News Brief: Thrive Market Eliminates Alcohol, Bets on Non-Alcoholic Boom
Summary
Thrive Market, a major online health-focused grocer, is removing all alcohol products from its platform, becoming the first major online grocer to do so. This strategic shift responds to declining alcohol consumption trends and the rapid growth of the non-alcoholic beverage market.
Key Points
- Historic Move: Thrive Market will completely phase out alcohol sales from its subscription service, a first for a major online grocer.
- Market Replacement: The alcohol category will be replaced with over 100 non-alcoholic products, including beers, wines, and mocktails from more than 20 brands.
- Driving Trends: The decision is backed by data showing record low U.S. alcohol consumption and the booming non-alcoholic sector, projected to hit $5 billion by 2028.
- Consumer Shift: CEO Nick Green notes a rapid “paradigm shift” in how alcohol is viewed, comparing it to the decline of tobacco’s social acceptance.
- Internal Data: Searches for non-alcoholic options on ThriveMarket.com have surged, especially in the last three months, mirroring national trends.
- Business & Logistics: With 1.7+ million members and $700M+ in sales, Thrive sees this as aligning with its health mission. Logistically, non-alcoholic beverages can be shipped nationwide, unlike alcohol which is restricted to 39 states.
新闻简报：Thrive Market全面下架酒类，押注无酒精饮品热潮
摘要
主打健康食品的在线零售商Thrive Market宣布将全面下架所有酒类产品，成为首家采取此举的大型在线杂货商。这一战略转变是对酒精消费下降趋势和无酒精饮料市场快速增长的直接回应。
关键要点
- 历史性举措：Thrive Market将从其订阅服务中完全停止酒类销售，这在大型在线杂货商中尚属首次。
- 品类替代：酒类产品线将被超过100种无酒精产品取代，包括来自20多个品牌的无酒精啤酒、葡萄酒和模拟鸡尾酒。
- 市场趋势驱动：此举基于数据显示美国酒精消费降至数十年低点，同时无酒精饮料市场蓬勃发展，预计到2028年将达到50亿美元规模。
- 消费者观念转变：CEO尼克·格林指出，社会对酒精的看法正在发生快速的“范式转变”，类似于当年烟草社会接受度的下降。
- 内部数据支持：ThriveMarket.com上对无酒精选项的搜索量持续上升，过去三个月加速增长，与全国趋势一致。
- 商业与物流考量：公司拥有超过170万付费会员，去年销售额超7亿美元。从物流看，无酒精饮料可全国配送，而酒精仅能配送至39个州，这简化了运营并扩大了市场覆盖。
Original Article Link: https://www.cnbc.com/2025/12/10/online-grocer-thrive-market-goes-dry-non-alcoholic-products.html