For some, the new year represents a fresh start—a chance to reflect on challenges and successes of the previous 365 days and define goals and intentions for the 12 months ahead. Mileage may vary when it comes to the effectiveness of making New Year’s resolutions on an individual level, and overall, research suggests that just 30% of Americans are embracing the “New Year, New Me” mentality in 2025.
As the popularity of setting resolutions wanes for some, at least one personal goal has gained momentum in recent years among US adults—the goal to drink less or abstain entirely from alcohol.
During the early days of COVID-19, alcohol sales spiked—indicating that more people were drinking more booze. Since then, the popularity of the “sober curious” movement has exploded. Adopting a sober curious lifestyle gives people the chance to see how sobriety or moderation might fit into their lives, according to Healthline, for a period of time—or indefinitely. Sober curious communities are thriving on social platforms, where Instagram accounts like Sober Girl Society and A Sober Girl’s Guide have amassed thousands of followers and launched spin-off products including podcasts, books, and coaching programs. There’s a renewed interest in Dry January (and Damp January), too, where participants refrain from alcohol during the first month of the year and use apps like Try Dry, Drinker’s Helper, or Sunnyside to track their progress. In 2025, around 20% of US adults—including 26% of 18- to 34-year-olds—say they intend to stay dry in January.
As more people are seeking to pause, reset, or overhaul their relationships to alcohol, startups have emerged to fill a growing market need for non-alcoholic (NA) beverages. And there is a market need for those options—the market size for non-alcohol beer, wine, and spritis exceeds $500 billion, according to Nielsen. Whether you’re curious if NA options can live up to the flavor and experience of the real thing, you’re interested in stretching Dry January further into 2025 or just looking to moderate, here are some NA beverage startups to check out.
Non-alcoholic spirits companies to know
1. Aplós
Miami-based Aplós produces functional, herbal, vegan NA spirits that intend to calm and uplift without the negative effects of alcohol. Its popular Calme and Arise offerings can be enjoyed like any other spirit—neat, on-the-rocks, or mixed into a number of cocktails. The former is crafted with broad-spectrum hemp for moments of unwind, while the latter is created with a blend of adaptogens to elevate mood, stimulate brain function, and boost energy. Founded in 2020, Aplós raised an estimated $7.85 million of Series A funding in a deal led by Mana Ventures and McCarthy Capital in April 2023—putting the company’s pre-money valuation at $17 million.
2. Curious Elixirs
Brooklyn’s Curious Elixirs is the producer of booze-free, adaptogen-infused cocktails intended to help sober and sober curious folks unwind. The startup offers ready-to-drink riffs on the classic Negroni, Cucumber Collins, and Aperol Spritz created using herbs, roots, barks, and juices. Founded in 2016, Curious Elixirs raised approximately $37,000 through a Kickstarter crowdfunding campaign in the third quarter of that year.
3. For Bitter For Worse
For Bitter For Worse is a Portland, Oregon-based maker of non-alcoholic cocktails, including Eva’s Spritz, an effervescent aperitif, and The Saskatoon, “red wine’s mysterious, wiser friend.” The husband-and-wife duo who founded For Bitter For Worse in 2020 use a proprietary distillation process they refer to as reverse bootlegging to create a layered, robust set of offerings. Most recently, the startup joined RevIthaca Startup Works’ accelerator program, though no equity or funding was exchanged.
4. Free AF
Free AF is a NA cocktail brand created by Lisa King to fill a gap in the market—great tasting, socially acceptable alcohol-free beverages. Based in Auckland, New Zealand, Free AF’s expansive lineup of NA cocktails, including an Apero Spritz, Cuba Libre, and Whisk#y Ginger, are low-calorie, low-sugar, gluten-free, and all-natural. In May 2023, the startup raised an undisclosed amount of venture funding from Convivialité Ventures, Pernod Ricard, and Previously Unavailable.
5. Ghia
Based in Los Angeles, Ghia is the manufacturer of a non-alcoholic aperitif made with Riesling white grape juice concentrate, Yuzu juice, and a number of extracts—from fig and elderflower to orange peel. Founded in 2019, the brand says its products are created to soothe and stimulate, bringing out the best version of you without numbing the night (or the next morning). Ghia raised an undisclosed amount of later-stage venture funding from Blanck Capital in January 2024, and prior to that, the company raised an undisclosed amount of angel funding from Brown Angel Group.
6. Hiyo
Headquartered in Los Angeles, Hiyo‘s stress-relieving beverages intend to improve cognitive function and digestion, as well as reduce inflammation. The startup’s sparkling tonics are crafted with adaptogens, nootropics, and botanicals to be “the better-than-alcohol alternative.” Most recently, in May 2024, the startup raised an undisclosed amount of early-stage venture funding from Costella Kirsch, Red Flyer Investments, and Santatera Capital. Before that, in June 2020, Hiyo won UCLA’s Knapp Venture Competition and was awarded $40,000 of prize money from the UCLA Anderson School of Management.
