For over ten years, Dry January has functioned as a cultural entry point for non-alcoholic drinks. The month-long reset created a tidy narrative that made space for a category still trying to justify itself. That framing helped non-alc break through.
Dry January has long served as a cultural reset for drinking. For Ghia founder Melanie Masarin, that framing is starting to feel misaligned with how consumers actually behave. In this conversation, Masarin explains why Ghia leaned out of Dry January
Charlie Sheen has re-entered the cultural conversation, and he’s done so deliberately. Over the past few months, his public reappearance has followed a tight sequence: a memoir, a documentary, and the launch of a non-alcoholic beer brand, Wild AF. Behind
Presented by CRWD Â The economics of digital advertising have shifted for CPG brands, and the non-alc category is no exception. For years, advertising via platforms like Instagram worked well, because relaxed privacy standards and third-party cookies enabled precise targeting
Presented By: Rho When you enter the beverage industry, finance infrastructure is rarely the thing you’re excited about building. It’s a means to an end: getting product made, getting it on shelves, and getting paid—ideally without spending nights reconciling
Functional beverages continue to surge, but as the experts from formulator dsm-firmenich emphasized at BevNET Live, long-term winners depend on far more than ingredient trends. The conversation outlined the strategic and technical decisions that separate fleeting hype from scalable brands.
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