A growing category in our store illustrates the community’s desire for alcohol-free libations
by Kailyn Reilly, Center Store Assistant Manager
Growing up, I went to AA meetings with my mom and watched her drink virgin Bloody Marys on the holidays, as well as an O’Douls every once in a while. As I became an adult, I worked with many people in recovery. My boyfriend is also sober. When I first started working at the Co-op almost three years ago, I brought home a bottle of Töst (a local sparkling white tea drink) as a little treat for a special occasion since it’s non-alcoholic. He loved it and it is now our go to celebratory drink in place of the “traditional” champagne. When I was taking a pretty harsh acne medication last year, I was instructed not to drink for the six months I was taking it. I had a few events that I would normally drink at, but instead I drank some non-alcoholic wine and yes, Töst! From what I’ve heard from friends and family that are sober, they still like and want nice/fancy drinks, just not with the alcohol.
One of the things that I’m most proud of and excited about is our non-alcoholic set. Back in May 2022, David Kelly, the Center Store Manager, and I were meeting with one of our sales reps and she showed us a non-alcoholic beer, and I immediately convinced David to jump on the N/A train. Since then, I have taken on this whole category and it’s become my baby. This category is generally growing rapidly, and I am constantly looking and trying new products to sell in our N/A set. If you’ve been following along since 2022, you’ve seen that display change a lot. I’ve swapped a lot of products out to make space for higher quality options and more variety. Right now, I think we have a pretty great spread of options ranging from spirit alternatives, wines, beer, cocktails, and mixers – but of course there’s always room to grow. Our Co-op’s top-seller, Athletic Brewing Co., is actually holding four out of the top ten N/A beers according to Drizly’s 2023 consumer data.
While these alternatives can be great for anyone who’s sober, they’re also great for everyone. Yes, everyone.
On medication that you shouldn’t drink on and you have an event to go to but don’t want to feel awkward (not that you are!)? Have a glass of Leitz pinot noir.
You’re the designated driver tonight? Have some Atmos Brewing Co. golden ale.
Have an early morning but really just want to have a fancy drink? Make yourself a. N/A cocktail with any of the Ritual Zero Proof spirits or try one of the Free AF ready to drink N/A cocktails (the Paloma is my favorite).
Just trying to be more mindful with your drinking? Take a peek at our section, and if you have something specific you’re looking for, please let me know, I’m always open to ideas and suggestions!
I have spoken to many of our customers who are just as excited as I am and so grateful for this section, and it means the world to me that I’m able to provide these alternatives. As non-alcoholic beverages are trending, and people are reaching for them more and more, I can’t wait to see what’s to come.