What’s Really In Your (NA) Drink?
With more consumers entering the non-alcoholic space on a daily basis, ‘what’s in the glass’ has becomes a more important question.
The non-alcoholic beverage category is booming, fueled by a growing interest in wellness, moderation, and mindful drinking. But as store shelves and hospitality menus continue to fill with NA beers, wines, spirits, and functional alternatives, the question of what’s actually in these drinks has become a more common concern.
In a recent episode of the U.S. of N/A podcast, we sat down with Nota Bene Flavors founder and CEO Michael Colangelo to talk about the ingredients, additives, and production methods shaping today’s zero-proof landscape. For starters, ‘mindful’ drinking isn’t about quitting alcohol entirely. For upwards of 90% or more of NA consumers, it’s actually about exercising choice in drinking occasions, enjoying flavor, ritual, and social connection without the alcohol (at least some of the time). According to Colangelo, that shift has created a more engaged and curious audience, one that expects the same level of transparency from non-alcoholic drinks as they do from food and traditional beverages. “How something is made really matters,” Colangelo emphasized, especially for consumers seeking authenticity and quality.
Additives, sugar, and the label problem
One challenge facing the NA category is inconsistent labeling. Unlike traditional beer, wine, and spirits, many zero-proof beverages exist in regulatory gray areas, which can limit how much ingredient information is disclosed. Some NA products rely on added sugars or flavor additives to compensate for alcohol’s absence. They also may contain preservatives, often to make-up for the lack of alcohol, which in and of itself can be a preserving agent. These ingredients aren’t inherently bad, but consumers aren’t always aware they’re present, especially when beverages are positioned as wellness-forward. Sugar is a recurring example. Without alcohol’s bitterness, sweetness often plays a larger role, particularly in NA wines and cocktails. That curiosity is changing expectations. Consumers increasingly want to understand how NA drinks are made, not just whether they contain alcohol. “People are asking better questions now,” Colangelo observed. “They want to know what’s actually in the product.”
De-constructing an alcoholic beverage vs. designing a new one
There’s also an important distinction between beverages that are created to mimic the flavor profile of an alcoholic drink, versus those designed to create an elevated experience entirely on their own. Much of the early category focused on the former, whereas creative distillers like Morgan McLachlan have emerged to reimagine what’s possible, making a reinvention of the adult beverage more mainstream. The sky truly is the limit of possibilities.
The next phase of non-alcoholic growth won’t be driven by novelty alone. It will be shaped by credibility, craftsmanship, and clarity. For consumers, mindful drinking starts with reading labels and asking questions. For brands, transparency isn’t just good ethics, it’s smart business. The zero-proof future is bright, especially when consumers know what’s in their glass.
Interested to hear more on this discussion? Watch our full video with Michael Colangelo, above, which can also be found in Apple Podcasts, Pocket Casts, or wherever you consume your content.