By Ian Bell
Published October 13, 2025
Alcohol sales in the U.S. have seen a continued decline driven by a trend in economic pressure, shifting consumer behaviors, and broader cultural changes. However, on the opposite end of that spectrum, non-alcoholic beverage sales have surged 67% since 2022, capturing consumers seeking taste and social experiences without the negative health effects or hangover.
Once a niche corner of mixology, the zero-proof space has exploded as consumers crave sophisticated, mindful alternatives. Enter Chris Abbott, co-founder of The Pathfinder, a Seattle-based brand shaking up the scene with its Hemp and Root Elixir and bold ready-to-drink cocktails like the non-carbonated Negroni. With a background in founding Mr. Moxey’s cannabis edibles and a partnership with spirits legend Steven Grasse, Abbott is driving The Pathfinder’s 181% sales surge and expansion into 41 states. In this exclusive for The Manual, we explore the inspirations behind the brand’s botanical-driven flavors and how Abbott is crafting the future of non-alcoholic drinking.