For years, the proof that sober drinking was going mainstream came from what we saw ourselves: more NA beer on the shelf and a mocktail menu that finally went past Shirley Temples.
Next week, there will be data behind it.
The Adult Non-Alcoholic Beverage Association (ANBA) is hosting the ANA Virtual Summit on Tuesday, Nov. 17, and Wednesday, Nov. 18, from 12-3 p.m. ET both days. It streams live on LinkedIn, and it’s free to attend from anywhere.
The Sober Curator is a proud Community Partner.
The Numbers We’ve Been Waiting For
Day 1 opens with the launch of the first-ever State of the Adult Non-Alcoholic Beverage Industry Report. ANBA built it from its own survey of NA brands plus data from NIQ, Circana and Datassential. The report shows where the category is growing, who’s buying, and what’s selling in stores, bars and restaurants.
Everyone who registers gets a copy of the report at the end of Day 1.
The rest of the afternoon goes deep on retail and on-premise numbers and on the person ordering the drinks, with a session called “Meet the ANBA Drinker.” The day closes with a panel on what’s next for the category. That panel features Bill Shufelt of Athletic Brewing, Ben Branson of Pollen Projects (the founder behind Seedlip) and Taylor Foxman of The Industry Collective.
Day 2 Belongs to the Builders
Day 2 shifts from data to the people building the category.
Founders from Mocktail Club, The Free Spirits Company, Three Spirit and RationAle Brewing share how they started. Total Wine & More and Mingle Mocktails cover the future of retail. Derek Brown of Drink Company and Diageo’s non-alcoholic team talk about getting NA drinks onto bar menus that actually treat them as real drinks.
If you make it, sell it, serve it, fund it or cover it, this summit is for you. Honestly, if you just drink it, it’s for you too.
We’ve Been Tasting This Category for Years
I had my last drink on April 30, 2006. Back then, the NA options were one sad beer at the back of the cooler, and nobody was hosting summits about it.
Now there are panels, data partners and a full industry association. I’ll admit that makes me a little emotional.
At The Sober Curator, we’ve covered this category from the drinker’s seat the whole way. Happy Every Hour is our NA beverage review column. Senior Contributor Justin Lamb has built an NA beer review list of more than 130+ brews: IPAs, stouts, porters, lagers, pilsners and everything in between, all with honest tasting notes. Contributor Kim Parsley is our NA craft cocktail reviewer who also happens to curate vintage travel bars worth swooning over.
When the industry numbers drop next Tuesday, Justin and Kim’s reviews will tell you what those numbers taste like.
Register for the free ANA Virtual Summit, then dig into Justin’s 150+ NA beer reviews to find your next favorite pour.
HAPPY EVERY HOUR: Best Non-Alcoholic Beers of 2026 – The Sober Curator’s Definitive Guide
Welcome to HAPPY EVERY HOUR, your go-to hub for all things NA (non-alcoholic). We review alcohol-free beers, ciders, wines, spirits, RTDs (ready-to-drink), and share NA cocktail recipes that taste just as good—if not better—than the boozy originals. Whether you’re sober, sober-curious, or just taking a break, this is where great taste meets zero proof.
TRIGGER WARNING: People in early sobriety may want to proceed with caution. Always read labels. Please hydrate responsibly … #becausedrunkneverlooksgood.
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