There’s a truism about the majority of consumers who buy non-alcoholic (NA) spirits, wine and beer: they also drink booze, often switching from one to the other, even in a single night.

That practice, dubbed zebra striping, has helped fuel the massive growth in the NA segment, more obvious at Expo West in 2025 than ever before via brands like Best Day Brewing, Kul Mocks, and Hiyo, newly acquired by Constellation Brands. 

Along with Gen Z—the demo often called “the most sober generation” in history—there’s a larger addressable audience for brands in the space.

Seven-year-old Töst helped carve out the category with its bubbly elixirs, which now come in single-serve sizes and slim cans to tap into the popularity of grab-and-go drinks. The brand describes itself as “a moderation play” that aims to speak to various demos.

“Boomers are much more health-conscious these days… this gives them the option to still be social but to cut back on booze,” Jess Daponte, the brand’s CMO, said from Expo West’s North Hall on Wednesday. “And Gen X is definitely more mind-and-body aware these days.”

For a bit of newstalgia, Töst has introduced a sangria in time for Cinco de Mayo, intending to appeal to those who want to celebrate without being hungover on May 6.

Mood boosters

Aimed at some of the same imbibers, along with the music festival and club crowd, Recess, a sparkling CBD drink, has expanded its line with new flavors, mix-in powders, and stylish slim-can mocktails like grapefruit Paloma and watermelon mojito. 

With taglines liberally sprinkled with “calm, cool and collected” verbiage, the fast-growing brand contains ingredients like magnesium, adaptogens, and electrolytes, which are proving to be catnip to consumers.

CEO and founder Benjamin Witte sees no end to the category’s popularity, though he has positioned Recess as broader than an alcohol alternative, with expanded distribution at mainstream retailers including Target and Kroger.

“Our overarching strategy is mental wellness—giving people healthier ways to reduce stress, relax and moderate their alcohol intake,” said Witte, who has recently hired an in-house creative director to handle advertising. “We talk about fewer drinks—moderation not elimination—and we know that people switch off between our products and things like White Claw and High Noon.”

Meanwhile, marketing and advertising in this sector, like others, has become more empathetic, according to Nielsen’s Frey.

“Brands are leaning into the idea that ‘it’s ok to not be ok,’” Frey said. “They’re acknowledging the level of anxiety in the country right now, and their messages are all about supporting consumers.”