The alcohol-free category has made its way from niche alternative to mainstream superstar. It’s far from game over for alcohol brands: consumers still want to drink a classic craft beer or premium cocktail. The good news: alcohol-free drinks are becoming part of drinkers’ standard repertoires. The bad news: alcohol-free drinks still have to challenge being positioned as the interlude between the ‘real thing’. Functional alcohol-free drinks step into this gap: bringing drinks for refreshment, socializing and more.