If you feel like everyone’s ordering a mocktail right now…you’re not imagining it. The non-alcoholic (N/A) drink wave has gone way beyond “club soda with lime.” It’s a full-blown cultural shift powered by better products, better information about alcohol’s risks, and a new social script that doesn’t make abstaining awkward. From canned mocktails to craft bottled and even draft N/A beers, the modern mocktail drink is flavorful, grown-up, and—most importantly—welcome at the table.

Below, we dig into why mocktails are booming: the health science, social and lifestyle trends, market data, and how to find mocktails you’ll actually love (yes, including cozy fall mocktails).

Moderation Went Mainstream

Let’s start with the numbers. The data keeps rolling in: Americans are rethinking alcohol.

• Fewer adults are drinking. A 2025 Gallup poll found just 54% of U.S. adults say they drink alcohol, the lowest in Gallup’s trend and a sharp drop from prior decades. For the first time, a majority (53%) also say even moderate drinking is bad for your health.

• Dry January is no fad challenge. Multiple measures suggest participation surged in 2024—CiviScience reported that a quarter of U.S. adults 21+ did Dry January, up from 16% the prior year; a peer-reviewed review of Dry January participation cites similar figures and especially strong uptake among 21–34-year-olds.

• No- or low-alcohol is scaling fast. IWSR, the gold-standard drinks market tracker, forecasts the U.S. no-alcohol market to grow ~18% compound annual growth rate (CAGR) from 2024 to 2028, and approach $5B by 2028, with no-alcohol beer the volume driver and no-alcohol RTDs (ready-to-drink, i.e., canned mocktails) surging. Globally, across 10 key markets, no-alcohol is expected to grow at a +7% CAGR by 2028.

• Category leaders are investing—and winning. Heineken reports steady double-digit gains for 0.0 in 2024; Nielsen tracked 25.2% sales growth for Heineken 0.0 in 2024, on top of 32.3% in 2023. Athletic Brewing, the canned non-alcoholic beer juggernaut, hit an $800 million valuation in 2024 following a $50 million funding round, doubling its value in two years.

The market has momentum because consumers do.

Health Intel, Upgraded

For years, “a glass of red wine might be good for you” floated around like folk wisdom. That evidence picture has changed.

• The World Health Organization states no level of alcohol consumption is safe for our health; carcinogenic risk doesn’t flip on at a specific threshold—it starts with the first drop.

• U.S. public health guidance has sharpened, with the Surgeon General highlighting alcohol’s link to at least seven cancers and calling for warning-label updates that explicitly name cancer risk. Several outlets summarized the advisory’s figures (tens of thousands of U.S. cases annually).

• Americans got the memo. Gallup’s 2025 poll shows a majority now believes even “one or two drinks a day” is bad for one’s health, a dramatic rise from 2018. Consumers are making different choices.

That doesn’t mean every mocktail is automatically “healthy”—sugar still counts—but dropping the alcohol math is a big change. (Alcohol has ~7 calories per gram; remove it and you remove those calories.)

Sleep is another driver. Alcohol can make you fall asleep faster while degrading REM and overall sleep quality later in the night—hence the post-nightcap grog. The research base continues to show REM disruption at higher doses, and newer longitudinal work links improvements in sleep with reductions in alcohol use.

Bottom line: knowledge ↑, alcohol↓, mocktail curiosity ↑.

The New Script for Drinking Together (Without Drinking)

Mocktails have rewritten the social rules—particularly for Gen Z and younger Millennials—because they solve a real-world problem: How do I participate without participating?

• Young adults are drinking less than previous generations, with declines across “ever drink,” “drank in past week,” and “sometimes drink too much” metrics. The moderation mindset leads many to mix alcoholic and non-alcoholic choices in the same week or even the same night.

• Platform-driven discoveries fuel mocktail culture. Google, Pinterest, and TikTok pushed N/A into the zeitgeist—from Pinterest’s 2024 trend report (noting spikes like “pineapple mocktails”) to TikTok’s viral “Sleepy Girl Mocktail”, which racked up tens of millions of views and mainstream coverage.

• Events are now “alcohol-optional.” Brands and venues increasingly default to having mocktail drink options on-menu and canned N/A drinks on hand. That normalizes abstaining and keeps groups together—no one has to tap out or call it a night early.

