Product Guides
The New Sober October: 8 Emerging NA Brands You Have To Try
The most exciting things in beverages are happening off the beaten path. Here's your map to the best of them.
Product Guides
The most exciting things in beverages are happening off the beaten path. Here's your map to the best of them.
Fresh buying guides, emerging brands, and product discoveries from Previewer.
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Founder Interview: Jayden of FUN-TECH-LAB on Bringing the Wind Tunnel to Your DesktopIt's not just you—over half of U.S. adults are now actively trying to drink less alcohol. With data showing that Gen Z and Millennials are drinking over 20% less than previous generations, the entire culture around socializing is shifting. Just a few years ago, a month off from drinking meant settling for sparkling water, diet soda, or maybe a Red Bull if you were feeling "crazy". Those days are, thankfully, long gone.
The non-alcoholic space has undergone a full-blown revolution. With the NA market projected to surpass $30 billion in the U.S. by 2026, it's officially the fastest-growing and most innovative category in beverages.
The next generation of beverage companies run the full gamut. We're talking about everything from sophisticated, botanically-infused spirits and THC-laced social tonics to sparkling wines that actually taste like wine and canned mocktails that rival their boozy counterparts.
This new wave is more than a fad; it's a fundamental shift in how we drink. True to our mission, we skipped the big names you already know. Instead, we've scoured the scene to spotlight eight emerging NA brands you've likely never heard of, but absolutely need to try.
The Negroni is notoriously hard to replicate without alcohol, often ending up as a sugary fruit punch. Lapo's is different. Crafted in Florence, this NA Negroni nails the complex, bittersweet profile with authentic notes of juniper, Italian orange, and a satisfying herbal bite. It's all delivered with a light sparkle for a refreshing finish straight from the can.
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Why you should buy it: This is your solution for a sophisticated, alcohol-free aperitif. It's perfect for impressing guests or simply upgrading your weeknight unwind without compromising on flavor. With less sugar than the competition and a focus on that authentic molto bitter character, Lapo's delivers a bar-quality experience with zero effort—proving you don't need alcohol for a perfectly crafted cocktail.
Price as of Article: 4-pack is $19.99
For a continent that loves its beer, one of Germany's best-kept secrets is Malzbier—a dark, rich, and surprisingly complex non-alcoholic malt beverage. Brause has finally brought this classic to the US, keeping its sophisticated heritage intact. This isn't another bland, watery NA beer; it's a bold, full-bodied drink with deep notes of toasted barley, brewed malt, and a hint of smooth caramel that gives it a satisfying finish.
Why you should buy it: Brause is the perfect choice when you're craving the robust flavor of a dark beer but want to skip the alcohol entirely. Made with only four premium, natural ingredients and no added sugar, it delivers that authentic brewery vibe without the calories or the buzz. It's ideal for a cozy night in, as a sophisticated pairing for a hearty meal, or anytime you want a complex, satisfying drink that respects tradition while fitting a modern, health-conscious lifestyle.
Price as of Article: 12-pack for $39.99
Most non-alcoholic beers are a watery disappointment. Easy Does It is the exception. It's a classic American lager that nails the taste with a golden-straw color, floral aroma, and a hint of honey. Founder Erik Ellington's secret is simplicity; he uses just five ingredients to focus on what matters: real beer flavor.
Why you should buy it: This is the ultimate "crushable" beer for when you're skipping the buzz. At only 65 calories, it's a guilt-free choice for post-workout refreshment or any social gathering. Designed as "ice cold gold" for the cooler, it ensures you never miss out on the classic beer experience. If you want a clean and crisp NA lager that tastes like the real deal, your search is over.
Price as of Article: 6-pack for $13.99
This is not your average mocktail—it's a functional beverage from The NA Beverage Co. designed to elevate your mood. Its refreshing Hibiscus Watermelon flavor is infused with a blend of adaptogens and nootropics like Reishi mushroom and L-theanine. The goal is simple: to help you reduce stress, boost immunity, and enhance your sense of well-being.
Why you should buy it: Think of this as your sophisticated social drink, perfect for staying sharp and engaged without the haze. With just 5 calories and zero added sugar, it's a clean, guilt-free way to hydrate while supporting your body. It's the ideal choice for when you want a beverage to do more than just taste good—you want it to actively improve your well-being.
Price as of Article: 12-pack for $44.99
OOSO is the sophisticated alternative to sugary sodas and bland seltzers. This non-alcoholic sparkling tea is crafted with organic teas, adaptogens, and vitamins, and sweetened only with organic honey. With complex flavors like Green Tea Mint Lime and Hibiscus Ginger Currant, it delivers a truly adult taste profile without anything artificial.
Why you should buy it: This is for the mindful drinker who wants more from their beverage. It's infused with adaptogens like ashwagandha and L-theanine to help you manage stress and enhance focus. Perfect for social occasions or as a daily wellness ritual, OOSO is the functional beverage that finally delivers on both sophisticated flavor and real benefits.
Price as of Article: 8-pack for $34.99
This is not the sweet, mild ginger ale you're used to. Uncle Waithley's Vincy Brew is a genuine, small-batch Caribbean ginger beer with a bold, spicy kick. Inspired by a family recipe from St. Vincent, it's made with natural ingredients like fresh ginger, turmeric, lime, and a fiery infusion of Scotch Bonnet pepper.
Why you should buy it: Uncle Waithley's is a fantastic standalone drink for anyone tired of overly sweet sodas who craves a beverage with a serious, grown-up kick. The fiery heat and complex spices make it a brilliant pairing for savory meals, from barbecue to tacos. It's a premium, Black-owned craft beverage that delivers a taste of authentic Caribbean culture and a story passed down through generations.
Price as of Article: SOLD OUT
Recess Mood is for anyone who wants to take the edge off without reaching for alcohol. This is a sparkling water infused with a powerful blend of adaptogens and nootropics designed to help you unwind. Each can contains magnesium L-threonate, L-theanine, and lemon balm to create a unique feeling of calm alertness without drowsiness. And with sophisticated, real fruit flavors like Strawberry Rose and Orange Vanilla, it's a wellness drink that actually tastes like a treat.
Why you should buy it: This is your new ritual for resetting a stressful day. Instead of pouring a glass of wine to unwind, crack open a Recess to gently transition from work to relaxation. It provides a balanced, centered feeling that helps you manage stress while keeping your mind clear and focused. With low calories and no fake ingredients, it's a guilt-free way to find your calm, cool, and collected state, making self-care both easy and delicious.
Price as of Article: 8-pack for $29.99
ISH has mastered the non-alcoholic Mojito, creating an authentic cocktail, not just a lime and mint soda. They use fresh mint, tangy lime, and a proprietary Caribbean Spiced Spirit to deliver a distinct rum-like warmth. To complete the experience, they distill chili seed shells for a subtle "bite" that mimics the sensation of alcohol.
Why you should buy it: This is for the Mojito lover who refuses to settle for a bland substitute. As a convenient, ready-to-drink can, it requires zero effort to enjoy a bar-quality experience. It's an award-winning, sophisticated choice that delivers all the nuance of the classic cocktail, completely alcohol-free.
Price as of Article: 4-pack for $21.99 (Amazon)
The non-alcoholic aisle is no longer about compromise; it's about discovery. As this list proves, the most exciting innovation in beverages is coming from passionate founders who are crafting drinks that stand on their own—full of flavor, function, and story.
So this Sober October, we challenge you to step off the beaten path. Pick a brand from this list that intrigues you and give it a try. You'll not only find a potential new favorite but also support an emerging brand that's helping to define the future of drinking.
Cheers to a month of great taste, no matter what's in your glass.