Europe's Leading Adult Non-Alcoholic Drink Brands Expand to U.S. as Demand Surges for Premium Options

A New Era of Drinking
The U.S. adult non-alcoholic beverage market is projected to reach $5 billion by 2028, growing 7.4% annually as consumers embrace moderation without sacrificing taste or ritual. UNDONE is revolutionizing this space as the only adult non-alcoholic beverage company that starts with distilled, fermented and infused liquid then gently removes alcohol using a patented process that preserves the authentic aroma, texture, and complexity. Unlike botanical alternatives that approximate spirit flavors, UNDONE starts with real spirits and masters the art of alcohol removal.

Taste and process aside, UNDONE's stance on inclusivity is unique in the growing field. "We're witnessing a cultural revolution where drinking has become truly inclusive whether you add alcohol or not, the experience matters most," said Mehmet Ünlü, Co-founder and CEO, UNDONE. "This pop-culture shift reflects a fundamental behavioral change: consumers want the ritual, the flavor, the moment, without being defined by their alcohol choice - sober, sober-curious, or just add spirits. America's openness to this movement makes it the perfect time to bring UNDONE to the U.S."

Thomas Henry enters the U.S. as the #2 global premium mixer brand, beloved by bartenders across 60 countries for innovative flavors like Cherry Blossom Tonic, Pink Grapefruit, and Mystic Mango. Combined, Thomas Henry and UNDONE have recreated the template for America's best-selling cocktails as sophisticated, adult non-alcoholic alternatives that match the originals in aesthetic, taste, and overall experience.

"We can't wait to bring our bar quality mixers to U.S. bars and homes," says Sigrid Bachert, CEO of Thomas Henry. "Thomas Henry has been a well established mixer in the global bar world for years, with and without alcohol. Now, it's our time to enter this great market."

"The American market craves flexibility in their drinking occasions: premium highballs, sophisticated spritzes, low and no ABV cocktails that don't compromise on quality," said Benedikt Fimpel, Director International Business, Thomas Henry. "Our mixers empower consumers to create exceptional drinks regardless of alcohol content, sober-curious included."

Premium Quality, Accessible Pricing
UNDONE's portfolio includes eight premium spirits, two sparkling wines, and three ready-to-drink cocktails, all vegan, gluten-free, and low-calorie. The spirits are priced at $24.99 (compared to competitors charging $35-40), with sparkling wines at $14.99 and RTD 4-packs at $15.99.

Thomas Henry mixers deliver bartender-quality results at home, launching in the U.S. in six different SKUs, including: Tonic Water, Cherry Blossom Tonic, Ginger Beer, Pink Grapefruit, Mystic Mango, Soda Water to begin. All are available in 4-packs for $6.99, in addition to 750 mL bottles, available at $4.99.

"I've been tracking the non-alcoholic space since its inception, and UNDONE's dealcoholized spirits and aperitifs are true one-to-one replacements that shine in cocktails and finally priced where consumers expect," said Sean O'Rourke, U.S. Partner and Head of Growth for UNDONE and Thomas Henry. "Combined with Thomas Henry's long standing brand of bartender endorsed mixers, we're bringing heavy global momentum to help continue to evolve America's drinking culture with authentic, accessible innovation."

Where to Find Them
Starting July 2025, UNDONE and Thomas Henry are available for online ordering. The brands are rolling out across premium retailers and bars in key markets including national expansion plans through 2026.

Beginning July 2025, distribution partners include:

• Arkansas: Arkansas Wine & Spirits
• California: Thomas Henry Only – SGWS
• Washington, D.C. / Maryland / Delaware / Virginia: Lanterna
• Idaho: Idaho Wine Merchants
• Louisiana: Wines Unlimited
• Minnesota: The Wine Company
• New Jersey: Fedway Associates
• Wisconsin: Badger Liquor

ABOUT UNDONE UNDONE is a premium non-alcoholic spirits brand founded in 2019, pioneering patented dealcoholization technology that preserves full flavor complexity. Unlike botanical alternatives that approximate spirits, UNDONE starts with real spirits and masters alcohol removal. Distributed across 27 countries and produced in Germany, UNDONE creates true alternatives for intentional drinkers who refuse to compromise on taste or social experience. Good drinks don't need alcohol. Learn more: www.itsundone.com UNDONE Americas 8 The Green #6818, Dover, DE 19901, United States

ABOUT THOMAS HENRY Born in 2010 in the Berlin bar scene, developed by bartenders for bartenders, Thomas Henry today stands for modern bar culture and colorful drink variety with its large selection of 15 well awarded premium mixers produced in Germany and distributed to 60 countries. The U.S. launch includes Tonic Water, Cherry Blossom Tonic, Spicy Ginger Beer, Pink Grapefruit, Mystic Mango & Soda Water. More information and drink recipes with and without alcohol at: www.thomas-henry.com. Thomas Henry GmbH, Bessemerstraße 22, 12103 Berlin, Germany

SOURCE UNDONE + THOMAS HENRY