Online grocer Thrive Market is exiting its alcohol category and launching a new non-alcoholic beverage category with more than 100 SKUs. The shift comes ahead of the traditional “Dry January” period and in response to growing member demand for alcohol alternatives.
Shift reflects consumer trends
Thrive Market cited shifting consumer drinking habits and research that challenges traditional views on alcohol consumption as part of the rationale behind the transition. The non-alcoholic beverage category is projected to reach $5 billion by 2028, reflecting broader market momentum for alcohol-free options.
“This move is a reflection of where people are today,” said Nick Green, CEO and co-founder of Thrive Market.
“Drinking rates are at their lowest point in nearly nine decades. Walking away from alcohol and launching non-alcoholic alternatives reflect our commitment to putting members first, and to making clear, forward-looking choices that align our business with the health trends they’re championing.”
Expanding member access to non-alcoholic options
Ahead of the new year, Thrive Market members will have access to non-alcoholic beers, wines and cocktails from brands that include Athletic Brewing Company, Best Day Brewing, Gruvi, hiyo, De Soi and Free AF, among others. Search trends for non-alcoholic products have climbed in recent months, signaling robust interest among its about 1.7 million members.
Green noted that many people choose to moderate or pause alcohol consumption for a month, a season or indefinitely, and said the new category provides easier access to alternatives delivered directly to customers’ doors.
Non-alcoholic beverages generally face fewer shipping restrictions than alcoholic products, enabling broader access to consumers in areas where traditional beverage alcohol delivery is limited.
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About Thrive Market
Founded in 2014 with a mission to make healthy and sustainable living accessible, Thrive Market operates as a membership-based online grocery store that delivers curated products at member-only prices. The company offers a highly filtered catalog spanning food, home goods and personal care, and its social impact arm, Thrive Gives, has funded food access and environmental causes with more than $20 million in contributions. Thrive Market has maintained carbon neutrality since 2014, became a Certified B Corporation in 2020, and in 2023 converted to a Public Benefit Corporation.