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  Alcohol is one of the most popular recreational drugs. It is consumed by more than 33% of the world’s population. The most recent census found that 86% of American adults drank alcohol in 2015 and 70% reported that they had consumed alcohol in the last year. The percentages can vary depending on the kind of alcohol. There are three main categories of alcohol: beer, wine or spirits. Each category has its own unique set of risks and advantages. Non-alcoholic beverages comprise only a tiny portion of the market, but they are growing in popularity. By improving the range of non-alcoholic drinks the beverage industry can reduce the proportion of alcoholic beverages while still generating revenue. They can also alter social norms by increasing the accessibility of non-alcoholic beverages. This research provides companies with a framework to think about how to increase the number of alcohol-free options. Further research will be needed to determine whether these alternatives are effective i