Not long ago, non-alcoholic ready-to-drink (RTD) beverages occupied a relatively small corner of the market, catering primarily to consumers who had sworn off alcohol entirely. Today, the category looks dramatically different. From spirit-free Negronis to spritzes and aperitif-inspired drinks, non-alcoholic RTDs are attracting a broad range of consumers.
“I think non-alcoholic RTDs mean something different to each guest, which is exactly why the category has been able to grow. For some, they are alcohol replacements. For others, they are lifestyle products, hosting options, or weekday alternatives,” says Adam Sami, the general manager of Gary’s Wine & Marketplace in New Jersey. “At the core, the category is about inclusivity—making sure every guest has something enjoyable and thoughtful to drink.”
While the category is growing, not just anyone can mix up some juices and bitters, slap a label on it, and call it a non-alcoholic RTD cocktail. Consumers are looking for something that is special, buyers explain. Whether it’s a non-alcoholic version of their favorite cocktail or a new discovery, it has to be quality-driven to get a spot on the shelf. “The consumer base is growing, but an oversaturation of product has led to a consolidation of the best,” says Michael Wheeler, general manager and partner at PDXWine in Portland, Oregon.
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To help find the best non-alcoholic RTD cocktails, SevenFifty Daily asked retailers across the U.S. for their top recommendations. These are the products they’re stocking up on right now. (All items are listed with price at the noted establishment.)
(parentheses) After Midnight Botanical Cocktail; $12 per 236-ml bottle
Selected by Aqxyl Storms, founder and curator, Minus Moonshine, Brooklyn
While (parentheses) recently launched two new RTD cocktails, the After Midnight Botanical Cocktail has quickly become a standout. “[It’s] definitely my beach bev for the summer,” says Aqxyl Storms, the founder and beverage curator at Minus Moonshine in Brooklyn.
The appeal lies in its complexity. Smoky, herbal, and deeply botanical, the drink delivers the bold flavors often missing from the non-alcoholic category. “[It’s] fantastic over ice any time of year,” says Storms. “I love anything herbal, and it has the strong notes I miss from alcohol.” The vibrant purple hue doesn’t hurt either. According to Storms, repeat purchases have been strong as consumers continue to return for another can, noting both its appearance and flavor profile.
Crodino Non-Alcoholic Spritz; $15 per four-pack of 200-ml bottles
Selected by Jim Boyrer, owner and general manager, Green Farms Spirit Shop, Westport, Connecticut
When it comes to non-alcoholic RTD cocktail sales at Green Farms Spirit Shop, Jim Boyrer, the owner and manager, says consumer demand falls into two camps: Those looking for alcohol-free versions of familiar favorites and those eager to explore something entirely new. “We are seeing a combination of both; people who want a more traditional non-alcoholic drink as well as those who are looking to try new things,” he says.
While Boyrer has seen strong sales of spirit-free Negronis, Espresso Martinis, and Margaritas, his top seller remains Crodino Non-Alcoholic Spritz. Produced by the Campari Group, the aperitif delivers layers of citrus, botanical, and herbal flavors. Boyrer notes that Crodino comes closest to replicating the experience of an Aperol Spritz, which he says helps explain its popularity among consumers looking to moderate their drinking without giving up the flavors they enjoy.
“People who are cutting back on alcohol still want a non-alcoholic version of what they are accustomed to drinking,” he says.
The Pathfinder Negroni; $5 per 100-ml can
Selected by Michael Wheeler, general manager and partner, PDXWine, Portland, Oregon
PDXWine first began working with The Pathfinder more than two years ago and has helped grow the brand into one of Oregon’s bestselling non-alcoholic spirits. While the brand’s non-alcoholic spirit remains a popular option, its ready-to-drink line has quickly gained traction, particularly the Negroni, which is currently the store’s top-selling SKU, according to Wheeler. “It drinks like a true Negroni,” says Wheeler. “It’s not sparkling, and they developed the bitter and gin components themselves. It’s a really well-executed product.”
