The Office Fridge Just Got More Interesting
The occasion list for non-alcoholic beverages has never been longer. But as NA drinks show up in more places (yes, even the office) a bigger question is emerging about how to categorize them.
Not long ago, cracking open a beer at work would have raised eyebrows. And to be honest, in most workplaces it still probably does. However, as a recent Esquire feature explored, the mainstreaming of non-alcoholic beverages like beer have changed the playbook. I mean, who among us hasn’t wanted to crack one open before our 3pm Teams meeting (that probably could have been an email)?
As NA beverages have matured in quality, credibility, and brand cred, consumers have increasingly felt comfortable reaching for them in contexts that were previously reserved for coffee, sparkling water, or a soda. Maybe it’s a Hiyo Blackberry Lemon social tonic for a late morning vibe. Or a Best Day IPA with lunch at your desk. Then maybe a Kin Spritz to get you over the afternoon hump before its time to wrap up your day. The social permission structure around NA drinks has fundamentally shifted, where every hour can be happy hour when you drink with an intention for what you want to feel.
In our recent U.S. of N/A episode with Best Day Brewing Founder/CEO, Tate Huffard, we discussed the impact of a category with more applications than alcohol. “I think a lot of the unlock for NA beers is these occasions,” said Huffard. “We see it with lunch beers, we see it with people drinking in the workplace. And we certainly see it with parents wanting to drink on a weeknight, but still be able to do bedtime and wake up early the next morning.”
That expansion of occasions, while great for the category, has also created a new kind of complexity. As more brands flood into the zero-proof space, the line between what constitutes an "adult" NA beverage, or something designed to genuinely replicate the ritual and experience of beer, wine, or spirits, and what is essentially a sophisticated soft drink has become increasingly blurry.
Consider a brand like the aforementioned Hiyo, or Kin Euphorics, each a line of drinks infused with adaptogens and nootropics. They’re both nicely packaged, wellness-forward, and generally positioned as adult NA beverages, without trying to be a beer or a glass of wine. And that's a legitimate and growing lane. But it does raise an interesting question: are these in the same category as a craft NA IPA, or something else entirely? Or a better question is, for the consumer, does it really even matter?
In many ways, the comparison is less about the product and more about intent. NA beers like Best Day or Athletic or Go Brewing are designed specifically to deliver the complexity of traditional craft beer, minus the alcohol. Brands like Hiyo and Kin are designed from the ground up as something new: elevated, functional alternatives that occupy the space where alcohol used to live, but on their own terms. What connects all of them is the occasion, and the cultural permission to drink something interesting when you're not drinking alcohol. That shift is real and meaningful. But it also means the category is absorbing a wide range of products that don't necessarily feel like they belong in the same ensemble.
The Esquire moment is telling. NA beer has arrived in enough cultural contexts, like the office, the golf course, the restaurant, the morning after, that mainstream media is now paying attention. That's a significant milestone for a category that spent years fighting for shelf space and legitimacy. But as the occasion list grows, so does the responsibility for brands, retailers, and advocates to help consumers understand what they're actually choosing. Non-alcoholic beer is pretty self explanatory, as are most NA wines. But what about a functional tonic? Or a seltzer with THC? And a sparkling drink that tastes like orange juice - is it just OJ, but with better branding? The answer matters, not because any of these are wrong, but because an informed consumer is ultimately a better one.
The category is big enough now to hold all of it. The question is whether it's clear enough to navigate.
Want to hear more on this topic? Check out our full conversation with Tate Huffard of Best Day Brewing on the U.S. of N/A podcast, available on Spotify, Apple Podcasts, Pocket Casts, or wherever you consume your content.