7. Lyre’s Spirit Co.
Headquartered about 30 miles northwest of London in Rickmansworth, England, Lyre’s Spirit Co. is a leading independent non-alcoholic spirits brand. Founded in 2019, the company aims to replicate the world’s most popular spirits, including gin, bourbon, absinthe, and more, in a non-alcoholic format—each as close to the original premium volume spirit as possible. Lyre’s Spirit Co. most recently raised $22.98 million of later-stage venture funding in a deal led by D Squared Capital and Morgan Creek Capital Management in August 2023. The startup has raised nearly $76 million in total, as of August 2023, and their VC Exit Predictor Opportunity Score is an 83.
8. Kin Euphorics
A heavy hitter out of New York City, Kin Euphorics has raised $13.8 million to date and has a post-money valuation of $46.5 million. The company, co-founded by model Bella Hadid, offers a variety of adaptogenic social tonics and nightcaps. Most recently, Kin Euphorics raised an undisclosed amount of early-stage venture funding from Align Ventures, Capstar Ventures, Rose Culinary Ventures, and others in January 2021.
9. Monday
The Monday team recognizes that everyone approaches drinking from a different place and for different reasons. Its NA London-dry style gin and NA all-American whiskey are for anyone interested in the sober curious movement, as well as pregnant people, people navigating health issues, anyone playing the role of designated driver, for folks who have a big meeting tomorrow, or those who simply prefer to live life sans hangover. The Carlsbad, California-based startup was founded in 2019 and most recently raised $371,148 of an undisclosed target amount of equity crowdfunding via StartEngine in August 2023. The brand’s pre-valuation as of that date was $23 million.
10. Parch
Headquartered in Tucson, Arizona, Parch creates award-winning NA agave cocktails with desert botanicals and adaptogens. The Hispanic- and female-founded startup offers a citrusy, bittersweet Prickly Paloma and smoky Spiced Piñarita, as well as a new Desert Margarita—inspired by the sour oranges and sweet limes that thrive at Mission Garden Tucson. Founded in 2022, Parch joined the PepsiCo Greenhouse Collaborative Accelerator Program in 2023 and received $20,000 in grant funding.
11. Pentire
Founded in 2018 by professional cricket player Alistair Frost, Pentire produces botanical non-alcoholic spirits that are free of artificial sweeteners and colors. Based in Cornwall, England, Pentire’s offerings—including an NA margarita and its original gin-adjacent NA spirit—are created in collaboration with local botanists, distillers, and mixologists. In December 2023, the startup raised $3.74 million of later-stage venture funding from InVance Capital and other undisclosed investors, putting the company’s pre-money valuation at $19.18 million.
12. Proposition
San Francisco’s Proposition is the manufacturer of ready-to-drink, adaptogen-infused, non-alcoholic beverages—like its Turmeric Ginger Mule and Blood Orange Aperitif. Made from thoughtfully sourced botanicals, fruits, and herbs, all of the startup’s mocktails are vegan and gluten-free. Founded in 2019, Proposition most recently raised an undisclosed amount of venture funding from Big Rock in January of that same year.
13. Ritual Zero Proof
Founded in 2019, Chicago’s Ritual Zero Proof manufactures non-alcoholic gin, rum, tequila, and whiskey made with all-natural, individually distilled botanicals. In September 2024, Ritual Zero Proof was acquired by Diageo, a London-based multinational alcoholic beverage company whose roster of non-alcoholic brands includes Seedlip, Gordon’s 0.0, and Tanqueray 0.0.
14. Seedlip
Founded in 2015, London-based Seedlip produces NA spirits made with herbs, distilled barks, spices, and citrus peels. Seedlip offers several signature non-alcoholic spirits, including Seedlip Garden and Grove and Spice, as well as cocktail kits and recipe books. The company was acquired by Diageo, one of the world’s leading producers of branded premium spirits, for an undisclosed amount in August 2019.
Non-alcoholic beer brands to know
15. Athletic Brewing Co.
A noteworthy player in the non-alcoholic brewing space, Athletic Brewing Co. launched in 2017 in Stratford, Connecticut. The company specializes in brewing NA craft beer, such as its popular Run Wild IPA and Upside Dawn Golden. Most recently, in August 2024, Athletic Brewing raised $68.04 million of later-stage venture capital funding in a deal led by General Atlantic. Connecticut Innovations and other undisclosed investors also participated. The company has raised $298.94 million to date, and among its previous investors include former pro football player J.J. Watt, cyclist Lance Armstrong, and Toms Shoes cofounder Blake Mycoskie.
16. Bravus Brewing Company
Founded in 2015, Bravus Brewing manufactures NA craft beer and functional beverages, including IPAs, stouts, shandies, hop water, and sparkling tea. Based in Anaheim, California, the startup’s process doesn’t utilize reverse osmosis or vacuum distillation. Rather, its production process more closely resembles true craft brewing methods, which is why, they say, it tastes better than other NA beer options.
