DRINK CULTURE

As one of New York City ’ s few female certified Cicerones and the general manager of the Treadwell Park beer hall and sports bar , Katherine Benecke has built her career around celebrating exceptional brews . She ’ s also seen the rise in nonalcoholic beers , not only for Dry January and Sober October but throughout the year .

“ NA beers have been taking off , with more people opting for mindful consumption and healthier lifestyle habits ,” Benecke says . “ Subsequently , NA beers have become a go-to choice as more people seek moderation without sacrifice .”

Hops are actually great for gut macrobiotics , she adds , “ and the rise in NA beer is directly in line with functional beverages made with adaptogens and probiotics .”

What NA brews has Benecke been recommending recently ? One of her top picks is Athletic Brewing ’ s Free Wave . It ’ s a hazy IPA with the bold , juicy hop flavors that beer enthusiasts crave , she notes .

Another is Bitburger Drive N / A , “ a crisp , clean German pilsner with smooth drinkability and rich heritage .” And Athletic Brewing ’ s Run Wild is a balanced and refreshing craft ale with wide appeal .

How does Benecke approach pairing food with NA beers ? One example is Treadwell Park ’ s Gringo Loco spicy steak blend burger with pepper jack , candied bacon , crispy onions and jalapeno poppers , which pairs beautifully with the Athletic Run Wild , she says . “ The tropical and citrusy notes of the beer complement the spice-driven flavors while also helping to tamper the heat down .”

The Bitburger N / A is a fun choice to serve with German fare for a traditional pub hall type of experience , Benecke says . “ I would pair it with any of our bratwursts , but my personal favorite is our cheddar jalapeno . The dry and refreshing qualities of the beer pair nicely with the richness from the sausage .”

The NA beer industry will keep growing , she says , “ and I expect over the next year we ’ ll only continue to see increased traction and increased celebrity endorsement .” For

example , the actor Tom Holland just released a line of NA beers called BERO .

This signals a larger trend , where alcohol-free products are no longer seen as niche and are becoming more accessible for anyone looking to make more mindful choices , says Benecke .

“ As more people focus on wellness , NA beers are set for longterm growth .”

To celebrate the national rollout of Hampton Water Bubbly this spring , Jesse Bongiovi and Jon Bon Jovi recently took over the La La Laundry laundromat in New York . The premium rosé brand , launched in 2018 by the father-and-son duo , along with French winemaker Gérard Bertrand , had announced the bubbly expression this past October .

The event featured music from DJ Austin Millz , plenty of pink signage , swag and sparkling or still rosé , with makeshift bars set up among the washing machines , dryers and folding stations . Why host a sparkling wine event in a laundromat ? “ Life ’ s too short to take seriously , and we wanted to show that even laundry day can be a reason to celebrate ,” said Jesse Bongiovi . “ Hampton Water Bubbly is all about enjoying the little moments — whether you ' re celebrating something big or just turning the ordinary into something special . Today is all about no fuss — just bubbles , music , and good times with great people .”

Hampton Water is the fastest-growing brand in the $ 16 to $ 25 French rosé price tier . The brand surpassed 100,000 9−liter cases of Still Rosé in 2024 , with depletions nearing 102,000 , an increase of more than 33 % over 2023 . www . cheersonline . com Spring 2025 • Cheers 5