The lack of leadership in Non-Alc is sobering.

The non-alcoholic beverage (non-alc) category has evolved into a crowded yet dynamic space, driven primarily by Millennials and Gen Z. These generations are adopting sober-curious and damp lifestyles, which emphasize reducing alcohol consumption without complete abstinence. With so many brands vying for attention, creating standout presence in this crowded category has become crucial. Unfortunately, brands are showing up with the same tired claims of health benefits in their communication, video content of people running for exercise and cut to them running into happy hour, and the obvious executions reminding people about Sober October and Dry January. The category can do better and it is in desperate need of marketing leadership, not by case volume but by marketing with a unique approach.

At SED Communications, we define "eruption" as recalibrating the codes and conventions that historically define a category in order to lead it – not simply for a moment, but for the long haul. We helped BARE Zero Proof elevate above the competition by positioning them as a socializing advocate for the non-alc community by creating the first piece of thought leadership for the category called The State of Sober Socializing Report, a commentary on how social situations were being affected by non-alc consumption and what drinkers and bartenders/bar owner could do to increase a welcoming atmosphere and feeling of acceptance for non-drinkers.. This leadership stance helped to put that brand on the map. Now, your brand may not be in a position to take that big of a stand, but there are some simple things you can do to increase your chances of standing out if you are a startup non-alc brand. Here are some suggestions.

1. Reimagine Wellness with a Purpose-Driven Narrative

Millennials and Gen Z have shown time and again that they are motivated by values, especially around health and wellness. Brands looking to erupt in the non-arc space need to craft a narrative that goes beyond offering a "healthier alternative."

Tip for eruption: Connect with the deeper emotional drivers behind these generations’ preferences. Instead of simply promoting your product as a non-alcoholic option, emphasize how it enhances mindfulness, mental clarity, and emotional well-being. Brands like Seedlip, Kin Euphorics, and others have successfully tapped into this by positioning their products as tools for wellness and self-care, rather than just alternatives to alcohol.

2. Innovate with Unique and Functional Ingredients

Functional beverages have emerged as key drivers in the non-arc category, but to truly stand out, brands must push the envelope with innovative ingredients that cater to the evolving desires of sober-curious Millennials and Gen Z.

Tip for eruption: Consider combining non-alcoholic drinks with functional beverage partners or by promoting your own ingredients like adaptogens, nootropics, CBD, or other botanicals that offer tangible functional benefits, such as enhancing focus, relaxation, or gut health. These ingredients make beverages part of an ongoing wellness ritual, rather than just an occasional drink for when you refraining from alcohol consumption.

Brands like Recess and Ghia have successfully erupted in the space by offering multi-functional beverages that go beyond taste, catering to the mental health and productivity needs of their audience. Integrating trending functional ingredients can spark curiosity and convert casual consumers into loyal fans.

3. Build an Engaging and Interactive Digital Presence

In today’s market, eruption often happens on social media. Both Millennials and Gen Z are driven by their digital personas and are heavily influenced by online experiences. Creating shareable, visually stunning content that resonates with their values is key to gaining traction.

Tip for eruption: Invest in a strong digital storytelling strategy that highlights the lifestyle your brand represents. Please don’t copy-cat other non-alc brands by just showing stocky lifestyle shots and drink shots. Make them unique! Highly stylized packaging and visually appealing drink presentations will encourage user-generated content on Instagram, TikTok, and Pinterest. Collaborate with influencers who embody the sober-curious or wellness lifestyle.

A 2024 study showed that 68% of Millennials are influenced by social media when making food and beverage choices. Creating Instagrammable moments can help position your brand as both aspirational and accessible, which is crucial for achieving eruption in this space.

4. Align with Sustainability and Ethical Consumption

Millennials and Gen Z are extremely conscious of the environmental and social impact of the products they consume. To erupt in the non-alcoholic beverage space, brands must emphasize sustainability, transparency, and ethical practices.

Tip for eruption: Build sustainability into your core brand messaging. Use eco-friendly packaging, source organic and local ingredients, and provide transparency in your supply chain. Highlight your commitment to environmental causes, as these resonate with your target audience. According to a 2023 report, over 70% of Millennials say sustainability influences their purchasing decisions.

Ethical branding isn’t just about eco-friendliness—it’s also about being authentic and transparent. Brands that erupt in this space are those that consistently demonstrate their ethical commitments and stand for more than just profit.

5. Offer a New Take on Socializing

For many Millennials and Gen Z, drinking has traditionally been tied to socialization. Brands that want to erupt in the non-alcoholic category should capitalize on this by redefining how people experience social drinking without alcohol.

Tip for eruption: Position your beverage as the centerpiece of new kinds of social gatherings, where inclusivity and mindfulness take precedence over alcohol consumption. Brands like Athletic Brewing and Ritual Zero Proof have successfully created spaces where non-alcoholic beverages are celebrated, rather than seen as alternatives.

Organize events or collaborate with venues that focus on wellness and community-building. Make your drinks synonymous with fun, connection, and relaxation, without the need for alcohol. This approach makes non-alcoholic beverages the star of the show, rather than an afterthought.

6. Lead the "Damp Lifestyle" Conversation

The rise of the damp lifestyle—a moderate approach to alcohol consumption—has made waves among both Millennials and Gen Z. Instead of full sobriety, many in these generations are reducing their alcohol intake to maintain wellness while still enjoying occasional drinks. Brands can leverage this trend to create an eruption by appealing to both those who are fully sober-curious and those who are moderating their intake.

Tip for eruption: Craft marketing that speaks to balance and moderation not only in drinking, but in life. Highlight how your product fits perfectly into the lifestyles of those who are looking for mindfulness in their lives and show them how mindful drinking options, will allow them to extend that to enjoy social occasions differently.

Conclusion: Erupt by Leading, Not Following

In a crowded category like non-alcoholic beverages, eruption requires standing out through authenticity, innovation, and an alignment with the values of your audience. By crafting a strong wellness narrative, incorporating functional benefits, leading on sustainability, and owning the digital and social conversation, your brand can rise above the noise and erupt in the non-alc space.

Remember, eruption isn’t just about making a splash—it’s about creating lasting momentum. As the sober-curious and damp lifestyles continue to gain steam among Millennials and Gen Z, the opportunity for brands to lead this revolution has never been greater.

For more tips on how to create eruptions in competitive markets, visit www.sedcommunications.com.