For over a century, the world of “big alcohol” has epitomized the idea of the old boys’ club—a reputation well known inside and outside its ranks. Even as the gender gap in alcohol consumption has narrowed dramatically over the last 20 years with the rise of “mommy wine culture” and heavy marketing by alcohol brands towards women, the business of producing, marketing, and selling alcohol and adult beverages has remained a predominantly male domain. 

With the rise of the alcohol-free movement, the tides are changing at a record pace. You don’t have to look far in the non-alcoholic beverage space to find women who are running the show. While binge drinking among women increased by 47% during the pandemic—and, with it, alcohol-related illnesses and deaths—the world of alcohol-free beverages has begun to gain a foothold in response. Over the past few years, the world has seen the emergence of a wealth of non-alcoholic options, and this time women are taking the reins in large numbers.  

The dire consequences of alcohol consumption for women have been the impetus for change for many female founders in the AF space. “For many women in the category, the journey into the AF world stemmed from an awakening. Alcohol’s impact on our well-being is unsustainable,” says Fay Behbehani, founder of the popular brand Bonbuz. “As women, we understand, perhaps more intimately, the nuances of alcohol’s effects on our physiology and psyche.”