17. Best Day Brewing
Founded in 2020, Best Day Brewing produces NA craft beers from its Sausalito, California headquarters. The startup brews its beers to full strength and then removes the alcohol through a state-of-the-art technology where the beer never rises above fermentation temperature. In October 2024, Best Day raised $12.5 million of Series B venture funding from undisclosed investors, putting its pre-money valuation at $65 million.
18. Coolberg
Founded in 2016, Mumbai’s Coolberg is the leading NA beer company in India, offering a Malt Zero Alcohol Beer and barley malt-based drinks in flavors including cranberry, peach, and strawberry. In May 2024, Coolberg raised $1.1 million in venture funding from angel investor Ashok Damani and other investors. Prior to that, in November 2022, the company was acquired by Ghodawat Consumer Products for an undisclosed amount.
19. Partake Brewing
Canadian NA beer brand Partake Brewing is based in Calgary and is one of the first beverages on this list to hit the shelves—back in 2013. The brand’s founder loved craft beer but had to give it up due to a medical condition. When he couldn’t find a craft non-alcoholic brew that lived up to the taste, variety, and creativity of the real thing, he set out to create his own. Most recently, in March 2022, Partake Brewing raised $16.5 million of Series B venture funding in a deal led by Amberstone, Claridge Venture Partners, and GroundForce Capital.
20. Rightside Brewing
Atlanta-based Rightside Brewing was founded in 2020 by entrepreneur Emree Woods. When she was pregnant a few years earlier, she sought—but couldn’t find—any NA beers that tasted like the real thing. So, she got to work building Rightside. The startup’s website says that most NA beers are created by using heat to remove the alcohol, which “distorts the taste of the product.” Rightside, on the other hand, uses advanced filtration cycles that leave true beer flavor intact.
21. Surreal Brewing
Founded in 2018 by a husband-and-wife team, Sacramento, California’s Surreal Brewing is known for its innovative and flavorful NA beers—including its flagship Chandelier Red IPA and decadent Pastry Porter. The startup aims to provide enjoyable non-alcoholic beer options without compromising on consumers’ health goals—from low-calorie and gluten-reduced brews to beers with zero sugar.
22. WellBeing Brewing Company
Based in Maryland Heights, Missouri, WellBeing Brewing Company crafts low-calorie, high-polyphenols and zero-sugar NA brews. Founded in 2017, the startup’s offerings intend to “spark mind, boost body and raise spirit.” Most recently, WellBeing raised $200,000 of equity crowdfunding in the form of convertible debt via Nvsted in November 2018.
Non-alcoholic wine brands to know
23. Le Petit Béret
French brand Le Petit Béret is the producer of alcohol- and pesticide-free, low-sugar wine-like drinks made from grapes in the south of France—including a Blanc de Blanc Sparkling, Sweet Muscat, and Virgin Rosé. Headquartered in Béziers and founded in 2015, the startup most recently received development capital from Benevolent Capital on an undisclosed date.
24. Monceau Co.
Melbourne-based Monceau Co. offers a range of non-alcoholic drinks, including kombucha, beer, and wine. The startup’s alt-wines are made in collaboration with local vineyards across Victoria, and its range includes a Roussanne Spritz and Sparking Vermentino. Founded in 2019, Monceau Co. raised $850,000 of pre-seed funding from David Burson, George Georgiadis, and other investors in May 2022.
25. Noughty
London’s Noughty manufactures vegan, sugar-free, and organic NA champagnes and sparkling wines, including a dealcoholized Chardonnay and Sparkling Rosé. The B Corp Certified brand was founded in 2015 by Amanda Thomson, one of Business Insider’s Coolest People in Food and Drink in 2019. Most recently, Noughty raised $1.1 million of equity crowdfunding via Crowdcube in July 2019.
26. Proxies
Founded in 2021, Austin-based Proxies offers non-alcoholic wines made from a blend of juices, teas, spices, and bitters, including its Gold Crush, Bubbly Rosé, Crisp White, and Big Red. The startup raised an undisclosed amount of venture funding from InvestEco Capital, Springdale Ventures, and Top Knot Ventures in September 2023.
27. Surely
Based in Austin, Texas, Surely makes its Sparkling Rosé and Sparkling White with alcoholic wine from which it delicately removes the alcohol. Once dealcoholized, small amounts of juice are blended in to elevate the aromatics and round out the palette. Founded in 2018, the company most recently raised $810,993 of Series 1 venture funding in a deal led by Pure Ventures in May 2024.
28. TÖST
Founded in 2014, TÖST is the producer of NA beverages made from an all-natural blend of white tea, white cranberry, and ginger—an alternative to champagne. The startup is headquartered in Manchester, Vermont and most recently raised more than $6.44 million of venture funding from Constellation Ventures and others in May 2023.
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*The data included in this article is accurate per PitchBook data as of December 27, 2024; data is subject to change frequently
