Thrive Market drops alcohol, adds 100 non-alcoholic beers, wines and cocktails

Thrive Market is officially phasing out its alcohol category and replacing it with a new lineup of over 100 non-alcoholic options, including beers from Athletic Brewing, adaptogenic cocktails from De Soi, and zero-proof wines from Gruvi.

Why Thrive Market is going dry

Alcoholic consumption in the U.S. has fallen to its lowest point in nearly 90 years, according to Gallup. Meanwhile, the non-alcoholic beverage market is projected to hit $5 billion by 2028. Thrive Market says searches for alcohol alternatives have been steadily increasing on their site, with a sharp rise in the last quarter.

The new category includes non-alcoholic beers, wines, and cocktails from brands like Athletic Brewing, Best Day Brewing, Gruvi, hiyo, De Soi, and Free AF. The move comes just ahead of Dry January, when millions commit to cutting back or taking a break from alcohol.

“Walking away from alcohol and launching non-alcoholic alternatives reflect our commitment to putting members first,” says CEO Nick Green. Whether customers are going fully sober or just taking a break, Thrive’s pivot signals that the mainstream shift away from alcohol is accelerating.

Where to buy

Thrive Market’s new non-alcoholic collection is available now at thrivemarket.com.