A major online grocery store is going dry.
Thrive Market, membership-based market known for its organic and health-conscious products, announced Wednesday it will soon remove all alcohol products and replace them with more than 100 brands of nonalcoholic beer, wine and mocktails.
The move, believed to be a first among online grocers, comes ahead of “Dry January” and is being implemented to meet increasing member demand for alcohol substitutes.
According to ISWR, a leading provider of alcohol data and insights, the non-alcoholic beverage category is projected to reach $5 billion by 2028.
Thrive Market is seeing similar momentum among its 1.7 million paying members, who are increasingly seeking innovative, left-of-trend non-alcoholic options.
On the other hand, a recent Gallup report found only 54% of U.S. adults now consume alcohol, one of the lowest levels in decades.
“This move is a reflection of where people are today. Drinking rates are at their lowest point in nearly nine decades,” said Nick Green, Thrive Market CEO and co-founder.
“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.”
Thrive Market will offer brands like Athletic Brewing Company, Best Day Brewing, Gruvi, hiyo, De Soi, Free AF and more.
“We know that many of our members, including many of our own Thrive Market team members, may be interested in going ‘damp’ or ‘dry’ or pausing their alcohol consumption, whether for a month, a season, or indefinitely,” Green said.
“Introducing a non-alcoholic category is a way for our members to have an accessible beverage alternative delivered directly to their doors.”
There’s also logistical reasons for the change.
Non-alcoholic beverages are generally less regulated than alcohol, with fewer shipping restrictions, enabling broader access in communities where non-alcoholic options have historically been limited at retail stores, the company said.
For more information, visit thrivemarket.com/c/non-alcoholic-drinks.
