The Natural List podcast – The zero-proof is in the pudding: NA is here to stay

Marcos Salazar, CEO of the Adult Non-Alcoholic Beverage Association (ANBA), serves up exciting trends and efforts within the non-alcoholic space.

4 Min Read

It’s official: Non-alcoholic beverages arehere to stay. No longer forced to choose between sugary artificial sippers, wellness-oriented consumers can access far more diverse and sophisticated non-alcoholic beverages through a range of retail and food service outlets. Whether they’re going totally “dry” or opting for the more moderate “damp” approach, consumers everywhere (especially “sober curious” Gen Zers) are seeking delicious options that support a more present, healthier lifestyle.

This cultural shift prompted serial entrepreneur Marcos Salazar to launch the Adult Non-Alcoholic Beverage Association (ANBA) to responsibly grow the non-alcoholic beverage ecosystem and educate others about it. “This category is growing rapidly, but there needed to be some infrastructure in bringing all the different stakeholders together,” Salazar said. With just one look the association’s membership, it’s clear that ANBA is elevating some of the most innovative beverage brands in today's retail and food service market.

  • 4:00 - Introducing New Hope Network's Industry Bulletin!

  • 6:00 - Why consumers are cutting out or reducing alcohol consumption. 

  • 7:00 - Emerging subcategory of foraged ingredients and other exciting attributes. 

  • 7:55 - Welcome Marcos Salazar from the Adult Non-Alcoholic Beverage Association (ANBA).

  • 10:50 - The biggest challenges in the non-alcoholic beverage space.

  • 13:45 - ANBA partnership at Natural Products Expo East in September.

  • 16:40 - How ANBA is driving sustainability and socially conscious efforts in NA beverages.

  • 20:00 - Marcos shines a spotlight on exciting NA beverage trends. 

  • 25:35 - How retailers should merchandise zero-proof beverages. 

  • 28:00 - What will this category look like in the next three to five years?

  • 31:20 - Marcos shares his favorite adult non-alcoholic beverage.

  • 32:50 - It’s time for The (mocktail) List with Jess and Adrienne

Brands featured in this episode’s segment of The List: The Mocktail Club, WithCo, Boisson, SAYSO, TÖST and Figlia.

Enjoy this new episode here and wherever you listen to your podcasts, including Spotify, Apple and Google podcasts.

Interested in being a guest on The Natural List? Email us at [email protected].

Our guest

About Marcos Salazar

Chief Executive Officer
Adult Non-Alcoholic Beverage Association


Marcos Salazar is currently the CEO of ANBA, where he is working to build an adult non-alcoholic beverage ecosystem to serve beverage entrepreneurs and industry stakeholders who provide delicious non-alcoholic beer, wine, spirits and cocktails to enjoy in every social situation. 

In addition to ANBA, he is the co-founder and CEO of Be Social Change, a social impact community providing expert professional development, networking and coaching to help professionals around the world grow a successful social impact career. 

For the past two decades, Marcos has been a serial entrepreneur, community builder and business coach creating companies, communities and experiences to help people make their greatest impact in the world. His work sits at the intersection of entrepreneurship, social impact and consumer behavior, giving him a unique view into the insights, patterns and trends that are reshaping the future of work and business.

You can connect with him at and on LinkedIn (

Your hosts 

About Jessica Rubino 

Jessica Rubino

Jessica Rubino is a natural products industry expert and content strategist with more than 15 years experience in media, events and natural products. As New Hope Network’s vice president of content, Jessica oversees digital and print content, conference programming and branded content for CPGs, retailers, investors and service providers. Jessica is passionate about using innovation as a force for good and leveraging content to spark the changes we want to see in the world.  

About Adrienne Smith 

Adrienne Smith

Adrienne Smith is the director of content for and the editor-in-chief of Natural Foods Merchandiser magazine where she helps ideate and produce content for natural products retailers, brands and entrepreneurs. Before coming to New Hope Network, she spent nearly two decades writing about food and beverage products and trends for the Spanish Ministry of Foreign Trade in Madrid, Spain, as well as for publications including the International Herald Tribune/New York Times and El País.


Natural Products Expo East Logo

Natural Products Expo East Logo

Natural Products Expo East begins Sept. 20 at the Pennsylvania Convention Center in Philadelphia. ANBA will be exhibting in Booth 1026, with some member brands' booths nearby. In addition to education sessions and the trade show, New Hope's Innovation Experience debuts this year. Visit for more information. 

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