The adult beverage landscape is evolving rapidly, and one of the biggest shifts underway is how consumers are approaching moderation when it comes to adult beverages. While some consumers are choosing to abstain from drinking altogether, many are taking a different approach, alternating between alcohol-containing beverages and non-alcoholic (NA) options in a trend referred to as “zebra-striping.”

I sat with Kaleigh Theriault, NIQ’s Director of Beverage Alcohol Thought Leadership at ECRM’s recent On & Off Premise Adult Beverage Session, where we discussed some key takeaways from her keynote presentation (you can download the presentation slides here: NIQ Beverage Alcohol Presentation.pdf and see below for more of my videos with Kaleigh).

According to Theriault, the zebra striping concept captures a significant and growing consumer behavior that brands, retailers, and restaurant operators cannot afford to ignore. “Zebra striping is this idea that somebody in a certain drinking occasion will consume both an alcohol-containing product alongside a non-alcohol product,” she says. “And so it’s that idea of going back and forth in your consumption to really maintain control throughout a drinking occasion.”

More than just the “Sober Curious” movement

Much of the conversation around non-alcoholic adult beverages in recent years has centered on the “sober curious” lifestyle. But the reality is far more nuanced. Most NA buyers aren’t cutting out alcohol completely.

“About 92% of NA beverage buyers are still purchasing alcohol-containing products,” Theriault says. “It might be for that moderation aspect, but it could also be for gifting, or it could just be a hosting session where they’re looking to be inclusive of all of their party guests.”

This duality underscores why zebra-striping is so relevant. It’s not about abstinence; it’s about flexibility. For restaurants, bars, and retailers, this means the opportunity isn’t limited to marketing to a small subset of non-drinkers—it’s about serving the much larger pool of consumers who are alcohol drinkers, but who also want high-quality NA options to balance out their consumption.

Half of on-premise drinkers are already zebra-striping

The behavior is happening in real time across bars and restaurants. According to NIQ data, roughly half of consumers drinking in the on-premise environment report alternating between alcoholic and NA options on the same occasion. Sometimes that means swapping a cocktail for a non-alcoholic beer, or even choosing soda or sparkling water after a round of stronger drinks. 

It may also be a tactic – which should be encouraged by bar and restaurant operators – to help a guest sober up before driving home. By offering appealing NA alternatives, venues can keep consumers engaged in the beverage category for longer, while helping them moderate responsibly. “Sometimes those non-alcoholic beers I’ve heard are referred to as fourth-quarter beers,” says Theriault. “Somebody could be at a sports bar celebrating the first three quarters of the game consuming some beers, and then they realize that in the fourth quarter they’re going to have to depart that bar soon. Those beers come into play in that fourth quarter, and with NA beers that consumer can stick within the beer world and not necessarily jump over to drinking a water.”

What this means for bar and restaurant operators

For bars and restaurants, menu design is critical to tapping into the zebra-striping trend. Positioning NA and alcohol-containing cocktails side by side allows consumers to easily transition between the two.

“Having cocktails and non-alcohol cocktails side by side on a menu can be really important and beneficial to the consumers that come into your bar or restaurant,” says Theriault. “Low-proof spirits can also serve as a middle ground, giving guests an additional way to moderate their intake without stepping entirely away from alcohol.”

Operators should think about mocktails differently as well. “Maybe it’s both having a mocktail set of drinks, but also having a cocktail and showcasing that you are able to sub it for an NA spirit option. And that really elevates a mocktail from just being that mixture of juices,” Theriault adds.

This level of intentionality not only broadens the appeal of NA offerings but also allows establishments to differentiate themselves in a competitive market. Scott Sousa, Beverage Director for Frenchy’s and Clear Sky Restaurants, is getting innovative in this area. During my interview with him at the Session, he discussed his plans to create a menu feature that offers the same cocktails across alcoholic, THC and non-alcoholic spirits.

Retailers: create space and signal value

Retailers are also adapting to the rise of zebra-striping, with many beginning to dedicate meaningful shelf space to NA adult beverages. “I know that there are a lot of retailers that are finally taking a look at this as a very important category to have at the shelf,” says Theriault. “They are dedicating four, eight and even 16 feet of shelf space to it and carving out a full non-alcohol beer, wine, and spirit section in the store.”

Retailers should also consider signage, cross-merchandising, and shopper education to highlight how NA products fit into modern drinking occasions. By presenting them as complements rather than alternatives to alcohol, retailers can capture the growing cohort of zebra-stripers who want both.

For brands, this increasing attention means opportunity, but also competition. Success will depend on clear differentiation. “As a brand, you really need to ensure you’re setting yourself apart from other non-alcohol brands at the shelf, whether that’s through your packaging, whether that’s through flavor, it could potentially be price or some type of value proposition," says Theriault.

Another advantage for NA brands is the flexibility to sell online outside the traditional three-tier system of alcoholic beverages. This creates an important pathway for emerging NA brands to build awareness, develop consumer loyalty, and strengthen their case for retail placement. It also provides traditional alcohol brands an avenue to experiment with NA extensions and test consumer response.

The future of moderation

The rise of zebra-striping reflects a broader shift in how consumers define moderation. Instead of stepping away from alcohol entirely, they’re blending alcohol and NA beverages in ways that allow them to enjoy social experiences while staying in control.

For restaurants, this means rethinking beverage menus to make NA options just as enticing as their alcohol counterparts. For retailers, it means carving out space and helping shoppers navigate this new middle ground. And for brands, it’s about innovating, whether through bold flavors, premium packaging, or creative positioning, and keeping consumers coming back for more, regardless of where they are in the moderation continuum.