Super Bowl Spotlight: How Non-Alcoholic Beverages Are Changing the Game 

For the past few years, the rise of non-alcoholic adult beverages has been one of the most discussed trends in the industry—and one Liquor License Advisor has covered extensively in our newsletters. From shifting consumer habits to major brands investing in alcohol-free alternatives, this movement has been impossible to ignore. Now, with two major Super Bowl commercials, the conversation has once again gained traction, signaling that zero-proof beverages are reshaping the market. 

The First Non-Alcoholic Beverage Super Bowl Ad (2023) 

In 2023, Heineken made history with Heineken 0.0, becoming not just the first non-alcoholic beer to be showcased, but the first non-alcoholic adult beverage overall to be advertised during a Super Bowl. This wasn’t just another commercial—it was a defining moment for the alcohol industry. While non-alcoholic beverages had already been gaining traction, their presence on one of the world’s biggest advertising stages signaled a mainstream breakthrough. Alcohol-free options were no longer just a niche trend; they had officially entered the mass-market conversation.

While 2024 saw a brief pause in zero-proof beverage advertising, the trend continued. The absence of these products during the 2024 Super Bowl doesn’t appear to be linked to a decline in sales—it was clear that brands would re-enter the national advertising stage soon.

Non-Alcoholic Beverages Return to the Super Bowl (2025) 

Non-alcoholic beverages made a strong comeback in 2025, with Michelob Ultra Zero featured in Michelob Ultra’s Super Bowl commercial. Though the ad focused primarily on its alcoholic beer, the inclusion of its zero-proof option was still a significant moment for the industry. Best Day Brewing also aired a commercial solely dedicated to its non-alcoholic beer, further reinforcing the category’s growing presence.

With these brands making major ad investments, the resurgence of non-alcoholic beverages in Super Bowl advertising wasn’t just a continuation—it was a clear signal that alcohol-free options, particularly beer, have become an influential category in the market.

What This Means for Your Business: Staying Competitive with Zero-Proof Beverages 

As visibility grows—especially through high-profile advertising like the Super Bowl—it’s clear that non-alcoholic beverages are reshaping the industry.

For liquor stores, bars, and restaurants, offering alcohol-free options is no longer optional—it’s essential. Staying competitive means embracing this shift, expanding product selection, and catering to the evolving preferences of your customers.

At Liquor License Advisor, we’re here to help you stay ahead in this evolving market. 

The Future of Partying:

Will Cannabis-Infused Beverages Spark a New Kind of “Buzz”?

It’s widely known that the younger generations are drinking less alcohol, opting more for no and low-alcohol options than their elders. With health and wellness being at the forefront of this movement, liquor store shelves continue to adorn and multiply the products available for sober shoppers, including non-alcoholic beer and other canned beverages, no and low-alcohol wine, as well as a growing amount of no and low-alcohol options within the hard liquor category. There’s even a new bottle shop, Dray Drinks, in Boston’s South End that features only non-alcoholic beverages, demonstrating a real interest in the sober lifestyle. Retailers are following what’s trending and offering more non-alcoholic products in their stores than ever before.

To read the full article – check out The Advisor Magazine – Issue 34.

 

Holiday Gifting: Top Gift Trends For 2023

December is here, which means that shoppers are out in full force seeking the perfect holiday gift for everyone on their list. Alcohol remains a popular go-to gift, but what will consumers purchase this year? BevAlcInsights by Drizly has taken the guesswork out for retailers by issuing their 2023 Holiday Gift Guide, which provides insight on what categories and brands retailers should enhance in their inventory based on 2023 sales and 2022 gifting trends – critical data for businesses to make the busiest time of year a success.

Spirits reached new heights during the 2022 holiday season, with bourbon, Scotch whisky, and reposado tequila topping the charts for gifting purchases; wine (Champagne and red varietals) was a close second. It seems that despite the current economic climate, the holidays still remain a time when consumers splurge more than they might otherwise, with premium products being high in demand.

To read the full article – check out The Advisor Magazine – Issue 34.

 

Inflation Impact On Holiday Alcohol Spending

Almost everyone you talk to these days brings up the alarming rise in the cost of just about everything, from gas to food to interest rates. Although people are making an effort to consciously monitor their budgets, the holiday season is upon us once again, and with that season inevitably comes an increase in spending, despite the current economic climate. Will consumers celebrate the holidays more frugally this year, or will they toss budgets aside? Consumer spending will affect both on and off-premise establishments as we wrap up 2023, a year that has found most Americans financially strapped, with no end in sight.

