Half of hosts are embracing mocktails this Thanksgiving

How big is the shift?

Nonalcoholic drinks are quickly moving from niche to mainstream. The latest Nielsen data shows that sales of zero-proof spirits jumped by 22% year over year, and sales are on pace to exceed $1 billion by the end of 2025. A December 2024 IWSR report projects the nonalcoholic spirits market will grow to more than $4 billion by 2028.

Mocktails and alcohol-free products gain traction as consumers shift toward wellness, moderation and inclusive social settings. With the numbers pointing to a sustained surge, the bigger story becomes clear — hosts are no longer treating mocktails as an afterthought but as a central part of holiday planning.

Why hosts pour mocktails: The driving forces

One of the biggest forces behind the mocktail surge is health. The sober curious movement has gained momentum as more people reconsider their relationship with alcohol for reasons of clarity, balance and long-term wellness. Mocktails let hosts keep the celebratory feel of Thanksgiving dinner while honoring health goals, proving that festive doesn’t have to mean boozy.

Equally important is inclusivity. Nonalcoholic offerings make gatherings feel more welcoming, whether for guests who are pregnant, in recovery, the designated driver or simply uninterested in drinking. Instead of quietly sitting out with a water glass, they can enjoy a crafted, flavorful option without feeling set apart.

“We went alcohol free for many years because we had people in active recovery,” shares Laura Sampson of Little House Big Alaska. “No one missed, no one made a huge deal about it. We all love and prefer our nonalcoholic home-pressed apple cider or even sparkling cider.”

The flavor factor has also evolved. Gone are the days when nonalcoholic meant soda or plain juice. Functional mocktails infused with herbs, botanicals or calming adaptogens are showing up more often, creating drinks that are as layered and sophisticated as any cocktail. This shift elevates the experience for all guests regardless of whether they drink alcohol.

Practicality also plays a role. Stocking multiple types of alcohol can be expensive and complicated, especially for a large holiday crowd. Mocktails streamline things — fewer bottles to buy, less waste if drinks go untouched and a bar setup that feels intentional rather than chaotic. For many hosts, that’s a win for both budget and planning.

“At Friendsgiving, a lot of my friends aren’t drinking these days, so having fun mocktails just makes sense,” says Bella Bucchiotti at xoxoBella. “It keeps the vibe festive without anyone feeling left out, and honestly, the flavors can be just as creative as cocktails. Nobody really pushes back because it is about enjoying the food and the company, not whether there is alcohol on the table.”

Finally, the cultural moment can’t be ignored. Millennials are leading the charge toward low- and no-alcohol lifestyles with values rooted in moderation, authenticity and wellness. Millennials and Gen Z are reshaping consumer behavior across the beverage industry, and Thanksgiving is no exception. By leaning into mocktails, hosts align with younger guests’ preferences and reflect broader social shifts already redefining how Americans celebrate.

What mocktail skeptics worry about

Not everyone is ready to raise a glass without alcohol. Some traditionalists argue that spirits and wine have ritual, flavor and symbolic value, especially for toasting. Others feel mocktails might seem like a watered-down concession rather than a meaningful alternative. There’s concern that taste or sweetness may dominate the mocktail side, potentially limiting depth or complexity.

Public health voices caution that mocktails are not a one-size-fits-all solution. A recent AP News spotlight notes that while nonalcoholic beer and mocktails can help people reduce drinking, “they mimic alcohol in many ways, including appearance, smell and taste, and for some may trigger cravings, especially for those recovering from addiction.”

How to do mocktails right at Thanksgiving

One thoughtful way to approach holiday hosting is to offer a signature fall mocktail alongside one classic cocktail. This keeps the ritual of raising a glass intact while giving guests the freedom to choose without any pressure to drink alcohol. Clear labeling is also key. By writing 0% Cranberry-Ginger Fizz or Alcohol-Free Mulled Cider on a menu or tag, hosts can ensure no one is caught off guard.

Mocktails pair well with food when designed with balance in mind. Light, herbal or sparkling drinks often complement Thanksgiving flavors better than heavy, overly sweet options. Think cranberry brie bites or spiced roasted nuts. Simple combinations like sparkling water with citrus, bitters or fresh herbs such as rosemary and thyme can elevate the table without requiring dozens of bottles or specialty mixers.

To make the experience even more interactive, a DIY mocktail bar can be a crowd-pleaser. Guests can mix their own drinks with fresh juices, syrups and garnishes, turning beverage prep into part of the celebration. It’s a small shift that lightens the host’s workload while adding a fun, memorable element to the holiday.

The glass you choose is part of the story

As mocktails take center stage this Thanksgiving, the bigger story is less about what’s in the glass and more about what it represents. For some, it’s wellness and moderation. For others, it’s inclusivity and the chance to make everyone feel welcome at the table. And for many, it’s simply a creative, budget-friendly way to host without the hassle of a fully stocked bar.

Whether you embrace mocktails, stick with tradition or pour a little of both, the heart of the holiday remains the same — sharing good food, laughter and gratitude in a way that feels authentic to you and your guests.