At a time of declining alcohol sales in the US, the country's off-premise channel has discovered a new and unexpected category of revenue — adult non-alcoholic beverages. Despite this, some in the trade are unsure whether they have uncovered a pot of gold or have opened the gate to a Trojan horse.Sales of beverage alcohol have been falling in the US for some time: over the 12 months to the end of March, according to SipSource, the research arm of the Wine & Spirits Wholesalers of America (WSWA) which tracks distributor depletion data, spirits sales dropped 2.7% while wine plummeted
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