To read the full article – check out The Advisor Magazine – Issue 33.

 

Pressure On For Boston Pocket Licenses?

The Joint Committee On Consumer Protection & Professional Licensure held its hearing on Oct. 2, 2023 for proposed Bill H.3741 and Bill S.2380 which are seeking an additional 250 licenses across 10 specific zip codes in the next 5 years, should it become law.

One of the issues that arose during the hearing around the 1:00:45 to 1:05:50 mark addressed the term “pocket” licenses, which are inactive liquor licenses being held by owners and/or landlords which go against the city’s guidelines for license use.

To read the full article – check out The Advisor Magazine – Issue 33.

 

Have You Heard of Sober October?

How This Trend Is Impacting Alcohol Sales

We’ve all become increasingly familiar with Dry January, but have you heard of “Sober October”? According to a recent USA Today article, this movement is becoming increasingly popular as consumers make more health-conscious purchases, trading in their alcoholic beverages for non-alcoholic or low-alcohol substitutes. Some people are trying out this lifestyle shift for a month to consider the benefits of not drinking, while others are trading out a few beverages here and there; however, others are making the shift to eliminate all alcohol entirely.

To read the full article – check out The Advisor Magazine – Issue 32.

 

Does Boston Need More Licenses?

Boston’s Home Rule Petition Hearing: October 2, 2023

Hearing to Consider 250 New Liquor Licenses in the City of Boston: A Brief Summary and What the Change Could Mean for Local Business Owners.

On October 2, 2023, a legislative hearing to consider additional Boston liquor licenses took place at the State House. Mayor Michelle Wu, City Councilor Ruthzee Louijeune, Councilor Brian Worrell, and Councilor Ricardo Arroyo were the forefront of the proposal to advocate in support of the home rule petition, which would allow the city to issue 250 new liquor licenses in ten specific zip codes over the next five years – if it becomes law. To become law, the bill still needs to pass the full Legislature and be signed by the Governor.

To read the full article – check out The Advisor Magazine – Issue 32.

 

Proposed Bill To Nix US Requirement To Obtain Liquor License

Will U.S. Residency Be Required?

Our Team here at Liquor License Advisor often receives the question of whether someone must be a U.S. citizen to obtain a liquor license in Massachusetts. Legally, they do: The way the law currently stands, the manager of record for a business must be a U.S. citizen to obtain a liquor license, which means that a non-citizen cannot be listed as the manager of record if he or she requires a liquor license for his or her business. Here in Massachusetts, the license owner must actually be a state resident as well to go on record as a manager or owner of a liquor license.

To read the full article – check out The Advisor Magazine – Issue 31.

 

Reviving Boston’s Nightlife

Prepare To Thrive: Boston Bars, Pubs, Restaurants & More

It’s not surprising for many that Boston is one of the major cities in the United States that isn’t well-known to have a variety of options for what to do when the sun goes down. Some argue that the reason is due to the City curfew, which is in place to reduce crime, support safety, and maintain cleanliness. Others say that transportation has also always been a main factor in Boston’s dull nightlife since the T stops running at around 1:00 AM, and rideshare prices have skyrocketed due to gas prices and the issue of supply and demand.

To read the full article – check out The Advisor Magazine – Issue 30.

 

Online Lottery Out of Luck

FY2024 Budget Will Not Include the Legalization of Online Lottery

The Massachusetts Package Store Association (MassPack) released a news brief on July 31, 2023, announcing that online lottery is no longer a contender in the Massachusetts FY2024 budget. This decision is good news for local package stores, many of which rely on lottery commissions as part of their sales.

Lottery officials began advocating for an online lottery system due to the legalization of sports betting, as they argue that “sports betting revenues could siphon off revenues from lottery sales”, to which MassPack retorts that, “This has never happened”.

MassPack claims that the state has presented “misleading information” and data based on New Hampshire, Virginia, Pennsylvania, and Michigan, where the state controls alcohol and lottery sales, and therefore does not accurately represent the situation here in Massachusetts, where 100% of lottery retailers are private stores, and an online lottery system would directly compete with these stores.

To read the full article – check out The Advisor Magazine – Issue 30.

 

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