Proofnomore

04/29/2026

Molson Coors is expanding its Non Alc beer line with a NEW Coors 0.0% alcohol free & will have a FIFA World Cup themed-limited edition beer for a May launch timing in the Northeast.

The Food & Wine article by Stasia Brewczynski April 29, 2026 "Coors is going Alcohol-Free -Meet its first 0.0% Beer"

Coors already has a NA beer with their Coors Edge, so will they phase Edge out with this new 0.0%? Coors will start a May 2026 Northeast US roll out & then into other regions.

We, www.ProofNoMore.com hope to get this in for our DTC site as assume their NYC distributor will get this in ASAP esp with the tie in with the World Cup being held in the NYC metro area.

They are timing this with the FIFA World Cup & will have a soccer themed limited edition packaging albeit Bud ZERO is the official FIFA NA beer sponsor. Quote from Coors' Matt Carpenter, VP of Marketing in the article and why Coors sees continued growth in the Non Alc beer sector:

“The way people drink is changing,” notes Matt Carpenter, vice president of marketing, explaining the timing behind the release. As nonalcoholic beer continues to emerge as one of the fastest-growing segments in the beverage space, Carpenter says Coors 0.0% is the company’s response to evolving consumer preferences and a way “to stay in the moment.” The brand is positioning the product not as a departure from its core identity, but as an extension of it — one that meets drinkers where they are today.

When one of the largest breweries is investing more into the Non Alc beer space, shows the continued optimism for the Non Alc beer sector in the US and hopefully the US will get to the same 10% of the overall beer market like it is in more mature Non Alc beer markets like Germany & Spain as I'd say the US is probably a little of 2% share of the overall US beer market now.



https://www.foodandwine.com/coors-launches-zero-abv-nonalcoholic-beer-11960529

Coors is making its first move into nonalcoholic beer with Coors 0.0%, a new zero-ABV release headed to Northeast markets in May. The launch comes as the category continues to grow and more consumers look for flexible drinking options. Nationwide expansion is slated for 2027.

12/24/2025

As the old saying goes "Early Bird Catches the Worm".

If you are joining us for our TUE Jan 6, 2026 Non-Alcoholic Tasting event @131 Greene St, Manhattan, we are giving away a FREE Spiritless tote bag to the first 100 attendees that check in.

FREE to attend, but you need to RSVP, see link: https://events.shopifyny.com/proofnomore2

If you haven't RSVP'd yet, stop procrastinating & come celebrate the New Year with ProofNoMore, Shopify NY, & others in the Non-Alc Community. We will have over 35 Non-Alcoholic beer, cider, spirit, & wine options to taste.

12/16/2025

RSVP is NOW OPEN for ProofNoMore & Shopify's DRY JANUARY Non-Alcoholic tasting on TUE, Jan 6, 2026 from 5pm-8pm @ 131 Greene St in Manhattan.

We will have over 35 Non-Alcoholic beer, cider, wine, spirit/cocktail options to try so if you are Sober Curious, Flex Drinking, moderating, fully sober, or just exploring the growing Non-Alcoholic trend to stop on by.

We will have some exciting free giveaways to the first 100 guests and will raffle off two gift cards (you must be present to win) to use on www.ProofNoMore.com.

Admission is FREE, but you do need to RSVP--scroll down for the RSVP link

We will have Non-Alcoholic (NA)

11/30/2025

SAVE THE DATE. ProofNoMore & Shopify have teamed up again to host a DRY JANUARY Non-Alcoholic tasting event TUES, January 6, 2026 @ 131 Greene St in NYC from 5pm-8pm.

Last year's event was Shopify's highest attended Non-Alcoholic event they have ever hosted and have invited us back to kick off the 2026 event schedule at their event space in SOHO.

