a Saturday hangover and sleep is becoming that much more important as I age. It really opened my eyes to what the potential of this category could be.”
It’s not just those in their later, parental years of life who are making the change either. According to Datassential, “Gen Z is at the forefront, with nearly half planning to reduce alcohol consumption. They show the highest engagement with tea during social occasions and are most likely to question alcohol’s role in enhancing experiences.” As all age groups take into consideration what comes out of drinking, the more important businesses like BERO and Little Saints become, especially as the consensus around mocktails shifts.
The “Mocktail” You Know is a Thing of the Past
The “mocktail” that most know is slowly disapearing, but not for a bad reason. Whenever the mocktail was first on the rise, it didn’t take much to adhere to a non-alcoholic customer. Most places chose to mix sodas and juices but there was still this need for something more, something better that didn’t feel like you were outcasted to the kid’s table. Hence, the addition of products like non-alcoholic spirits, cocktails, beers, and wines that add a sophistication to non-alcoholic drinking.
“We believe that the most rapidly growing channel of NA will be on-premise menu placements incorporating non-alcoholic spirits,” says Michaela. “While most bars and restaurants have an NA menu, many of those are still full of juice mocktails, which we know that people do not want, mainly due to high sugar content. All of our markets are reporting increased interest in menu placements that go beyond juice into the categories of top-shelf NA cocktails, such as NA martinis, negronis and margaritas, made with top-shelf NA spirits.”

The Non-Alcoholic Sector in Pittsburgh
While there is still a long way to go before these products make it into every establishment, places like Pittsburgh are already putting NA values front and center at many of the bar programs around the city. Usually you see these trends excel on the coasts and work their way in, but the City of Steel actually got a handle on the NA trend early.
“Pittsburgh somehow over-indexes here, and I think a lot of that goes back to the progressive and really great food scene,” says Herman. “You have a lot of leaders and they’re pushing for a higher quality of menu and selection than what traditionally existed. We went to Spork a couple weekends ago, and they had a full non-alcoholic pairing. It was so thoughtful and curated, tied into everything. That would have been advanced for the trendiest neighborhood in Southern California—what they’re putting out in Pittsburgh is incredible.”
Pittsburgh is also lucky when it comes to a supportive NA landscape that collaboration is one of the largest drives of menus and new products. Small, local restaurants, bars, breweries, distillers, and other professionals come together to introduce the community to a better, newer way of going alcohol-free. It provides the space needed for community engagement without pushing for people to over-consume alcohol.
“I think so much of the redevelopment and thought process of this town is being driven by the creative geniuses in food and restaurants,” explains Herman. “You have chefs trying to bring a higher-quality menu and selection, and that’s showing up in non-alcoholic offerings too. While Pittsburgh still has a strong beer culture, you’re now seeing some of those same breweries help define what NA beer can be. It’s both traditional and progressive at the same time.”

The Future of Drinking
As bigger cities like Pittsburgh continue to place an emphasis on NA values, it’s becoming crucial that smaller cities follow its lead. As more people find out what their night-life and every-day could look like, there’s no going back from what expectations for NA options look like.
“General traffic at bars and restaurants is down, so you need to make sure you’re satisfying every consumer with great options and high-quality options,” says Herman. “That’s what’s driving a lot of this—it’s not just a trend, it’s a necessity. It’s becoming less of a decision of, ‘Do you want a mocktail or a beer or wine?’ It’s really about giving optionality. It’s not about saying, ‘You’re a wine drinker, so here’s a fruity mocktail.’ Instead, it’s about giving people choices that actually match how they want to drink in the moment.”
In case you’re interested in trying a taste of non-alcoholic beverages at home, Chef Richard Sandoval’s Art of Zero-Proof collection provides the perfect starting point for mixing up a delicious mocktail at home. You could even use Little Saints selections for curating the best flavor possible.
Or, take things easy and order up a case of BERO for sipping during the next big game or on a lovely sunny afternoon.
Story by Kylie Thomas
Featured Photo Courtesy of Little Spirits
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