Creator Spotlight - Victoria Watters - Dry Atlas

Victoria Watters is the visionary behind Dry Atlas, a media company dedicated to all things non-alcoholic. With a deep passion for alcohol alternatives and years of experience in the non-alcoholic beverage industry, Victoria and her husband have been trailblazers, from opening America’s first booze-free bottle shop in New York City to launching Dry Atlas as a comprehensive resource for non-alcoholic news and insights. In this Creator Spotlight, we sat down with Victoria to explore her journey, the growth of the alcohol alternative space, and what the future holds for this rapidly evolving industry.

The Spark Behind Dry Atlas

Dry Atlas emerged from Victoria’s unique vantage point of watching the alcohol alternative space boom while running Spirited Away, a non-alcoholic bottle shop in New York City. “We had a front-row seat to seeing the space really flourish and explode,” Victoria explained. Recognizing the opportunity to take their expertise beyond the bottle shop, Victoria and her husband decided to create a media company that would shine a light on this emerging category for drinkers worldwide.

Dry Atlas was born in the summer of 2023, and its mission is simple: to provide news, insights, and recommendations on non-alcoholic beverages. “We thought the best way to do that was with a media company,” Victoria noted, emphasizing their goal to inform and inspire a growing community of alcohol-free enthusiasts.

Global Exploration of Non-Alcoholic Beverages

One of the most intriguing aspects of Victoria’s journey has been her extensive travels exploring non-alcoholic drink options across the globe. From Europe to Asia, she’s discovered a wealth of innovation in the beverage industry that often goes unnoticed in the U.S. “People like to think of the U.S. as being on the cutting edge of most innovation, but Europe and Asia are leading the way,” Victoria shared, reflecting on the cultural differences she observed.

In Europe, non-alcoholic options are more seamlessly integrated into menus, with a strong emphasis on craft and complexity. “You’re more likely to see a non-alcoholic beer as part of a broader menu,” she explained, noting that the space felt more nuanced and accepted. Meanwhile, Asia’s innovation with premium teas left a lasting impression. “The producers in Asia are creating products that can stand against champagne in terms of complexity,” Victoria marveled, highlighting how these beverages are taking the place of traditional alcoholic drinks in celebratory settings.

Elevating Alcohol Alternatives

As Dry Atlas continues to grow, Victoria sees the alcohol alternative space moving toward a greater focus on the craft of the beverage itself, rather than just the absence of alcohol. “The brands that will succeed are the ones focusing more on what you get from the beverage, not on the fact that it’s alcohol-free,” Victoria noted, echoing the insights of Ben Branson, founder of Seedlip, and other leaders in the space.

This shift is particularly relevant as the non-alcoholic category expands beyond just soft drinks or alcohol-free versions of traditional beverages. “We’re seeing so many brands entering this space, but the ones focusing on craft will stand out,” Victoria emphasized, pointing to the rise of premium teas, craft sodas, and THC-infused beverages that offer a thoughtful alternative to alcohol.

Navigating Social Pressure and Embracing THC Beverages

For those looking to reduce their alcohol consumption, Victoria offers practical advice: embrace the ritual of drinking without focusing on the alcohol content. “A lot of the socializing and drinking ritual is about the connection, not the ABV,” she explained, encouraging people to explore sophisticated alcohol alternatives that still provide that social experience.

Victoria is also bullish on THC-infused beverages as a growing segment of the alcohol alternative market. “THC beverages are becoming a viable wine alternative for many,” she said, noting that they offer a way to unwind without the downsides of alcohol. With THC drinks gaining popularity, she believes they will play a significant role in reshaping how people approach social drinking and relaxation.

Looking Ahead: The Future of Non-Alcoholic Beverages

As the non-alcoholic beverage industry continues to expand, Victoria sees a future where these drinks are normalized and celebrated for their craft. “I’d like to see the ABV content moved to the back of the label,” she suggested, envisioning a world where non-alcoholic beverages are judged on their quality and ingredients rather than their lack of alcohol.

With over 1,600 alcohol alternatives now available on the market, up from just 900 last year, the space is evolving rapidly. And while some brands may focus on capitalizing on the trend, Victoria believes those that prioritize craft and authenticity will lead the way.

Through Dry Atlas, Victoria Watters is not only championing a new wave of alcohol alternatives but also shaping how consumers view and enjoy beverages in this fast-growing category.