Happy New Year! Hope that none of you are hurting too badly from this years festivities - or from working in that madness. I don’t want to get too wrapped up in the New Year feels but I do want to sincerely say: thank you. Thank you to everyone who stuck around this year and thank you to all the new subscribers we’ve picked up along the way. I am so happy that I took a leap and started writing for In Good Spirits this year. It’s been a really great experience so far and I look forward to another year of writing, learning, and growing. Anyway, onto this weeks newsletter!
What’s the “Buzz” With These N/A Spirits
Dry January? These “Spirits” Could Give You That Buzz You’re Missing
Okay so these non-alcoholic spirits probably won’t give you that familiar buzz that alcohol does but some of them do claim to give drinkers a healthier “buzz” (and no, we are not talking about cannabis beverages). With the N/A beverage sector growing exponentially in the past few years it can be hard to keep up with what’s available. According to The Spirits Business: “The no‐alcohol ‘spirits’ category rose by 13% in volume globally last year, but from a low base, according to IWSR data. The segment is forecast to increase by 10% in 2025, and by 9% in 2026, outperforming the wider alcohol segment.”
Some N/A spirits aim to taste like the spirits that they are meant to replace while others are meant to be entirely unique. I came across an article about Sentia Spirits which claims to give drinkers an alcohol-free buzz tailored to the occasion. They offer three different iterations, each with a different flavor profile and buzz type. The science behind them is actually pretty interesting. These particular drinks are designed to effect the brain’s biochemistry by delivering GABA (gamma-aminobutyric acid) to your brain or causing your body to produce GABA itself. So now I’m sure you’re wondering, like I was, what the heck is GABA?
Gamma-aminobutyric acid (GABA) is a neurotransmitter, a chemical messenger in your brain. It slows down your brain by blocking specific signals in your central nervous system (your brain and spinal cord).
GABA is known for producing a calming effect. It’s thought to play a major role in controlling nerve cell hyperactivity associated with anxiety, stress and fear.
Scientists also call GABA a non-protein amino acid neurotransmitter.
So in essence, these drinks are hoping to deliver that feeling of calm without the intoxicating effects of alcohol. It’s a really intriguing concept but it’s one that isn’t very well measured yet. There hasn’t been enough study on the effects of supplementation of GABA to say if it is advisable or not, or even what the long term effects are. Products like these are not regulated the same way as alcohol, some are treated like food and some like supplements, so it is important to read labels and check with your doctor if you have any other conditions. It will also be interesting to see if more studies will be coming out since this industry is growing so quickly.
For any of our sober-curious readers you should also consider checking out Mock the Toast, it’s a newsletter dedicated to all things non-alc.
Whiskey Trends and News
What Last Year Showed Us and What’s to Come
This past year showed us that consumers are using their influence to shape the industry instead of the industry telling them what to want. We’ve seen it with the tequila industry especially but it’s pretty much everywhere. Here’s what Food & Wine had to say about the whiskey industry that speaks to trends overall.
Drinkers sought whiskey aged for longer periods of time. Age statements of 20+ years have become more available and more sought after.
Unique wood finishes became more popular. Barrel aging is a hallmark of whiskey of all kinds but transferring the juice to a new barrel to finish aging really caught the industry’s attention.
Small format bottles are on the rise. With people drinking less, spirits companies are now offering smaller bottles in hopes of drawing in those who may not be ready to commit to a larger bottle.
These trends were tracked in whiskey specifically but can definitely be seen in other categories. Tequila and agave spirits certainly reflect these trends in their own respect. People are reaching for more reposado and añejo bottles than before, and many brands are experimenting with different barrels to age in.
When it comes to small format bottles I think there’s both benefit and drawback. Although smaller portions could open the door for some to find their new favorite spirit, it also feels a lot like the “shrink-flation” we’ve seen elsewhere. It will be interesting to see how this trend shakes out.
Year In Review
What Our Readers Loved Most in 2025
Thank you again for being here, we truly love delivering this newsletter to you every week. Here’s what our readers loved most this year.
All Tequila All the Time
Best Video We Saw This Week
@johanthebartender What have you learned? Working with people, especially people drinking, teaches you a lot of things. These are some of the things I've lea... See more
This video speaks to bartending but also to being a human in general. The bar and spirits industry is one of the most human-centric industries because the focus is meant to be on the experience. The lessons learned from being behind the bar can carry into every other aspect of life and can be an asset in any other work industry. Remember this video the next time someone tries to undervalue a career in the service industry.
Quick Hits:
For those who like to look back in time when the new year comes around, here’s a collection of rare antique spirits and how much they could cost you.
Alberta, Canada is trying to set standards for their own whiskey distinction.
