Thrive Market “Goes Dry” and Launches Non-Alcoholic Category

The healthy online grocery store sunsets its alcohol category and bets big on non-alcoholic

LOS ANGELES--(BUSINESS WIRE)--Thrive Market, the healthy online grocery store, today announced it is “going dry” and launching more than 100 SKUs in its non-alcoholic category. The mission-driven online grocer has officially exited its alcohol collection and is going all-in on a new non-alcoholic assortment ahead of the “Dry January” surge and to meet increasing member demand for alcohol substitutes.

According to Gallup, Americans’ drinking habits are shifting as new research challenges the idea that any level of alcohol is safe. At the same time, 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 alongside whatever role alcohol still plays in their lives. In response, the company is sunsetting its alcohol offerings and expanding its non-alcoholic assortment to meet members where they are.

“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.”

Ahead of the new year, Thrive Market members will have access to non-alcoholic beers, wines, and cocktails featuring brands like Athletic Brewing Company, Best Day Brewing, Gruvi, hiyo, De Soi, Free AF and more. Searches for non-alcoholic options on ThriveMarket.com have continued to climb, accelerating in the last three months, signaling member demand.

“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,” said Green. “Introducing a non-alcoholic category is a way for our members to have an accessible beverage alternative delivered directly to their doors.”

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.

For more information, please visit thrivemarket.com/c/non-alcoholic-drinks.

About Thrive Market

Thrive Market, Inc. was founded in 2014 with a mission to make healthy and sustainable living easy and accessible for everyone. As an online, membership-based market (with more than 1.7M members), Thrive Market delivers the highest quality, healthy, and sustainable products at member-only prices. At the same time, every annual membership sponsors a free membership for a student, teacher, veteran, nurse, first responder, or a family in need. Thrive Market carries a hyper-curated catalog of organic and non-GMO products and offers 100+ filters and values, allowing you to shop by diet and lifestyle.

The brand’s social impact arm, Thrive Gives, has raised more than $20M since its inception to fund food access and environmental sustainability causes. Thrive Market has been carbon neutral since 2014; in 2020, it became the largest online grocer in the U.S. to be a Certified B Corporation; and in 2023, it converted to a Public Benefit Corporation. In 2024, it became the first online-only retailer to accept SNAP EBT. Thrive Market is committed to becoming the world’s first climate-positive grocer. Visit ThriveMarket.com or follow @ThriveMarket to learn more.