There seems to be an “anything goes attitude” emerging within the beverage industry. Want to make an alcoholic Mountain Dew? Sure! Want to create a caffeine-free Monster Energy with alcohol? Sounds wonderful! And if you want to make fun of a product concept on April Fool’s Day one year…and reveal commercial plans for basically the same thing the next year, we’re here for it! Well…if you haven’t heard yet, White Claw will be launching a non-alcoholic premium seltzer soon. White Claw 0% will come in four flavor variants, include electrolytes, and contain 15 calories per can. What’s next from the Mark Anthony Group…Mike’s Non-Alcoholic Lemonade? Hey…if beverage IP is truly holistic, then alcoholic beverages should be able to transition into non-alcoholic beverages, right? But on face value this feels a tad bit weird though…

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