Enough with “No” - The NA category needs a new name

The category needs to evaluate how it’s considering showing up as an evolution to non-alc now that people enjoy non-alcoholic products not just as a substitute only but also as an integration into their normal drinking habits. It’s less about a binary of drinking or not drinking, and more of a fluid mentality that values conscious choice over abstinence.

Celebrate what you are not what you’re not.

Below are some ideas we’ve been throwing around the agency

• Soft Spirits
• Hal & Halk Living
• Lucid Drinking
• Conscious Consumption

Additional contributions from the community:

• Tempo Drinking
• Clear Spirits
• Sober Sips
• Nonnies
• Social Sips

:: Image Credit - Maurizio Di Lori