Dry Atlas
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About Dry Atlas

Dry Atlas is the market intelligence company focused on alcohol alternatives.

About Dry Atlas
4,200+
Products tracked across non-alcoholic spirits, wine, beer, and ready-to-drink cocktails, on and off the market
2,000+
American consumers surveyed every quarter
1,000+
Beverage companies read our insights, including giants like The Coca-Cola Company, Moët Hennessy, and Diageo

What we offer

We publish The State of Alcohol Alternatives, a quarterly report built on surveys of 2,000+ American consumers and our database of 4,200+ products tracked on and off the market.

Our newsletter is read by 7,000+ professionals at The Coca-Cola Company, Moët Hennessy, Diageo, and 1,000+ other beverage companies.

Quarterly ReportThe State of Alcohol Alternatives is the quarterly report on the category, built on our database and surveys of 2,000+ American consumers. Explore the report →
BriefingsFree 25-minute walkthroughs of each report edition, with every question submitted live answered in writing. See upcoming briefings →
NewsletterData-backed insights on alcohol alternatives, every Wednesday, for 7,000+ beverage professionals. Free. Subscribe →
Product Database4,200+ products and 1,150+ brands, on and off the market, updated continuously. Explore the database →
EnterpriseA company-wide license to the quarterly report for insights, strategy, and innovation teams. See the enterprise license →
Custom ResearchResearch built around your own question, on our consumer surveys and product data. Explore custom research →
How we build our intelligence
Category-native, U.S.-focusedBuilt by people who have sold and studied alcohol alternatives in the U.S. since 2020.
Primary researchWe track the category first-hand, and field our own national consumer surveys every quarter.
Verified and sourcedEvery third-party data point is checked and attributed, so you can cite it.
Continuously updatedWe update the database as products launch and leave the market. See our methodology →
Who we are

Before Dry Atlas, co-founders Douglas and Victoria Watters built Spirited Away, America’s first non-alcoholic bottle shop, in New York in 2020. It drew millions of views on TikTok, earned coverage in The New York Times, The Wall Street Journal, and Vogue, and ran for five years before its acquisition. Selling these drinks across the counter, and working with the brands that made them, is where they learned the category from the shelf up. Today Dry Atlas covers one market in depth: the U.S.

Douglas WattersDouglas WattersCo-founder

Douglas leads sales and the Dry Atlas Product Database. Before Dry Atlas, he opened Spirited Away, America’s first non-alcoholic bottle shop, in 2020 and ran it until its acquisition in 2025.

Victoria Watters
Victoria WattersCo-founder

Victoria leads research and marketing at Dry Atlas and writes the Grow column for Inc. She ran Spirited Away alongside Douglas. Earlier, she led product marketing at Galaxy and worked in brand and content marketing at J.P. Morgan Asset Management.

Put our intelligence to work

Explore the report