The Spritz follows as the second-best seller, while the recently launched Espresso Tonic is already gaining momentum. According to Wheeler, the combination of high-quality liquid and standout packaging has fueled the brand’s success. “It resonates with consumers and mixologists alike because it’s incredibly versatile, whether you’re looking for a complex cocktail experience or something as simple as a spritz.”
The Pathfinder’s growth also reflects broader trends within the non-alcoholic category, which is projected to grow at a compound annual growth rate of 8.7 percent from 2026 to 2034 worldwide (from $455.4 million to $964.8 million), according to a 2025 analysis by Stellar Market Research. PDXWine expects non-alcoholic products to account for roughly nine percent of the company’s total sales in 2026, with The Pathfinder alone representing about five percent. While the market has become increasingly crowded, Wheeler says consumers are beginning to separate the category leaders from the rest.
St. Agrestis Phony Negroni; $10 per two-pack of 200-ml bottles
Selected by Adam Sami, general manager, Gary’s Wine & Marketplace, New Jersey
For those seeking a classic cocktail experience, the St. Agrestis Phony Negroni line—including the original Phony Negroni, White Phony Negroni, Espresso Phony Negroni, and Mezcal Phony Negroni—has become a consistent bestseller at Gary’s Wine & Marketplace. “The continued popularity of classic cocktails, especially the Negroni, has made this a strong fit for us,” says Sami. “It gives guests a well-made non-alcoholic substitute that still feels like a true cocktail experience rather than just a flavored sparkling beverage.
Lapo’s Negroni; $20 per four-pack of 236-ml cans
Selected by Cassondra Bird, cofounder and beverage director, The Scout Wine Bar & Bottle Shop, Gresham, Oregon
While The Scout Wine Bar & Bottle Shop carries both the Lapo’s Negroni and Melagrano Mule RTDs, it’s the Negroni that customers reach for time and time again. “[The Mule] is my personal favorite, but our customers really love the Negroni,” says Cassondra Bird, co-founder and beverage director.
Part of the appeal is its format. The drink delivers what Bird describes as the ideal cocktail-sized serving while remaining approachable from a price standpoint. “An eight-ounce drink is a great cocktail size, and it means it can come in at a good price point for people who are wanting an non-alcoholic cocktail,” she says. The beverage also stands out for its complexity, offering the bitter, herbaceous flavors Negroni drinkers expect while containing less sugar than many competing products in the category.
Though inspired by the classic aperitif tradition, the Lapo’s Negroni has proven versatile in practice. “[It’s] not only nondrinkers who are looking for an easy refresher without the booze,” says Bird. “We have a regular who often has a beer and then one non-alcoholic Negroni as his second drink, so he can hang at the bar longer without drinking too much.”
Dhōs Non-Alcoholic Spirits Margarita; $9 per 355-ml can
Selected by Nick Angelakis, owner, Colonial Farms, Washington Crossing, Pennsylvania
As more consumers become comfortable exploring spirit-free options, products that closely replicate classic cocktails continue to be among the strongest performers at Colonial Farms. Market owner Nick Angelakis says the Dhōs Margarita has emerged as the top-selling non-alcoholic RTD cocktail, largely because it delivers what consumers want most: authenticity. According to Angelakis, the alcohol-free drink comes impressively close to the real thing.
“It’s definitely the flavor as to why it’s so popular. They hit it dead-on,” he says. “In a blind tasting, even I can’t tell which one is the Dhōs and which one is the real thing.”
Angelakis has seen growing interest in non-alcoholic beverages over the last year, though many of the customers purchasing them haven’t stopped drinking altogether. Instead, they’re looking for ways to moderate their consumption while still enjoying familiar flavors and rituals.
“They aren’t going to drink a Margarita in the middle of the week anymore, even though they want one, so they’re reaching for this version,” he says.
While flavor remains the primary driver of repeat purchases at Colonial Farms, Angelakis believes increased awareness and marketing around non-alcoholic beverages have also helped fuel the category’s growth.
Dispatch
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Emily Cappiello is an experienced travel, food and beverage writer, often writing about the intersection of delicious bites, sips, and travel adventures.
