Overview
- Supermarkets now carry a rapidly expanding range of zero‑alcohol beers, wines, sparkling alternatives and spirit‑style products, reflecting a shift well beyond Dry January.
- Major cruise lines have launched alcohol‑free drink packages, with Aida’s “Fun” option priced about 60% below alcoholic bundles and similar offers from MSC, Princess, Holland America and Carnival.
- High‑end gastronomy is embracing the category, highlighted by new mocktail‑only books from bartender Linh Nguyen and chef Simon Schlachter with Martin Masch.
- The beverage trade is formalizing the segment, with ProWein scheduling a dedicated “ProWein Zero” hall in Düsseldorf from March 15–17, 2026.
- Regulation and pricing shape travel choices, with Germany’s retail alcohol prices 14% below the EU average and Finland 110% above, varied U.S. local limits and Muslim‑majority rules, and a reported end‑2025 expansion of alcohol purchases for some non‑Muslim foreigners in Riyadh while hotel service plans remain unconfirmed.