Let’s face it, more and more of your friends are cutting back or giving up on alcohol completely. And while it might seem like a harmless change in someone’s social habits, it’s actually causing real headaches for restaurants and alcohol suppliers.
For restaurants, it’s a big deal. Alcohol sales keep most businesses running. Because alcohol represents, on average, between 20% and 60% of a restaurant’s revenue, depending on the type of establishment. It’s not something you can easily overlook. A restaurant owner put it bluntly: “Alcohol is a big part of the business. But people are changing. We’ve got no choice but to rethink our offer.”
And honestly? We feel it too.
Not that long ago, drinking less felt like something you had to explain. Now? It’s just part of the culture. The whole scene is shifting. And fast.
Bars, restaurants, and big-name brands are scrambling to keep up with these new demands. But a few saw it coming, and they’re now setting the pace.
Take French Bloom, for example. A non-alcoholic champagne so good, it blew everyone’s mind, and yep, LVMH bought it. When the biggest luxury group in the world starts investing in alcohol-free drinks, you know it’s not just a trend. It’s a whole new era.
Let’s look at the numbers.
In 2024, Switzerland consumed 218.4 million litres of wine. Sounds like a lot, until you realize it’s 18.6 million litres less than the year before, a sharp 7.9% drop in just one year. Since 2020, national wine consumption has fallen by 14% (Federal Office for Agriculture, 2025). And it’s not just wine; daily alcohol consumption in Switzerland has halved since the mid-2000s (Federal Statistical Office, 2024). Drinking less is no longer weird, it’s intentional.
And who’s in the driver’s seat of this transformation? Gen Z. Yep, they’re rewriting the apéro playbook entirely. A Berenberg Research study shows that Gen Z drinks 20% less than Millennials did at the same age. Because for them, socializing doesn’t revolve around alcohol the way it used to:
“It’s not that I don’t drink, I just don’t want it to be the only way I enjoy myself.” -Audrey, 21 years old
What’s changed is simple: people are better informed, and as a result, they’re asking better questions. Health matters more. Knowing what they put into their bodies matters more. That’s why younger generations are embracing wellness trends and stepping back from the booze. The pandemic also made a lot of people pause and rethink their habits. And now, with a wave of genuinely good low- and no-alcohol options, cutting back doesn’t feel like a sacrifice. Just look at Dry January, what started as a niche detox challenge is now a global reset button. Even if you don’t do it, you know about it. That’s proof that the conversation around alcohol has changed.
What We've Noticed
As a 0% alcohol player for over a decade, we’ve watched the beverage world reshape itself in real time. Trust us, when we launched the first Swiss craft kombucha (Urban Kombucha), people looked at us like we were from another planet. Not only did no one really know what kombucha was, but there were barely any craft alternatives to traditional soft drinks. Craft beer was booming, but natural, high-quality sodas? Still untouched territory.
Now, boundaries are being pushed. The momentum is real. Beer brewers and winemakers are launching alcohol-free bottles that are outselling their classics. At the same time, the natural wine scene is challenging what was established as being the “normal taste of wine”. And everywhere you look, new players are entering the game, each trying to bring something fresh to the table. What we love most about it? These folks aren’t following any rules. They’re reimagining what a non-alcoholic drink can be. Not just “good for a non-alcoholic,” but straight-up good. Period.
Today, a craft non-alcoholic drink can carry the elegance of wine, the boldness of soda, and a whole new sense of purpose. It can be poured and served in fine dining settings with the same care and attention as a great bottle of wine.
So let’s dive in. Here are a few standout brands that are redefining what it means to drink differently.
Some Cool Players to Watch
Muri: an Alcohol-free Wine that Will Bloooooow your Mind
Born in Copenhagen, Muri is changing the non-alcoholic scene by focusing on the experience of drinking. It feels like you’re having a glass of champagne. They create flavorful drinks using wild herbs, berries, teas, and water kefir. Designed to be served like fine wine, each drink is carefully presented and paired for an elevated experience. Featured in high-end restaurants, Muri's drinks are also used to make non-alcoholic versions of classic cocktails. Their approach encourages appreciation for the complexity and craftsmanship of non-alcoholic beverages, positioning them as sophisticated and integral to modern drinking culture.
Photo (Muri, https://muri-drinks.com/)
Feral: Fermented Botanical Drinks. Say again?
Feral is one of those brands that makes you do a double take, you feel like you’re sipping a complex glass of wine, yet there’s no alcohol in sight. These "fermented botanicals" are served in a way that feels both familiar and entirely new, chilled and poured into wine glasses, transforming the experience into something closer to fine dining than your usual soft drink. The ritual of serving them mirrors that of wine, inviting you to savor each sip and fully appreciate the depth and complexity of the flavors from natural fermentation of plants like herbs, roots, and vegetables. But here’s the catch. They’re not quite wine, not quite a cocktail, and certainly not the sweet, fizzy soft drinks we’re used to. They occupy a space of their own, offering a savory, spicy profile that challenges traditional definitions of non-alcoholic drinks.
Photo (Feral, https://feral-drinks.com/en/products/tasting-box-4)
Archipel Kombucha: Not your Average Kombucha
Archipel Kombucha challenges the traditional view of kombucha by focusing on craftsmanship and terroir rather than just health trends. Drawing inspiration from winemaking, they carefully source their ingredients, working with local farmers, winemakers, and fruit growers to create unique, nuanced flavors, much like a winemaker selects the finest grapes. This approach transforms kombucha into a more refined beverage, seamlessly integrating into the rituals of wine culture. Served chilled in wine glasses and poured with the precision of a sommelier, Archipel redefines kombucha as a sophisticated, complex experience for those who savor depth in every sip. Their collaboration with Florent Martin, one of France’s top sommeliers, reinforces their commitment to pushing kombucha out of the health aisle and into haute cuisine, redefining the category with each bottle.
Photo (Archipel Kombucha, https://archipelkombucha.com/)
Flip: A Different Kind of Flavoured Water
Flip has redefined sparkling water by ditching the minimalist, purity-obsessed designs of traditional big brands. With its bold, vibrant packaging and naturally flavored blends, Flip caters to a new generation looking for both style and substance. Made with pure Swiss mountain water, real ingredients, and rescued fruits that would otherwise go to waste, it’s a drink that supports sustainability while offering a refreshing, mineral-packed experience free from sugar or artificial additives. More than just water, Flip is a lively, feel-good choice that brings together health, flavor, and responsibility in a way that sets a new standard for the category. In their own words: it’s water, but better. And yes, it tastes amazing too.
Photo (Flip, https://www.drink-flip.com/)
So, What’s Changing for Us?
Well, not that much.
Except that now, we’re not alone. And we absolutely LOVE it.
We’re all about shaking things up, without the booze, one sip at a time.
This growing wave opens up new doors for collaborations, new products, and bolder flavors. But most of all, it validates what’s been in our DNA from the start: stay curious, explore, try, fail, start again but most importantly : trust the process and never (ever) compromise on taste.
Because if it’s not delicious, it’s not worth it.
And because we do everything in-house, from R&D to bottling, we’ve got the freedom to move fast, test ideas, and create drinks that keep pushing boundaries. That’s the beauty of doing it ourselves. And yes, it’s a lot of fun too!
We’re super happy to contribute to this evolution and even more excited about where it’s headed.
So what’s next for us? Well, we’re just getting started my friends. Watch us and stay tuned ! We’re cooking up something special, and the best is yet to come. :)