Put differently, the social penalty for passing on alcohol is disappearing. If anything, opting for a mocktail reads as discerning.

Flavor and Craft

Old school “virgin drinks” often just removed the booze and left a sugar bomb. Today’s mocktail playbook is culinary:

• Aromatics and structure: Non-alcoholic spirits (think Seedlip’s Garden 108 or Grove 42) give backbone and bitterness; aperitif-style N/A like De Soi contribute tannin-like structure and complexity; hop-forward sparkling waters (HOP WTR) add bite.

• Texture moves: aquafaba for foam, tonic or verjus for acidity, saline drops for length, capsicum or gentian for bitterness.

• Low-sugar options: With wellness top of mind, many brands build flavor with botanicals rather than syrup.

This is why canned mocktails can be genuinely good now—the recipe research and development has matured, and producers are canning balanced, shelf-stable builds you can crack anywhere. Consumer tests and round-ups in 2025 show dozens of brands vying for top-can status.

The Product Universe

Beer (0.0 / <0.5% ABV)
If you haven’t tried Athletic Brewing, start there; it’s the category’s rocket ship, now a top-20 U.S. brewery by volume with national distribution (and canned N/A beers that actually taste like beer, from hazy IPAs to dark stouts). Heineken 0.0 remains a ubiquitous, reliable lager. Partake, Guinness 0, and Corona Non-Alcoholic round out everyday options. The sales trendlines are unmistakable: Heineken 0.0 posted double-digit growth in 2023–2024; Athletic raised big to expand capacity after crossing 258,000 barrels.

Spirits & aperitifs (0.0)
Category pioneers like Seedlip (distilled N/A “spirits”) helped reframe the mocktail as culinary, not kiddie. Ritual Zero Proof built a line of substitutes (gin, whiskey, agave) widely used by bartenders and home mixologists; De Soi (co-founded by Katy Perry) popularized canned N/A drinks with an aperitif sensibility.

Ready to Drink (RTDs) / social tonics
From Mingle Mocktails to functional cans like Kin Euphorics, the canned mocktails shelf has gotten crowded—enough that state-by-state “favorites” maps and taste-tests are now common content—good news for anyone who wants a beverage mocktail you can toss in a cooler.

Wellness, Productivity, and Still Being Social

People who choose mocktails give different reasons:

• Next-day performance: no hangover, better training runs, better work. (Bid farewell to “Sunday Scaries” and say hello to “Monday smugness.”)

• Sleep: as noted, less alcohol means fewer sleep-stage disruptions; many report better sleep quality when they cut back. (Even survey-style data shows a majority say they sleep better when they take a break from alcohol.)

• Calories: removing alcohol removes a hidden chunk of calories; while some mocktails are sweet, you can choose builds that are bitter, dry, or lightly sweet.

• Belonging: this might be the biggest one. The modern mocktail solves for inclusion—you can still clink glasses, share something delicious, and close the night with everyone else.

No wonder search interest spikes around Dry January and summer patio season—plus a cozy surge for fall mocktails when apple, pear, ginger, and baking spices return. Trend trackers saw late-year peaks for “mocktail recipes,” with seasonal momentum that aligns with holidays and resolutions.

So…What Exactly is a Mocktail Now?

In 2025, mocktail is an umbrella for:

• Zero-proof builds you’d expect to find at a cocktail bar—balanced, complex, and presented with the same care as the boozy side of the menu.

• Canned mocktails/canned N/A drinks with clear styles: “spritz,” “paloma,” “aperitif,” “ginger mule,” “tropical,” “sour,” “bitter lemon,” etc.

• Canned/Bottled N/A beers for hopheads and lager lovers who want a cold one without the ABV.

• Functional N/A that layer botanicals, adaptogens, or nootropics. (Always read labels; functional ≠ medical.)

• THC/CBD drinks (where permissible) that include either natural or synthetic cannabinoids to give users a weed-like calm, but sans alcohol.

Some purists prefer “N/A” or “zero-proof” over mocktail, but consumers use all of them. That’s why you’ll see search strings like “find mocktails near me,” “best mocktail drink,” “non-alcoholic spritz,” or “beverage mocktail ideas.”

