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.

 

Summer Travel Impact On Business

Some Key Takeaways On How To Make The Most of Summer Travel

With summer now in full swing, many restaurant and liquor store owners are faced with the same question: what will this season look like for my business? Will people hop on a plane or into their cars to seek adventure far away from home, or will the rising costs of fuel, food, and nearly everything in between cause people to stay closer to home? Recent travel reports reveal that while many remain enthusiastic about travelling this summer, embracing a pandemic-free season, travel plans may look a little different this year due to continuing inflation concerns. Restaurants and liquor stores, like most other businesses, are also faced with the consequences of inflation, and if you are a business owner you know that keeping your hand on the pulse of who your customers will be this summer (and how long they will be staying) has never been more important.

To read the full article – check out The Advisor Magazine – Issue 29.

 

Customer Service and Consumer Habits For Retailers

Premiumization Levels Off In The Face of Inflation

A recent BevAlc Insights (by Drizly) report comments on the “premiumization trend” that surfaced during the pandemic, referring to when “consumers were trading up to higher-priced products across the beverage alcohol spectrum”, a trend that lasted well into the past year. As nights at home became standard during the pandemic, many upgraded their typical selections at the liquor store or online ordering platform to treat themselves.

To read the full article – check out The Advisor Magazine – Issue 29.

 

SUMMER SIPPIN’ & POPULAR RTDs

Here are the top 5 most popular drinks for Summer 2023

A recent BevAlc Insights by Drizly report reveals that in the past 12 months, Drizly has seen over 400 new RTD cocktail SKUs (stock keeping units) added to their catalog! Clearly, growth in this category is not slowing down any time soon. Local businesses should take note, because “By location, Boston; Northern New Jersey; Long Island, New York; Nashville; and Providence, Rhode Island all over-indexed on RTD sales on Drizly in that [12 month] time period”.

To read the full article – check out The Advisor Magazine – Issue 29.

 

Boston Liquor License Sticker Shock?

The newly established View Boston’s restaurant and lounge just paid $600,000 for their full liquor license, a price tag that has turned some heads. It seems that the price of full liquor licenses in Boston is currently at an all-time high, with the city’s restaurant and bar scene looking much different post-pandemic, as many establishments closed their doors. However, many new restaurants and bars have begun to open their doors, although who exactly is able to open these doors is resulting in some controversy.

To read the full article – check out The Advisor Magazine – Issue 29.

 

Drinks To Go Update: Extended To March 31, 2024

It’s official: drinks-to-go, which was initially intended to be a temporary measure during the pandemic, has been extended for another year. EATER Boston reports that, “Governor Maura Healey signed legislation into effect that will allow Massachusetts businesses to sell cocktails to-go until March 30, 2024”.

To read the full article – check out The Advisor Magazine – Issue 26.

 

Is The City of Boston The Next Place To Ban Nips? 

Nip ban debate heats up as Boston may be the next place in Massachusetts to prohibit nips.

As more and more Massachusetts towns and cities ban “nips”, also known as miniature liquor bottles containing 100 milliliters or less, it seems that Boston may be one of the next ones to join in. According to recent Boston.com and CommonWealth magazine articles, Councilor Ricardo Arroyo wants Boston to be the next city to consider this ban, presenting a significant challenge to liquor store owners.

To read the full article – check out The Advisor Magazine – Issue 26.

 

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