The nonalcoholic beverage industry could get a boost from the surgeon general’s warnings linking alcohol to some cancers. But don’t expect the industry to condemn your glass of pinot.

It’s not just thanks to Dry January. Consumers have been slowing their intake of chardonnay and pale ale for a while, and the tiny nonalcoholic beverage industry has been on a tear. After the surgeon general’s warning this month about the link between alcohol and certain forms of cancer, it is poised to attract even more customers.

But don’t expect mocktail and near-beer makers to start denouncing alcohol or citing frightening statistics from medical journals to make their case. Sounding preachy is not on brand. Moreover, the industry depends on the investments, marketing expertise and distribution systems of the beer, wine and spirits industry.