#United States #New York #Non-Alcoholic Drinks #UNDONE #Thomas Henry

European Non-Alcoholic Beverage Giants Arrive in the U.S.

The U.S. market for non-alcoholic adult beverages is on the rise, projected to hit $5 billion by 2028 with an annual growth rate of 7.4%. This booming sector is drawing attention from international brands eager to tap into the trend of moderation without sacrificing flavor. In a notable move, two of Europe’s foremost non-alcoholic beverage brands—UNDONE and Thomas Henry—have officially launched their products in the United States. This initiative signals a significant shift in America’s drinking culture, responding to growing consumer preferences for high-quality, sophisticated, non-alcoholic options.

A Pioneer in Alcohol-Free Options

UNDONE stands out as a trailblazer in the alcohol-free segment, expertly crafting a range of non-alcoholic aperitivos, wines, and spirits that retain the complexity and flavors usually associated with their alcoholic counterparts. Using a patented process, UNDONE starts with genuine spirits and delicately removes the alcohol while maintaining all the original flavors. This method sets them apart from other brands that typically rely on botanical alternatives to mimic the taste of spirits.

Mehmet Ünlü, Co-founder and CEO of UNDONE, emphasizes the importance of inclusivity in drinking experiences. He states, "We're witnessing a cultural revolution where drinking has become truly inclusive; the experience matters most, regardless of alcohol content." His sentiments reflect a broader societal shift towards recognizing the value of the social aspect of drinking while accommodating varying preferences and lifestyles.

High-Quality Mixers to Complement Non-Alcoholic Spirits

Also entering the U.S. market with an impressive portfolio is Thomas Henry, renowned as one of the top premium mixer brands globally. With a reputation built over the past decade, Thomas Henry has gained favor among bartenders in over 60 countries. Their range includes innovative flavors such as Cherry Blossom Tonic, Pink Grapefruit, and Mystic Mango.

The collaboration between UNDONE and Thomas Henry is strategic; by leveraging Thomas Henry’s established mixer reputation, they aim to create sophisticated cocktails that do not compromise on taste or experience. Thomas Henry's mixers, priced affordably, will initially be available in six varieties and aim to deliver bar-quality results for consumers at home.

A Focus on Quality and Accessibility

UNDONE's diverse portfolio comprises eight premium spirits, two sparkling wines, and three ready-to-drink cocktails, all of which are vegan, gluten-free, and low-calorie. With competitive pricing—spirits at $24.99, sparkling wines at $14.99, and ready-to-drink packs at $15.99—they are targeting discerning consumers who expect quality without the hefty price tag often associated with premium drinks. Sean O'Rourke, U.S. Partner and Head of Growth at UNDONE and Thomas Henry, notes, "The combination of UNDONE's dealcoholized spirits and Thomas Henry's bar-quality mixers offers an authentic drinking experience that will appeal to consumers looking for high-class, low-alcohol options."

Distribution Plans and Market Presence

Starting from July 2025, both brands will be widely available through online platforms, as well as in select premium retailers and bars across major U.S. markets. They have formed partnerships with distributors in key locations, marking an essential step in their U.S. expansion strategy, which aims to make their products readily available to American consumers.

The rise of bars serving non-alcoholic cocktails and a growing network of restaurants featuring these beverages demonstrates a shift in consumer demand. Whether for a sober lifestyle, a sober-curious adventure, or merely a preference for great flavors sans alcohol, the entry of UNDONE and Thomas Henry into the U.S. market highlights an evolving drinking culture that prioritizes quality and choice.

As UNDONE and Thomas Henry embark on this new journey in the U.S., they stand ready to revolutionize how Americans perceive and enjoy non-alcoholic beverages—making sophisticated, delicious options accessible to all.

For more information, please visit UNDONE and Thomas Henry.