This event is open to all consumers & trade professionals if you want to taste a great variety of Adult Non-Alcoholic (

11/20/2022

Nov 20, 2022 CBD Sunday Morning segment on the growing non Alc sector with an interview with NY Times iconic wine critic Eric Asimov who overall gave a positive plug for the growing Non Alc sector which even he feels is here to stay. He still has his alc wine bias esp when critiquing Non Alc wines, but overall has positive comments on the sector. https://www.cbsnews.com/news/a-new-trend-is-brewing-nonalcoholic-beers-mocktails/?intcid=CNM-00-10abd1h&fbclid=IwAR2eZ2oMoMykYOkmikvm7vW1crHVQqgWwXnswW32ogxX4FgNq9GLsMt9Is0 Nov 20, 2022 CBS Sunday Morning segment by Kelefa Sanneh on Non Alcoholic drinks with an interview with noted New York Times wine critic Eric Asimov

In recent years, nonalcoholic beer sales have increased 70%, and no good cocktail list is complete without a few "mocktails." New York Times chief wine critic Eric Asimov samples some tasty beverages, no alcohol required.

09/23/2022

Smithsonian Sept 21, 2022 article on "The Science Behind Non-Alcoholic Wine" by Lauren Oster. Nice background article on some of the usual de-alc techniques to make non alc wine and the article focuses mainly on "spinning cone technology" which in the US is the most often used de-alc method, but the article does allude to old school vacuum distillation and reverse osmosis too.

Articles like these in "regular" media help to expand awareness of the Non Alc sector to the general consumer so are always welcome.

Drinking habits are changing, and vintners are exceeding tasters' expectations with new options stripped of their alcohol

09/23/2022

Sept 22 Hekate Cafe and Elixir Lounge on Ave B, New York City's only non alcoholic bar. CHECK them out if you are in the city and has a witchy theme or vibe

09/11/2022

We were at the Sept 10 Brooklyn Beer Fest in the Navy Yard. Giving samples of various Non Alcs like AVEC mixers, Atmosphere alc free beer, Flyers CBD infused cocktails, Fluere non alc spirits, Franklin and Sons tonics, Giesen Non Alc Sauvignon Blanc, Sober Carpenter non alcoholic beers, and Woodland Farms non alcoholic beers.

09/09/2022

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08/13/2022

Aug 12, 2022 Sans Bar NYC pop up event in Mid Town. Chris Marshall founder of the original Sans Bar Austin, TX hosted this and will host many more pop ups in other cities. Also, guest Karolina Rzadkowolska of Euphoric Alcohol-Free read a passage from her book.

Chris made some new announcements in adding more cities for the Sans Bar tour including their first international events in Canada. The are partnering with Big Vision Community NYC to help plan these events.

They are also looking for brand ambassadors to help spread the Non Alc word with doing tastings and events in one's local area. More details to come.

#безалкогольный #χωρίςαλκοόλ #μηαλκοολούχο خاليمنالكحول # غيركحولي # غیر الکلی # আমি মদ খাই না # #무알콜 #不含酒精 #ノンアルコール #ノンアルコールビール

08/07/2022

Drizly's year 2021 Non Alc Beverage Insights has some interesting information related to the growth of the NA sector. 90% of Drizly's retailer network has at least one NA option with NA beer no surprise being the lead NA category with NA spirits the fastest growing with Seedlip being the dominant NA spirit in 2021.

NA beer is the largest NA segment but is just 0.7 % of total US beer share with year-over-year sales growth (2020 to 2021) at 200 percent. In 2021, NA spirits are leading non-alcoholic growth, with sales up 600% over 2020, while NA wine sales are up nearly 300% year-over-year.

Non Alc over indexes is some of Drizly's key metro markets like Boston, Denver, LA, & NYC.

Caveat for some of their brand data, is this will be biased based on a brands retail distribution in Drizly's retailer network, but some good insights as their 2021 Top NA brands were:
1-Heineken
2-Athletic Brewing Company
3-Sutter Home Fre
4-Ariel
5-Seedlip
6-Clausthaler
7-Lagunitas
8-Brooklyn Brewery
9-Grüvi
10-Budweiser

Driven by consumer desire for ‘better-for-you’ beverages and rise in product innovation, non-alcoholic categories are seeing rapid growth.