In The New Consumer’s recent survey of thousands of Americans, participants were asked to rank nearly 100 food and beverage items on two axes: how healthy each item seemed, and how happy it made them feel.
Among adult beverages, non-alcoholic beer and canned cocktails landed near the middle: not especially unhealthy, but also not especially enjoyable. They performed just slightly better than diet soda and plant-based meat on the happiness scale.
Wine fared best among alcoholic options. Red wine, in particular, was seen as modestly healthy and made people feel moderately happy. Spirits and beer were viewed as less healthy, though still tied to positive emotional associations.
The results raise a fundamental question for non-alc brands: if consumers associate non-alcoholic drinks with health, but not happiness, how can the category hope to scale?
Perception Varies By Demographic
When broken down by demographic, the survey reveals a more nuanced (and optimistic) picture for non-alc.
Younger consumers, especially Millennials and Gen Z, show higher levels of acceptance across the board. They rate alcohol alternatives as more enjoyable and healthier than older generations do. This cohort also embraces newer categories like THC-infused beverages, which they rank as relatively healthy and emotionally rewarding, on par with or better than many traditional alcoholic beverages.
Men tend to associate beer and whiskey with greater enjoyment than women do, and perceive them as slightly healthier. Meanwhile, women more often find satisfaction in foods and beverages considered more nutritious, like salad or diet soda.
For non-alc brands, these splits offer critical targeting cues. Consumers aged 21–35 in cities, particularly those with higher disposable incomes, are the keenest adopters. They’re seeking alternatives that feel aligned with wellness goals but still deliver satisfaction. They are also more likely to be swayed by storytelling, social proof, and design-forward branding than blanket health claims.
A Cultural Myth Begins to Crack
For decades, conventional wisdom suggested that moderate drinking might be healthier than abstinence. A glass of wine with dinner, or a pint after work, was supposedly good for you. But as you may well know, new studies are rewriting that narrative.
A recent meta-analysis from the Canadian Institute for Substance Use Research examined over 100 alcohol-related studies and found that the supposed benefits of moderate drinking were largely the result of flawed comparisons.
Many studies had measured light drinkers against groups that included former drinkers, people who had often quit for health reasons. Once those biases were corrected, the protective effects vanished.
The World Health Organization went further. In a 2023 public health statement, the WHO confirmed that no amount of alcohol is safe for human consumption. Alcohol is now classified as a Group 1 carcinogen, placing it in the same risk category as asbestos and tobacco.
While much of the general public remains unaware of these findings, awareness is growing. The old mythology around “a drink a day” is losing ground. For brands in the non-alc space, this moment presents an opening, though not without friction.
What It Means for Non-Alc Brands
The research paints a complicated picture. Non-alc options are widely viewed as healthier but rarely as sources of joy. For a category built on the promise of “feeling better,” that should give pause.
It’s not enough to position a product as better for you. Brands must also deliver emotional upside. If a beverage feels like a compromise—something you settle for rather than reach for—it risks being overlooked, no matter how clean the label.
This is especially important in a post-pandemic era, where many consumers still prize indulgence, escapism, and celebration. Brands that lean too far into wellness or functionality without addressing fun may struggle to achieve repeat purchase or mass appeal.
This means, most of all, resisting the urge to sell based on fear. The WHO’s carcinogen classification matters, but consumers aren’t likely to switch based on health risks alone. They switch when an alternative feels just as satisfying—and maybe even cooler—to drink.
The Opportunity Ahead
Cultural sentiment is slowly but steadily turning. Younger consumers are less beholden to alcohol’s legacy associations and more curious about alternatives. Early adopters are seeking beverages that offer both wellness and enjoyment. The science is firmly on the side of reduced alcohol consumption, even if public policy and the mainstream media haven’t fully caught up.
For non-alc brands, the mandate is clear: build a category that tastes good, feels good, and stands for something bigger than just subtraction. Perception may lag reality, but with the right positioning and product experience, brands can close that gap, and open a wider lane for the future of drinking.
