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– Mat Dinsmore , general manager of Wilbur ’ s Total Beverage in Fort Collins , CO .

saturated fatty acids , etc ., which can be obtained from plant , animal and microorganisms .

“ Functional beverages are within the alcohol-free movement ,” Heintz explains . “ Some beverages contain ingredients that may give you a little lift or help you sleep — it replicates similar feelings without the alcohol . It ’ s still a relatively new category , so it ’ s still in its discovery phase , but the brands that were early to the category are some of the ones in our assortment .”

THREE-TIER SYSTEM OPTIONAL

For the spiritless sector , since the beverages technically don ’ t contain any alcohol , there ’ s no need for retailers to go through the three-tier system . But some still do anyway , out of convenience .

Wine World orders products from both its regular distributors as well as online wholesalers such as Faire Wholesale Market .

“ We have seen that the beer distributors were the first to catch on to this trend and start offering a variety of nonalcoholic products ,” says Cox . “ A few of our regular liquor and wine

The nonalcoholic category has been gaining traction at Wilbur ’ s Total Beverage in Fort Collins , CO .

distributors have begun to catch on as well , which is good business for them and ourselves as well .”

Wilbur ’ s Total Beverage also buys both directly from the producer and through wholesalers . “ Traditionally we buy from wholesalers since we deal with them every week and they can have the products shipped sooner , but there ’ s some beverages like mixers that you can mail order and have drop shipped ,” notes Dinsmore .

Sèchey ’ s Heintz currently purchases zero-proof beverages through three different avenues . “ I either order directly through the brand , from wholesale sites that specialize in alcohol-free products or from distributors that are starting to build out their non-alcoholic options ,” she says . “ We decide what to buy based on customer demand , and then of course we have to taste everything and make sure we like it . The branding also has to look great .”

While the convenience of ordering straight from the producer can be tempting , it has its drawbacks . Both Cox and Dinsmore note the increased cost of shipping when there ’ s no middlemen involved . “ The shipping kills you — it can get pretty expensive ,” says Dinsmore . Demand for no- and low-alcohol beverages is not expected to slow anytime soon . “ It is truly showing you how you must change with the industry ,” says Cox . “ Many of our customers who we might not have at all simply because they don ’ t drink now have many options in every subcategory of NA products . The non-alcoholic category is eliminating the alienation that one might feel in a social setting for not drinking .”

Dinsmore sees the category continuing to grow , “ especially with Millennials who are looking to not drink . Now they have other substitutes ,” he says . “ You ’ re also watching some Boomers grasp it because their body doesn ’ t handle alcohol the way it used to , so it gives them an alternative to what they ’ ve been doing for the last 50 years .”

Agreeing with both Cox and Dinsmore is Heintz , adding that the wellness aspect will help continue to boost the category . “ It ’ s a wellness trend , so as people continue to look at their overall health and wellness , alcohol is just one level of that ,” she says .

“ I compare this to the early days of indie beauty , clean beauty and thinking about what we put on our skin ,” Heintz says .

“ Now , we ’ re thinking about what we ’ re consuming . The alcohol category speaks specifically to wellness and as people continue to choose options over traditional alcohol , we see this category continuing to grow .”

8 Drink Responsibly 2024