Why Non-alc is an Infrastructure Play
As Dry January kicks off, we sit down with Sean Goldsmith of The Zero Proof to discuss what it takes to win in the non-alc category in 2026.
Happy 2026! On Jan 14th, we’re releasing our 2026 Report: The New Rules of Brand Building in Bev/Alc. It’s our most comprehensive look at the industry yet. Subscribe now to get the report sent directly to you when it drops.
Welcome to Dry January 2026! Is it even “Dry January?” Honestly, for me, I have no idea. For you? Doesn’t matter! The below hits no matter how you drink these days or this month.
The social friction of moderation
In a world where the social fabric is fraying, the act of not drinking alcohol often means isolating yourself. If 90% of non-alcoholic buyers still drink alcohol, the category is not about abstinence, it’s about managing the social friction of moderation.
For NA to become a lasting, scalable category, it must graduate from being an afterthought to a core component of the total beverage ecosystem.
We’re talking on-premise, too.
We spoke with Sean Goldsmith, founder of The Zero Proof D2C non-alc marketplace and multi-brand distribution arm about how brand, distribution, and on-premise strategy must align to seize the non-alc moment.
Controversial statement incoming—>
According to Sean, the long-term success of the non alcoholic space depends on the normalization of distribution and the sophistication of the on-premise occasion. Brands must shift their focus from convincing consumers to convincing the gatekeepers, distributors and retailers, that NA is a permanent, high value vertical.
This means DTC alone won’t cut it, folks. To win in 2026, brands must stop selling to consumers and start selling to the gatekeepers.
Wellness is the driver, distribution is the way
Sean Goldsmith co-founded The Zero Proof after quitting his finance job and taking a break from drinking. He quickly saw the potential in the category, but his experience confirms that moderation, not abstinence, is the market’s engine.
Sean confirms the statistic that over 90% of non alcoholic buyers still drink alcohol. The core drive is wellness. “They’re drinking way less,” with consumption down 20%-30% in some segments.
For years, the category’s growth was suppressed because “distributors weren’t exactly sure what to do with the product [and] retail buyers weren’t exactly sure where it goes in the store.” Sean views this normalization, where “the gatekeepers... understand that this is here to stay,” as the imminent factor that will cause the category to finally break out in the near future.
“I think really in January of 2026 (NOW!) we’re going to see just an onslaught where the category is opening up.”
While breaking into bars and restaurants is “hard... a lot of time and a lot of effort and a lot of money,” Sean argues that on-premise is where brands are truly built (an interesting statement from the owner of a DTC marketplace!).
He notes that consumers “want to splurge” on a thoughtful NA beverage in a social setting and it serves as a crucial introduction point. The Zero Proof focuses heavily on this, with B2B sales ranging from high end salons to national restaurant chains, and currently supplies 50 plus Michelin accounts!
The fluid bar menu
I’ve been mulling over this idea ever since chatting with Sean. It’s incredibly captivating.
Imagine this:
In the near future, you walk into a bar and look at the menu. There’s a range of thoughtful drinks that start at 0% ABV and increase from there. There’s nothing “lesser” about drinking a non-alc cocktail - in fact, no one is paying attention, because it’s really about the drink itself: serious mixology, high quality ingredients, and delicious experiences.
Sean anticipates that the future bar menu won’t just split into “alc” and “NA,” but will evolve into a spectrum: non alc -> mid ABV -> full strength products that allow a drinker to move fluidly between options without sacrificing the social experience.
He believes the next stage requires hospitality to catch up to demand.
“There’s still a small amount of friction in ordering non alc,” Sean notes, “where it’s just a little bit awkward and it shouldn’t be.”
As the market gets “a lot of noise,” the bar for entry is rising. Sean warns founders must “think deeply about your brand and what you want to say and how your product is going to be different and/or stand out from the pack,” as The Zero Proof and larger buyers are now overwhelmed with samples and pitches.
THE NEW RULE
The NA brand is built on-premise, but the category is won in distribution.
The companies that will win, including The Zero Proof as a platform, are those actively engaging distributors and retailers, making the non alcoholic choice functionally and socially seamless in the environments where culture and brand perception are built.
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Definitely agree with Sean on this one. And the opportunity is HUGE!