Australian Brands Shaping the Future of Alcohol-Free
Announcement posted by Hairy Armadillo 11 Apr 2025
[Melbourne, VIC] — 11 April 2025 — Results from the 2025 World Alcohol-Free Awards signal that the category is maturing, with rising standards and a growing number of authentic, maker-led brands.
Hairy Armadillo founder Allan Sweeney believes that true craftsmanship is the next wave of non-alcoholic innovation. "It's no longer enough to be alcohol-free — people are seeking out brands with a story, authenticity or point of difference" said Sweeney.
Where the non-alcoholic category was once dominated by brands outsourcing development and production, a new wave of independent makers is stepping forward, defined by:
- Craft-led development and formulation
- In-house production
- Ingredient and supply chain integrity
Artisanal non-alcoholic beverage now carries the same intention and integrity as fine wines or craft beers. These aren't "alternatives" in the dismissive sense — they're original, expressive, and have a story to tell.
2025 World Alcohol-Free Awards
This shift is especially evident in the Wine Alternatives category of the World Alcohol-Free Awards 2025, where Hairy Armadillo earned a Silver Medal for its debut release, Snow Daisy. The category is filled with fellow maker-led brands such as NON (Australia), ACALA (Lithuania), REAL Drinks Co. (United Kingdom), and OICHI (United Kingdom). A full list of results can be found here.
"When we started Hairy Armadillo, we knew we wanted to make something that could stand beside wine — something expressive, structured, and intentional — but made our way, built from the ground up," said Sweeney. "From idea to finished bottle, we tightly control and handle each step."
Hairy Armadillo plans to expand its line-up of non-alcoholic drinks from its Warburton fermentery. In future, they plan to open the doors to visitors enablig experiences similar to a traditional cellar door.
About Hairy Armadillo
Hairy Armadillo is on a mission to revolutionise the world of non-alcoholic through genuine craft. Hairy Armadillo currnet line-up of Sparkling Tea are alternatives that provide a similar complexity, and pairing opportunity to sparkling wine.
🌐 https://hairyarmadillo.com.au
Media Contact:
Allan Sweeney
📧 allan@hairyarmadillo.com.au
📞 0401 008 434
