Lesson: The best category creators don’t fight the old behavior; they reframe it.

By now, we’ve all seen them: clean cans, calm colors, keywords like adaptogens, nootropics, mood-lifting, and functional. The non-alcoholic beverage boom has arrived, and it’s real. Back in early 2019, while I was building Jivati (an alcoholic brand with Ayurvedic principles), I started noticing a wave of non-alcoholic brands entering the space. One stood out immediately: Recess. They weren’t selling you a drink. They were selling you a state of mind. And as someone developing a wellness-forward alcohol brand, I paid close attention, not just to Recess, but to the category as a whole.

What I Saw Early

I didn’t jump on the hype train. I was skeptical. People have used alcohol for centuries, for celebration, for escape, for connection. That doesn’t disappear overnight.

But Recess tapped into something deeper:

• Younger consumers were shifting from excess to intention, choosing wellness without giving up the experience

• Cocktails were becoming expensive, and economic pressure made $20 drinks harder to justify

• People wanted options that matched the vibe, without needing alcohol to feel included

Where most people said, “Young people just don’t want to drink alcohol anymore,”
I said, “They still drink alcohol, but want to feel aligned when they do.”

That distinction matters. This is where I used my See Beyond Framework.

The behavioral shift wasn’t just about removing alcohol. It was about reimagining the social experience. People didn’t want to quit drinking. They wanted a better way to do it with intention, with ingredients that supported presence instead of numbing out.

That insight helped shape how I positioned Jivati. Not as an escape. But as an elevation.

The Bigger Picture

Non-alcoholic and functional beverages have continued to gain serious traction, especially in beer. According to NIQ (2025), U.S. sales of non-alcoholic beer, wine, and spirits surged 26% in the past year, surpassing $800 million, with non-alcoholic beer making up 84%. This momentum aligns with broader wellness behavior. In McKinsey’s 2024 Future of Wellness Report, 82% of U.S. consumers said wellness is a top or important priority in their daily lives.

This isn't just a product wave. It’s a lifestyle shift.

How I “See Beyond” the Trend

I studied Recess and others like Kin Euphorics, Moment, Mad Tasty, Cann, Brez, Elements, Celsius, and kombucha to understand what separates a trend-driven brand from a category creator.

Using my See Beyond Framework, here’s what Recess got right:

• Founder Intent: Ben Witte wasn’t trying to disrupt alcohol; he was carving a new lane entirely. As a first-time founder navigating stress, he built the drink he needed: one that supported mood and presence using CBD, adaptogens, and calm, not alcohol

• Emotional Positioning: Recess tapped into an overlooked need, how to feel balanced and present outside traditional drinking moments. It became a tool for emotional reset, offering calm and clarity in a culture wired for overstimulation

• Cultural Identity: The brand offered more than a beverage; it became a badge for a new kind of social identity. One rooted in balance, self-awareness, and redefining what it means to participate socially

• Category Timing: They launched into whitespace early, with conviction about the shift they were building for. Rather than chase validation, they trusted the behavioral momentum and let the market rise to meet them

But Here's What Most People Still Miss

• Most bars still don’t carry them, which means they haven’t integrated into the real social experience. It won’t shift behavior at scale if it's unavailable in the moments that matter

• Most founders build for buzz, not staying power. They focus on a debut that looks good on shelves or socials, but skip the substance required to create a lasting connection. The result? Rebranded sparkling water, loaded with vague functional claims, wrapped in trendy packaging with no fundamental emotional core

That’s where I stay skeptical. Good branding might grab attention, but without real depth, it rarely drives meaningful behavior. To lead the shift, you must read the signal early and design the response that sets the tone for the new category, building something that penetrates culture deeply enough to cement your place.

Closing Thought

Most people chase momentum. I study the subtle moments before it builds. Recess didn’t just ride the wave; they felt the undercurrent before it rose. The See Beyond Framework isn’t just about predicting trends; it’s about tracing the micro-signals of behavior before they ever break the surface. Because the future doesn’t shout, it whispers. And if you train yourself to listen early, you don’t just join the next wave. You define it.

But spotting the shift is only the beginning.

Next week, I’ll explain how two brands, Celsius and Flow, moved with clarity and conviction in crowded markets. Once you see where culture is headed, the next question becomes: How do you lead it?

Stick around. I’m just warming up.

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_{DISCLAIMER - All content by Devraj Patel, including The Weekly D-Brief, is for informational and educational purposes only. It does not constitute business, legal, or personalized advice. No client relationship is created unless agreed upon in writing. Past results do not guarantee future outcomes. You are solely responsible for your decisions—always consult appropriate professionals before acting on this content.}