How to Find Mocktails (That Aren’t Just Juice)

You’ve got four solid routes:

1) Bars and Restaurants that Actually Curate an N/A List

Look for words like “zero-proof,” “spirit-free,” or “temperance” on the menu. Bonus points if they list brand call-outs (Seedlip, Ritual, Lyre’s, Wilfred’s, Ghia, De Soi, HOP WTR, Athletic, Heineken 0.0). The presence of N/A “spirits” is a good signal you’ll get a real build, not just grenadine and Sprite.

2) Grocers and Bottle Shops with a Dedicated N/A Section

Regional and national retailers carved out more shelf space through 2024–2025 as sales rose—particularly for canned N/A beers and canned mocktails. The growth stats from Heineken 0.0 and Athletic are why those sections keep expanding.

3) Online (Direct-to-Consumer + Delivery)

Most leading N/A brands sell direct-to-consumer, and specialty e-commerce sites bundle variety packs so you can sample across styles.

Pro-tip: if you’re hunting locally, try searching for exact terms like “mocktails,” “N/A bar,” “zero-proof menu,” or “canned mocktails” alongside your city. Those keywords tend to surface the right kind of businesses and lists.

4) You already found us!

MockTale is a new kind of app for a new kind of consumer. We’re busy building a community of like-minded N/A drinkers to help everyone research, locate, and review old and new N/A favorites, and to point you in the direction of establishments doing their level best to create inclusive spaces and exciting menus for our users. So hit up our home page, follow the links to the App Store or Google Play, and start searching and rating N/A drinks today!

Seasonal Spotlight: Fall Mocktails That Slap (Without the Nap)

Fall is a mocktail playground: apples, pears, pomegranates, ginger, baking spices, and smoke. A few style ideas to inspire your own builds (or to order at a bar):

• Spiced Orchard Highball: cloudy apple, verjus, ginger beer, a splash of Seedlip Spice, and a saline dash over ice—think apple-cinnamon snap without the syrupy finish.

• Smoked Pear & Thyme Spritz: N/A aperitif (De Soi Golden Hour), pear nectar, lemon, soda, thyme sprig; add a barspoon of N/A amaro for depth.

• Pomegranate & Black Tea Sour: strong black tea as a tannic base, pomegranate molasses, lemon, aquafaba shake; no spirits needed.

• Hoppy Cran Fizz: HOP WTR–style hop water with cranberry shrub and orange oils for a bitter-bright, beer-adjacent spritz.

• Maple Ginger Mule (zero-proof): N/A “whiskey” (Ritual), lime, ginger beer, maple—served in a frosty mug.

These aren’t sugar bombs; they’re structured like cocktails. If you want non-alcoholic pairings for a fall spread, canned N/A beers (brown ale, dunkel, amber) and canned mocktails (spiced spritzes) are tailgate-friendly winners.

Culture and Content: The Mocktail Moment Online

“Sleepy Girl Mocktail” didn’t just introduce tart cherry juice to the masses; it showed how fast a non-alcoholic idea can move when it fits a need (a relaxing bedtime ritual). Coverage from health and lifestyle outlets logged the trend’s massive view counts and discussed the (still mixed) evidence on tart cherry, magnesium, and sleep. The takeaway wasn’t “magic cure”—it was people are replacing an evening drink with a soothing NA ritual.

Pinterest’s 2024 trend report similarly captured surges for mocktails with tropical flavors (hello, pineapple), and industry trackers flagged mocktail recipes peaking in late-year holidays and January “reset” season. This is now a seasonal content beat—like pumpkin spice, but make it N/A.

But are Mocktails Just a Fad? The Market Says No.

A few reasons the mocktail boom looks durable:

1. Persistent health reappraisal
   The shift in beliefs about “moderate drinking” is large and growing, powered by credible institutions (WHO, Surgeon General) and reflected in Gallup’s national data. That’s a tailwind for non-alcoholic choices long-term.

2. Category investment and product quality
   When leaders like Heineken and breakout players like Athletic double down and report multi-year double-digit growth, retailers follow, menus update, and quality rises. It’s a virtuous cycle.

3. Ready-to-drink convenience
   Ready-to-drink canned mocktails and canned N/A beers fit modern life—picnics, parks, rooftops, and game night. Analysts expect RTDs to be the fastest-growing N/A format through 2028.

