Alcohol-Free Education with Meagen Coester, Founder, AFNA™
Episode Overview
Chris welcomes Meagen Coester, founder of the Afficionado Certification Program (AFNA), the world's first professional-level alcohol-free training platform, to discuss why education is the key to unlocking this market's potential.
Visit alcoholfreeaficionados.com to learn more about AFNA program and unlock the revenue potential of the non-alcoholic adult beverage space
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The Non-Alcoholic Beverage Boom: Why Education is the Key to Retail and Distribution Success
The non-alcoholic (NA) adult beverage space is surging, encompassing NA beer, wine, spirits, and even cannabis beverages. Joining us on the Get Optimized podcast to discuss this "hot topic" is Meagen Coester, founder of the Aficionado Certification Program (AFNA)—the world's first professional-level alcohol-free and non-alcoholic beverage training and certification platform.
From Skepticism to Opportunity
Meagen, a 20-plus year veteran of the brewing and CPG industries, witnessed the craft beer boom firsthand. Her personal journey with moderation and health led her to fully embrace the NA space around 2020. Initially skeptical, she now recognizes the category as a significant piece of the market share, driven by better-quality products and consumer demand.
Her shift highlighted a critical gap: the disconnect between the growing moderation movement—with 80% of people still moderating or "zebra striping"—and the hospitality industry’s ability to serve them. Customers asking for alcohol-free options were often met with shame, confusion, or a lack of variety.
Defining the "Adult Beverage" and the Global View
What makes a beverage "adult" when it contains no alcohol? According to the Adult Non-Alcoholic Beverage Association (ANBA), this category includes drinks branded as or adjacent to alcohol, meaning they are not placed in the kids' juice section. This framing emphasizes the commercial opportunity for premiumization.
Maegen points out that the U.S. market is significantly behind more developed markets like Europe, where NA beer constitutes 10% to 15% of the market. In the U.S., only two out of every 100 beer purchases are NA. This gap represents a massive sales opportunity—customers are already present, but retailers are failing to capture the potential sales because their staff are untrained and menus don't properly address the demand.
Overcoming Barriers: Structural Gaps and the Fluency Fix
Despite the high compound annual growth rate (17%+ projected for the next five years), the category faces structural challenges, primarily in distribution and retail.
Distribution Reluctance: The category still flows through the high-pressure alcohol channel. Distributors are reluctant to add new NA SKUs unless there is a strong demand signal or, crucially, education.
The "Afterthought" Problem: NA options are often treated as an afterthought in retail and hospitality. An untrained staff member may dismiss an NA drinker, causing the consumer to order a less profitable drink (like water or an energy drink) or simply leave. This ignores the fact that NA drinkers are often influencers who dictate where their group goes.
The solution, according to Meagen, is category literacy.
The Power of AFNA Certification
Meagen’s AFNA program was created to build a common language and structure where none existed. It addresses the need for education across all stakeholders, from brewers and distributors to bartenders and resort staff.
The curriculum covers:
History: The foundational value of beer as a nourishing beverage.
Labeling and Legality: The difference between "alcohol-free" (under 0.05% ABV) and "non-alcoholic" (under 0.5% ABV).
Serving and Quality: How to handle NA products (e.g., pasteurization, draft issues), how to identify off-flavors, and how to correctly pair NA beverages with food.
Consumer Profiles: How to address the different needs of a moderator/zebra striper versus someone who abstains.
By focusing on what NA adds—the ability to drink more, feel better, and perform better—the industry can position beer to reclaim its status as a healthy, functional beverage. This literacy unlocks massive opportunity for upsell and margin protection, especially since one consumer can enjoy a six-pack of NA beer over an evening without intoxication. This also helps a business differentiate itself as a venue appealing to mixed groups.
Branding and the New Occasion Opportunity
Meagen suggests that successful NA brands—like Athletic, Heineken, and Sam Adams—walk and talk like their alcoholic counterparts. This visual similarity helps consumers feel like they are "looking cool like everyone else" and removes the need for explanation.
Furthermore, the rise of NA opens up new consumption occasions. It is a beverage for the gym, for a flight, for a noon work event, or for boating. The technology has advanced to a point where NA options taste remarkably like their alcoholic counterparts.
Ready to unlock the revenue potential of the non-alcoholic adult beverage space?
The Afficionado Certification Program (AFNA) offers specialized, digitally based, and industry-expert-written curriculum for NA beer, wine, spirits, and cannabis beverages.
The AFNA Beer Certified program is available online for $199 and includes a 150-page color manual, videos, and a globally recognized trademark title upon passing. Don't wait for the market to slow down—get in now.
Learn more and get certified: alcohol-freeafficionados.com
Connect with Meagen Coester on LinkedIn by searching "Meagen Coester" or "alcohol-free aficionados".
