DRUNK IS PASSÈ –
Dec. 8. 2025 – Thrive Market is officially going dry.The online health and grocery marketplace will become the first major online grocer to remove all alcohol products when it takes them off its subscription service. The company plans to replace the category entirely with a lineup of more than 20 brands spanning nonalcoholic beer, wine and mocktails. “It’s time to really double down on nonalcohol and take a stand that is aligned with where science and where we think attitudes among health and wellness consumers is shifting,” Thrive CEO Nick Green told CNBC. “Alcohol is not the future.”
The company said the move reflects shifting consumer preferences and the growing popularity of “Dry January,” when people abstain from drinking as the new year begins. Thrive first entered the wine market seven years ago because it saw an opportunity to “raise health standards in the category,” according to Green, but in recent years has seen the category’s decline as a reason to exit.
“What surprised me is how fast that shift has seemed to happen with alcohol,” Green said. “There’s a whole attitude shift, kind of paradigm shift, in the way alcohol is viewed; similar, frankly, to tobacco, where I think that at one time smoking was very socially acceptable.”
