The latest research suggests that 2026 looks super-positive for the world of alcohol-free… though one major factor is holding it back.

Let’s start with the good news. According to a recent report from drinks analysts IWSR the no/low alcohol category is expected to see growth of 9% over the next 12 months. While alcohol drinks categories struggle, AF beers, wines and spirits are all on the up, cashing in on a worldwide change in drinking habits.

Much of this is driven by Gen Z, who are increasingly working non-alc drinks into nights out. Functional drinks, whether with health-giving properties or replicating the ‘buzz’ of alcohol, are expected to have a big future too.

All of this is clearly great news. But according to the report there is one factor stopping the category from maximising its potential, and it’s a big one.

According to IWSR, the biggest barrier stopping people from trying alcohol-free drinks is concern about how they taste.

Once bitten

Whether we like it or not, there are still some poor drinks out there and, however unfair it might seem, if consumers’ first experience with alcohol-free is a bad one, it can lead them to write off the whole category.

Plus, drinkers who have never tried alcohol-free can be hesitant to dip into alcohol-free for fear of picking something they won’t like.

So, how does the non-alc category turn this around, and give people the confidence to choose drinks they will like?  The answer is third-party recommendation.

Why trust is key

When people are looking for an electrician or a holiday let, they take into account reviews and ratings. Medals – whether on a bottle or on a web page – do the same for drinks.

Alcoholic drinks producers understand this well. They realise that recognition in a respected competition will give consumers the confidence to experiment with a country, a region or a drink style that they’re not familiar with.

Even greater benefits come from consistency. Drinks that pick up medals year after year resonate with buyers and consumers alike as a guarantee of consistent quality.

It’s a big plus for customers to know that a brand is not just rated by impartial experts, but delivers reliably great liquid year in year out.

Giving buyers, whether consumers or trade, this confidence is what will drive alcohol-free brands – and the whole category – forward into 2026 and beyond.

Entries for WAFA 2026 close on Feb 27th. Start your entry now!