Töst, a brand dedicated to providing consumers with sophisticated and elevated booze-free cocktails, was founded by CEO Brooks Addington in 2017. Addington recognized a gap in the market for nonalcoholic options that could offer the same level of inclusiveness and experience as traditional alcoholic beverages. Töst’s nonalcoholic wine, infused with sparkling water, berries, and botanicals, was the brand’s first product and has been well-received in a growing nonalcoholic market.
The nonalcoholic beverage industry is experiencing significant growth, with the U.S. market projected to expand by 18% in volume by 2028. Nonalcoholic drinks are expected to outperform their alcoholic counterparts, with nonalcoholic wine showing substantial growth, particularly among premium-focused newcomers like Töst. Despite the rise in nonalcoholic consumption, the majority of consumers (94%) are not completely sober, leading Töst to focus on creating unique flavor profiles rather than mimicking alcoholic tastes.
Töst’s commitment to sophistication and elevated experiences has attracted attention from major alcohol companies, with Constellation Brands acquiring a minority stake in the company in 2023. The brand currently offers three varieties: original, Rosé, and Sangria, each featuring distinctive ingredients like white tea, elderberry, and blood orange. In addition to bottles, Töst recently introduced a canned format to expand its presence at events and sports arenas.
As Töst continues to grow, it is targeting Gen Z consumers who are increasingly choosing not to drink. By partnering with college sororities and fraternities, the brand aims to raise awareness of its products and provide appealing alternatives for this demographic. Töst’s dedication to innovation and inclusivity positions it as a leader in the evolving nonalcoholic beverage market.
Sarah Zimmerman contributed to this story.