In 2026, non-alcoholic beverages will no longer be an emerging phenomenon, but instead they will become a distinct and structured segment of the premium drinks market, fuelled by long-term changes in consumer behaviour.
Published on Jan 28,2026 at 10:24 AM | Updated on Jan 28,2026 at 3:35 PM

While Dry January has helped with the growth of voluntary sobriety in recent years, this momentum we are seeing goes far beyond this one-off event. According to the Gourmet Selection 2025 trend report, 52% of French people have said that they plan to reduce their alcohol consumption. This indicates to a structural change in habits rather than a simple cyclical effect.

 

From an alternative to a true tasting experience

The non-alcoholic market originally developed around substitution products, designed as direct equivalents to beer, wine or spirits. This approach facilitated the initial evolution in consumer behaviour. In 2026, however, this approach is already showing its limitations. The experts of Gourmet Selection have noticed a shift towards more creative offerings in 2025, inspired by mixology and gastronomy, where flavour identity takes precedence over imitation.

Non-alcoholic beverages now position themselves as its complete own experience. Complex aromatic blends, combined with a focus on initial tastings, texture and palate length have become defining attributes. This premium shift meets strong consumer expectation: enjoying celebratory and social moments without compromising on pleasure or quality.

 

A market that is shifting to a new level

This rise in quality goes hand in hand with a shift of its economic scale. According to an analysis published by NielsenIQ in August 2025, the non-alcoholic beverage category has entered a new phase of development, crossing the symbolic threshold of one billion dollars worldwide and confirming its emergence from niche status.

In 2026, this upwards shift is reflected in increased diversification of product formats and intended usages, from premium bottles to ready-to-serve solutions, particularly suited for events and out-of-home consumption.

 

Non-alcoholic beverages in the Gourmet Selection trade show marketing calendar

Non-alcoholic beverages are now part of a well-defined marketing cycle, with two key periods during the year. The first peak in interest occurs at the beginning of the year, driven by Dry January, which acts as a media accelerator and a barometer of consumer expectations.

The second peak is in spring and early summer, when exhibitors structure their ranges in line with seasonal uses, out-of-home consumption and festive events. This positioning echoes the Gourmet Selection food marketing calendar, which identifies this period as strategic for categories related to aperitifs, drinks and social occasions.

Held in June, the Gourmet Selection trade show fits perfectly into this calendar, offering exhibitors a key opportunity to present their new non-alcoholic products, refine their positioning and meet with specialist distributors and players in the hotel and catering industry before the peak summer season.

 

Nasdrow, a new generation of non-alcoholic beverages

Debuting at the 2025 Gourmet Selection trade show, exhibitor Nasdrow exemplifies the evolution of non-alcoholic beverages into fully fledged tasting experiences. As soon as Nasdrow arrived at the show, the young Bordeaux-based brand attracted the interest of trade visitors with a range of four drinks inspired by cocktail recipes, but without alcohol. As Stephan Guglieri, co-founder of the brand, summed it up during an interview conducted at the show: ‘Nasdrow: it sounds like a cocktail, it tastes like a cocktail... but it's not a cocktail’.

Nasdrow was born from a personal observation about the social norms surrounding alcohol. "The founder's name is Victoire. She felt that there was a lot of social pressure to drink alcohol at parties, especially when she was a student herself. People would often say to her, “Come on, have one last drink!” She found this unbearable, especially because there weren't really any festive alternatives to alcohol. The only options available were either too sweet, too bitter or too fizzy. So she wanted to create a range that would meet this need. "

 

Divin, recognition of a premium non-alcoholic offering

Also present at Gourmet Selection, the exhibitor Divin distinguished itself at the 2025 edition by winning the Best Of 2025 award in the non-alcoholic beverages category during the Best Of competition, one of the show's events. This distinction highlights the gradual change in structure of the segment and the growing recognition of alcohol-free beverages positioned around quality, taste, and the tasting experience.

Bouteille de vin sans alcool Divin No Low
Through its products, Divin takes an approach inspired by the world of wine, offering non-alcoholic beverages designed to accompany social moments and gastronomic experiences. In 2026, non-alcoholic beverages will fully enter the phase of maturity. As foreseen in the Gourmet Selection 2025 trendbook, this category is taking shape around a clearer, higher‑quality offering that is increasingly aligned with gastronomic and event‑driven consumption.

Meet these non-alcoholic exhibitors at the Gourmet Selection 2026 trade show

The ‘non-alcoholic beverages’ category is now a clearly identified category, reflecting the consolidation of the segment and the diversity of approaches on offer. Among the brands positioned or expected at Gourmet Selection 2026 are La Maison Bissardon and Georges Monin.
Bouteilles de jus présentées par la Maison Bissardon exposant à Gourmet Selection

Meet all the professionals in the fine food and quality delicatessen sector at the Gourmet Selection trade show from Sunday the 7th to Monday the 8th of June 2026 at Paris Expo - Porte de Versailles Pavilion 7.2.

Image credit: Rirri - Unsplash

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