4. Inclusivity
   Mocktails solve for the designated driver, the parent on a weeknight, the athlete in marathon training, the sober-curious twenty-something, and the friend who just wants a delicious drink at 9 pm and a clear head at 6 am.

This isn’t “anti-alcohol.” It’s pro-options.

Smart Shopping List: N/A Brands and Drinks to Try

Think of these as flavor archetypes that make it easier to discover your lane:

Crisp & Hoppy

• Athletic Brewing Free Wave Hazy IPA – lush hops, weeknight-friendly. Production scale and investment underscore its ubiquity.

• Heineken 0.0 – clean, universal lager; data shows sustained growth.

Bitter & Botanical

• Seedlip Garden 108 / Grove 42 – distilled N/A spirits that give herbs and citrus backbone to mocktails.

• De Soi Golden Hour / Champignon Dreams (cans) – bright, aperitif-style canned mocktails sparked by botanicals and adaptogens.

Spirit Stand-Ins (classics)

• Ritual Zero Proof (Agave, Gin, Whiskey) – swap into margaritas, G&Ts, and Old Fashioned-style builds; a bartender’s workhorse.

Party-Ready RTDs

• Mingle Mocktails – widely distributed canned mocktails that test well in mainstream palates.

Curious? Grab a mixed canned N/A drinks sampler: one hoppy, one bitter, one citrusy spritz, one “dark and spicy.” You’ll quickly learn what tastes like “you.”

How Bartenders Build a Great Mocktail (And How to Order One)

• Start with structure (acid, bitter, sweet, dilution), then add aroma (citrus oils, herbs) and texture (egg white/aquafaba, tonic bitterness).

• Ask for a “bitter, citrus-forward, low-sweetness zero-proof spritz,” or “spirit-free sour with black tea for tannin.”

• If they stock N/A spirits or aperitifs, consider a dealer’s choice with a target flavor (“ginger & pear,” “smoky grapefruit,” “spiced apple”).

• If you prefer a mocktail drink with no added sugar, say so—bartenders appreciate the constraint.

Those same principles guide home builds. A tiny pinch of salt can wake up a beverage mocktail; a measured barspoon of vinegar or shrub adds complexity; tea (black/oolong) provides bitterness and body without booze.

Key Stats You Can Quote at the Table

• 54% of U.S. adults drink alcohol—a new low—and 53% say moderate drinking is bad for health.

• The U.S. no-alcohol market is projected to grow at a ~18% CAGR (2024–2028) and reach $5B by 2028.

• No safe level of alcohol consumption for cancer risk; U.S. Surgeon General highlights links to ≥7 cancers and backs stronger warning labels.

• Dry January 2024 participation was around 25% among U.S. adults 21+, markedly up from 2023.

The Etiquette (and Joy) of Going N/A

If you’re abstaining (for tonight, for a season, or forever), remember:

• You don’t need a reason beyond “I felt like a mocktail.”

• Offer to bring canned mocktails or canned N/A beers to parties—hosts appreciate thoughtful options.

• Restaurants: if there’s no N/A menu, ask for a zero-proof riff on a house favorite.

And if you’re the friend ordering a cocktail? Great—this isn’t a team sport. The new vibe is coexistence. That’s what makes the mocktail moment feel so grown-up.

A Few Smart Ways to Get Started This Week

• Order two rounds—one alcoholic, one non-alcoholic—and compare the social effect. (You’ll likely notice no one else cares what’s in your glass.)

• Stock a mini N/A bar: one bitter (aperitif), one distilled N/A spirit, one hop-forward canned N/A option, citrus, ginger beer/tonic, verjus or vinegar, saline, and fresh herbs.

• Search smarter: “find mocktails near me,” “zero-proof list,” “canned mocktails,” “canned N/A beers.”

• Seasonal swap: try one fall mocktail from the list above in place of your usual nightcap.

• Once you’ve checked off any of the above: Do the whole N/A community a favor. Download MockTale, find your drinks, and give them a review. Help us inform and educate other N/A drinkers of the best brews and the best places to enjoy them.

Mocktails aren’t a retreat from flavor or fun—they’re an expansion pack for your life. The mocktail movement reflects a culture that’s learning to celebrate well, sleep well, and show up well. That’s worth toasting—whatever’s in your glass.