“I DO LIKE TO HAVE FUN, AND I don’t NEED ALCOHOL TO HAVE FUN.” Rima Fakih
Dry July kicked off 1 July and runs until the end of the month. More than 347,000 Australians have participated since it launched in 2008, and the 2025 campaign set a target of $100 million in lifetime fundraising for cancer organisations. That’s a lot of people who aren’t drinking, and a lot of customers walking into venues expecting something that’s worth ordering.
For on-premise venues across Australia, Dry July is a “what to range” question. Do you have a non-alc back bar that holds up when someone orders non- alcoholic? Or are you handing them sparkling water and hoping they don’t notice?
The Non-Alc Category Is Growing Year-Round in WA
Dry July gets the headlines, but the demand isn’t seasonal anymore. According to IWSR data, Australia’s non-alcoholic sector is forecast to grow at a compounded annual rate of 5% through to 2028, with non-alc RTDs growing at 10% over the same period. Non-alc beer is forecast to grow at 7% annually and will continue to lead overall volume. So, the share of Australians purchasing zero-alcohol products more than doubled between August 2020 and January 2025.
July accelerates something that’s already happening. Dry July isn’t just covering a calendar event it’s a permanent trend in their offer.
What’s Worth Ranging This Dry July
The best non-alc ranges cover three different customer needs:
- The person who wants a beer
- The person who wants something more interesting
- And the person at the table who just wants a proper drink in their hand
Beer: If you’ve been looking for non-alcoholic beer options without sacrificing a real beer taste, look no further.
Limestone Coast Brewing’s non-alcoholic brews are refreshing and the perfect conversation starters! Happy Daze Chill Time Pale Ale, enhanced with a legal dose of terpenes extracted from the Cannabis plant, and Poseidon’s Pride Pale Ale, with its super-smooth malt character and a hint of crystal malt, will not disappoint!
Mornington Free is a non-alcoholic Pale Ale brewed with a unique recipe to ferment to less than 0.5% ABV while retaining full-bodied taste and bold passionfruit and citrus aromas. Pouring light golden, this deliciously easy-going beer is balanced and refreshing.
Ready to Drink: Sammy Piquant is a drink worth your time and worthy of your character.
Sammy Piquant’s Ready-to-drink beverages are crafted using the finest hand-sourced ingredients, delivering sparkle and spice with every sip.
Sammy Piquant’s – Non Alcoholic Spirits Driven by a passion for discovery, Sammy Piquant are merchants and mixologists who have traversed the globe pursuing alchemy without alcohol. Beginning with a handful of spices and botanicals, they carefully macerate, infuse, and age their liquids to craft sophisticated flavours and layered aromas. Each batch is brewed with precision, delivering complex and sophisticated flavour.
Read the full Sammy Piquant Featured Article by The Bev Co here: https://thebevco.com.au/blog/sammy-piquant-non-alcoholic-wholesale-perth/
What Dry July Means for Venue Revenue
A customer who can’t find something worth drinking leaves earlier. In some cases they don’t come back at all for the month. That is a revenue impact.
Dry July’s own post-campaign research found that 74% of participants say the experience changed their outlook on alcohol, meaning these aren’t people who will disappear from venues in August. The customers your venue retains through Dry July are building a habit.
The practical play is straightforward.
- Add at least one non-alc beer.
- Add one non-alc spirit option that a bartender can use.
- Price them properly, non-alc doesn’t mean cheap, and venues that discount heavily signal to the customer that the category isn’t worth taking seriously.
Stock for July. Keep It for August.
Non-alc is no longer a gap-filler for the designated driver. It’s a permanent part of what a well-run back bar looks like in 2026. Dry July is the easiest moment to make the case internally for expanding the range and the best time to find out what your customers want from it.
We distribute Limestone Coast Brewing, Mornington Peninsula Brewery and Sammy Piquant Spirits and RTD’s across WA, SA, and NT. The Bev Co is Perth’s independent beverage distributor. Founded on the premise of drinking only quality booze, our curated portfolio reflects our vision to sell only quality and respected beer, wine, spirits, non-alcoholic and ready-to-drink beverages.
Talk to your BevCo area manager about building out your non-alc range or order direct at orders@thebevco.com.au.
Nathan McQuade – Area Manger North – ph: 0429 623 236
Paul Smith – Area Manager South – ph: 0461 441 548
Duncan Burrows – Regional Sales Manager – ph: 0458 877 414
The Bev Co Head Office – ph: 0428 757 333
