No Alcohol, No Problem

From zero-percent products to creative NA twists, these local establishments are making drinks for everyone

By Art Bukowski | Nov. 30, 2024

For a variety of health, financial, and personal reasons, many people reach for non-alcoholic (NA) drinks these days. And while a few companies have popped up in northern Michigan to offer these options exclusively, even outfits that have built their business and reputation around alcohol are now offering NA drinks to make sure everyone has a seat at their proverbial table.

What follows is a sampling of local NA options and how they came to be. You’ll also hear from those in the business about what’s next in this growing category.

Chateau Chantal (Old Mission Peninsula)

Product: 0% White Wine
Thoughts from: Marie-Chantal Dalese, CEO

What was the impetus to create the 0% white?
With an oversupply of wine in our tanks due to a few years of bountiful crops, we decided to try a small batch of alcohol removed wine. Beyond the supply, we can see the trends toward more conscientious alcohol consumption, the betterment movement, and people abstaining from alcohol. We wanted to make non-alcoholic wine that still held some aromatics and body and hopefully tasted better than the global examples that exist today on grocery store shelves.

How do you make a great NA product, especially when you’re already known for making great alcohol?
A great NA product needs to start with a great wine. The alcohol removal process can take out a lot of flavor, which then needs to be added back in. We use natural wine grape juice to add back aromatics and body to the NA wine with the goal of tasting something like the original product. I think it offers a complement to our wide selection of wines and provides an option to still experience the Michigan fruit, but without alcohol.

How is it being received/what type of feedback are you getting?
We’ve sold our first batch through the tasting room over the summer. We’re getting great feedback from guests that tell us it’s the “best NA wine” they’ve tried to date. For the holidays, we are testing a few placements at the Traverse City Meijer store, and will then be taking it statewide to all their stores in the spring with a second larger batch. We’ve started with the “still,” or non-sparkling version, but will also be releasing a bubbly version as a companion product, also from a white wine base blend.

What do you see in the future of NA drinks (in the big picture, and in your own contributions)?
I think NA drinks are here to stay, and will only continue to improve, especially in the wine category. We’ve seen beer and spirits promote this heavily, even sponsoring things like the F-1 Grand Prix with Heineken 0.0 beer. That tells me there’s big corporate money behind this movement and it’s not just a flash in the pan. We’ll have to see if producing this type of wine will be sustainable over time. There are certainly added costs to the production process which, counterintuitively to the customer, makes it more expensive than a regular wine. I think we’ll have to wait and see if customers will pay this premium in the long run.

Short's Brewing (Bellaire and Elk Rapids)

Product: Thirst Mutilator, other experiments
Thoughts from: Christa Brenner, marketing & brand director

What was the impetus to create Thirst Mutilator and experiment with other NA beverages?
Thirst Mutilator is a 100 percent NA product we make in collaboration with Billy Strings, who played often at the Pub when he was still in Michigan. Billy has been sober for years. We wanted to create something that would still be an experience, that folks could order at the bar when they’re not drinking. We use hop oils, natural flavors, and carbonated water, but there is zero fermentation, so Thirst Mutilator is totally alcohol free with no calories or carbs.

We’ve experimented with some near-zero beers at our Pub operation—great for when you want a beer at lunch but have to go back to work. These beers do have a very small amount of alcohol in them—typically around 0.4%—vs. our flagship IPA Huma which is 7.7% alcohol.

How do you make a great NA product, especially when you’re already known for making great alcohol?
We only put out products that we are proud of and that are fun for us, but at the end of the day, we also love to experiment with new brews, so we test products out at the Pub all the time. Our Up North operations are such an experience in and of themselves—we’ve got a lot of trust from our fellow Michiganders, and we want to offer something for everyone.

How are your efforts being received/what type of feedback are you getting?
Thirst Mutilator is one of our fastest growing products! Our lemon lime flavor is a go-to alt-beverage for many folks, and we just had major chains pick up our newest flavor, grape. We hear so many amazing stories from good humans out there from all walks of life who can no longer enjoy our alcoholic products for a huge variety of personal reasons, and it’s been so good to reconnect with them and bring them back into the Short’s-iverse. When you visit the Pub in Bellaire or the Pull Barn in Elk Rapids, you can ask for our latest, greatest creations.

What do you see in the future of NA drinks (in the big picture, and in your own contributions)?
The future of NA beverages is bright, and we’ll definitely continue to innovate in the space and bring even more folks into the craft beverage community.

Mawby Sparkling Wines (Leelanau County)

Product: Safe Sex
Thoughts from: Mike Laing, co-owner

What was the impetus to create Safe Sex?
The NA space is a growing bright spot for the wine industry. Sparkling wines lend themselves to quality NA styles because of their natural acidity. Sex is our best-selling wine, and this product extension felt natural and passed customer survey testing with flying colors.

How do you make a great NA product, especially when you're already known for making great alcohol?
We worked with experts in this category in California to help us develop the recipe for this product. Specialized equipment and years of experience were drawn upon, and we went out in person for the final blending trials and decision-making.

How is it being received/what type of feedback are you getting?
We launched the product in early September in our tasting room with free samples that month. We also surveyed those who were interested and asked for feedback on the name, taste, etc. We then opened up sales to our online platform (as well as tasting room). We will keep sales to our DTC [direct to consumer] channels until the new year, when we plan to distribute the product starting in “dry-January” 2025. Sales and feedback have been positive, and we are optimistic about the opportunities for this product in the greater wine markets where our other products are sold.

What do you see in the future of NA drinks (in the big picture, and in your own contributions)?
We know people who love sparkling wine and want to celebrate with a product and brand that they know and love, but don’t want the alcohol. There are so many places where this product can fit into any celebration or gathering. We believe the possibilities are more than we know, and we are excited to take this product to the people.

Rare Bird Brewpub

Product: Cold Brew (nitro-charged Roaster Jack’s coffee)
Thoughts from: Tina Schuett, co-owner

What was the impetus to create the cold brew line?
A few years ago, we saw the increase in popularity in cold brew coffee and other local companies offering it in cans (which we sold). The price was quite high and the quality was not consistent, so at some point it dawned on me that we could make it for much cheaper and have it on a nitrogen tap line to give it an even better, creamier mouthfeel with better quality.

How do you make a great NA product, especially when you’re already known for making great alcohol?
Making a great product is the name of our game. It doesn’t matter if it’s beer, draft cocktails, food, or NA beverages; the same rules apply for making something delicious that people want to consume.

How is it being received/what type of feedback are you getting?
Our cold brew has been a hit for the 7+ years we’ve had it on tap, and it also keeps our employees very happy and energized, so we will probably never get rid of it.

What do you see in the future of NA drinks (in the big picture, and in your own contributions)?
We only see the NA world growing, which is why we have embraced [it] for years now and have over 25 non-alcoholic options on our menu including kombucha, NA wine, NA beers both canned and on draft, NA aperitivo cocktails, CBD seltzers, and more. We see it as a healthy and sustainable movement that we are happy to get behind. We always strive to have something for everyone at Rare Bird, and this is just one example of how we are doing that.