Business
Online grocer Thrive Market bails on booze, bets big on alcohol-free boom
Thrive Market headquarters at Fast Company Creativity Counter-Conference in Los Angeles.
Araya Doheny | Getty Images
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 and 100 products 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.”
A recent Gallup report found only 54% of U.S. adults now consume alcohol, one of the lowest levels in decades. Meantime, the latest Nielsen beer scanner data shows U.S. beer volumes have been falling by a mid-single digit percentage year over year since June.
Research firm Bernstein said the data underscore a deeper consumer pivot away from traditional beer, especially as drinkers explore everything from spirits-based ready-to-drink cocktails to nonalcoholic alternatives.
“It’s becoming clearer that we are seeing a broad-based reduction in US alcohol consumption,” said Bernstein analyst Nadine Sarwat in a recent research note.
At the same time, the nonalcoholic drinks sector is booming, with sales projected to reach $5 billion by 2028, according to alcohol data firm IWSR. More brands like AB InBev, Molson Coors and Heineken have entered the market.
Nonalcoholic beers photographed for Food in Washington, March 11, 2024.
Scott Suchman | The Washington Post | Getty Images
Thrive said its own data mirrors the national shift, too. Searches for nonalcoholic options on ThriveMarket.com have climbed steadily and accelerated over the past three months.
Thrive, a CNBC Disruptor 50 company in both 2024 and 2025, has more than 1.7 million paying members nationwide and brought in over $700 million in sales last year. As its average shopper loads up on 15 items per basket, the company is betting a growing share of those items will be alcohol-free.
“People aren’t shopping on Thrive Market the way they might shop on Amazon, where they order one thing and it ships separately,” Green said. “People are getting big boxes of stuff, they’re looking to us for their pantry staples similar to what businesses like Costco see.”
The company also cites logistics as motivation for the move. While alcohol can ship to only 39 states, most nonalcoholic beverages can ship across all of the U.S.
“People are basically trading to a healthier alternative,” Green said. “We can focus on being that place that they go for innovation.”
Business
Iran oil attacks trigger 35% gas price spike – and fears of interest rate rises
Britain is to “step up” defensive support for Gulf states after Iran attacked energy sites across the region in a “serious escalation” of the war that could push up inflation and interest rates.
The price of Brent crude climbed as high as $119 a barrel and European gas prices briefly surged by 35 per cent after Iran pounded Qatar’s Ras Laffan energy hub and other Middle Eastern oil and gas infrastructure with missiles.
Interest rates were held at 3.75 per cent instead of the previously expected cut, as the Bank of England warned that the war could push inflation as high as 3.5 per cent by July on the back of rising energy bills, and that rates could rise – creating misery for homeowners.
It came as:
- US defence secretary Pete Hegseth said “ungrateful” European allies should be thanking Donald Trump for the war
- Trump claimed he was unaware of Israel’s strike on Iran’s South Pars gas field
- Oman called the US/Israel attacks a “grave miscalculation”
- Europe’s biggest airlines warned of higher fares
Iran’s attacks were in retaliation to an Israeli strike on the vital South Pars gas field, which drew condemnation from the Gulf states as well as Tehran. It was the first attack of the war so far on an energy production facility. Tehran fired missiles at multiple energy sites across the Gulf, including a Saudi oil refinery, Qatari gas facilities and two more oil refineries in Kuwait.
While Sir Keir Starmer and Emmanuel Macron called for de-escalation, President Trump threatened to “massively blow up” the South Pars facility if Iran did not halt its retaliatory attacks, repeating his claim that US forces had “obliterated” Iran’s navy and military, adding that the war was “substantially ahead of schedule”. He denied that plans were being made to send more American troops to the region.
John Healey, the UK defence secretary, said Tehran’s tit-for-tat responses threatened to further destabilise the region and Europe’s economies. He called them a “serious escalation”, adding: “They further destabilise the region and we will step up the defensive support that we can offer to those Gulf states.”
British forces are already deployed to the Middle East, with RAF jets flying defensive sorties against Iranian drones across the Gulf and British air defence systems protecting critical infrastructure in Saudi Arabia. UK military planners have also joined US Central Command to help formulate proposals for opening the Strait of Hormuz, a critical trade route for the world’s oil and gas.But there were signs of growing frustration towards Washington’s war aims in the Gulf states, with Oman’s foreign minister claiming that the conflict was President Trump’s “greatest miscalculation”.
In the most scathing attack on Washington’s foreign policy yet by a Gulf state, Badr Albusaidi said “this is not America’s war” and criticised Mr Trump for supporting Israel. Writing in The Economist, he called on American allies to help extricate it from the conflict, which has continued for a third week despite failing to achieve the US and Israel’s stated aim of instigating regime change in Tehran or stopping its nuclear programme.
Meanwhile, the Bank of England has warned that it may have to put up interest rates if the war continues to drive up inflation and unemployment. Its governor, Andrew Bailey, said the impact was already being felt by consumers as petrol prices surge and that he is “ready to act as necessary to ensure inflation remains on track to meet the 2 per cent target”. That would pave the way for a rate hike as early as the end of April.
Bets on the financial markets suggest a 50/50 chance that Britain will face higher interest rates from next month – and the possibility of two more rises by the end of the year.
Danni Hewson, head of financial analysis at AJ Bell, said: “Markets are now pricing in an almost 50 per cent chance that April’s meeting will see rates rise to 4 per cent with the potential for two additional rate hikes by the end of the year. But no one has a crystal ball. No one knows how long the conflict will last or the amount of damage that could be inflicted on crucial energy infrastructure by the time it ends.”
Business
Watch: How oil and gas prices are pushing up the cost of living
From fuel to mortgages, the BBC looks at how oil and gas prices could push up the cost of living.
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US considers lifting sanctions on some Iranian oil
“To put it mildly, this is bananas,” said David Tannenbaum, director of Blackstone Compliance Services, a consultancy specialising in maritime sanctions. “Essentially we’re allowing Iran to sell oil, which could then be used to fund the war effort.”
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