Craft Beers Gone Wild - Great Lakes Brewing Beers

RTD cocktails are no longer a novelty—they’re a movement. Fueled by young consumers and premiumization, these grab-and-go drinks are reshaping the alcohol landscape with double-digit growth, gourmet ingredients, and strategic shelf takeover.

The no- and low-alcohol beverage category is moving from fringe trend to major disruptor — driven by Millennial and Gen Z consumers focused on wellness, productivity, and “conscious indulgence.” Growth estimates hover around 4% CAGR through 2028, putting billions of dollars in play across retail, restaurants, and CPG brands positioning themselves to ride this sober-curious wave. Mocktail bars are popping up in nightlife capitals, celebrity-backed NA spirits are hitting the shelves, and the functional beverage boom (featuring ingredients like kava, L-theanine, and ashwagandha) is merging “health” with “happy hour.” What used to be a compromise is now becoming the premium choice — meaning the future of drinking might be a lot less boozy… but a whole lot more interesting.

Alcohol consumption has dropped to its lowest point in nearly 90 years, with younger generations opting for sobriety-friendly lifestyles that prioritize health and mindfulness over hangovers. This “sober-curious” movement is transforming nightlife, ushering in non-alcoholic bars, complex zero-proof offerings, and a new consumer mindset. Rather than rejecting the social ritual of drinking, today’s drinkers are redefining it—choosing flavor, clarity, and wellness without the booze.