The News
"Lapo's, the Italian aperitivo-inspired non-alcoholic cocktail brand, announced the addition of two new products: Lapo's Amaro and Lapo's Amaro Cola. Both are available now at Whole Foods, Target, DrinkLapos.com, and The Zero Proof. The products are part of Lapo's expansion into the aperitif and digestif category, focusing on botanical complexity and depth."
The zero‑proof spirits market is still in its infancy, with only a handful of brands offering full‑strength aperitifs and digestifs. Lapo’s latest launch—Amaro and Amaro Cola—enters this niche at major U.S. retailers and online, giving trade a chance to test premium non‑alcoholic options that have been largely underrepresented in bars.
This week I’m looking at Lapo’s announcement of two zero‑proof spirits—an amaro and a cola—now available at Whole Foods, Target, and on its own e‑commerce site. The move marks the brand’s first foray into the aperitif category—a segment still underrepresented in U.S. bars—and offers retailers a new shelf option that could appeal to consumers seeking sophisticated non‑alcoholic drinks.
Lapo has shifted its focus from ready‑to‑drink cocktails to a zero‑proof amaro that sits alongside traditional bitters on the bar. The pricing—$31.99 for a 750 mL bottle and $19.99 for a four‑pack of 8.4 oz cans—places the products in the mid‑to‑upper tier of the zero‑proof segment, matching what consumers expect from premium spirits.
The brand’s 350 percent year‑over‑year jump eclipses the projected 18 percent CAGR for non‑alcoholic beverages by about twenty‑fold. Such rapid growth signals that Lapo has found a niche with robust demand and positions the new amaro as a springboard into both retail and on‑premise markets.
With availability restricted to Whole Foods, Target, and its own e‑commerce site, operators see this launch as a low‑risk, high‑visibility test. No wholesale channel yet means distributors can’t report depletions, but the 2,000‑plus store footprint signals a sizable consumer base that could drive demand for larger‑scale supply if Lapo partners with a wholesaler soon.
On‑premise managers find the amaro’s botanical mix—juniper, rhubarb root and bitter orange—a suitable flavor base for creative mocktails or as a substitute in classic cocktails. The $31.99 price also tells bar owners that premium zero‑proof options deserve shelf space next to traditional spirits.
Distributors should note that, under the current retail‑only model, no wholesale volume exists yet. Still, Lapo’s rapid growth and national reach make it an attractive partner for shelves seeking a differentiated, high‑margin product in an emerging category. Since only 12 % of full‑service restaurants feature a dedicated non‑alcoholic cocktail menu, there is a sizable gap to fill.
Industry data reinforce the potential upside: Nielsen reports that off‑premise sales of non‑alcoholic spirits grew 32 percent year‑over‑year in 2025, and the U.S. non‑alcoholic segment is projected to grow at an 18 percent CAGR through 2030. These figures suggest that early adopters of Lapo’s products could capture a share of a rapidly expanding market.
Original Press Release
The Italian aperitivo brand adds an amaro and a ready-to-drink amaro cola to its growing lineup, both available now at thezeroproof.com
ATLANTA, GA — MAY 21, 2026 — Lapo's, the Italian aperitivo-inspired non-alcoholic cocktail brand, has expanded its portfolio with two new products: Lapo's Amaro and Lapo's Amaro Cola. Both are available now at Whole Foods, Target, DrinkLapos.com, and through The Zero Proof, the largest online retailer of non-alcoholic beverages in the United States.
The launches mark a significant step for Lapo's, which entered the market with its Non-Alcoholic Negroni and has since built one of the most recognized portfolios in the NA cocktail category. The Amaro and Amaro Cola move the brand into new territory. This is not the ready-to-drink cocktail space Lapo's is known for. This is the aperitif and digestif category, where botanical complexity and depth are the whole point.
Lapo's Non-Alcoholic Amaro ($31.99 per 750mL bottle, thezeroproof.com/collections/aperitif-and-digestif/products/lapos-non-alcoholic-amaro) is inspired by the piney, eucalyptus-forward character of a northern Italian amaro. Built on natural botanicals including juniper, rhubarb root, and bitter orange, it delivers notes of mint, licorice, cinnamon, and pine with a long finish. Pour it neat over a single large ice cube with a strip of orange peel after dinner, or use it as the foundation for zero-proof cocktails. It works equally well as a pre-dinner aperitivo topped with sparkling water or as a proper post-meal digestif.
Lapo's Amaro Cola ($19.99 for a 4-pack of 8.4 fl oz cans, thezeroproof.com/products/lapos-non-alcoholic-amaro-cola) pairs the Amaro's herbal character with a house-made cola. Amaro & Cola is a longtime bartenders’ favorite, and Lapo's version stays close to the classic: dark chocolate, sarsaparilla, and alpine herbs on the nose; caramel sweetness moving into medicinal roots and spice on the palate; and a long, dry, mentholated finish. Uncaffeinated, vegan-friendly, and gluten-free. Best served over ice.
“Lapo's Amaro is pushing the category forward — away from simple substitutes and toward drinks that can stand entirely on their own,” said Sean Goldsmith, Co-Founder and CEO of The Zero Proof. “The Amaro Cola takes that further. It's a completely new drinking occasion, and it's the kind of thing that makes people realize zero-proof doesn't mean compromise.”
“Amaro is one of the most culturally rich categories in the world of drinking, and it has been almost entirely absent from the zero-proof space until now,” said Goldsmith. “Lapo's version is the real thing — complex, bitter, and deeply satisfying. The Amaro Cola is what happens when you take that same quality and make it effortless. We're proud to bring both to the Lapo’s community.”
In less than two years, Lapo’s has grown to over 2,000 stores nationwide, and the brand has grown 350% in the past year alone. It is available at Whole Foods Market, where it has quickly become one of the top-selling non-alcoholic products in the country, as well as Target, Total Wine & More, and The Fresh Market. Lapo's is poured at Michelin-starred restaurants across the country and holds national partnerships with the James Beard Foundation and SoulCycle.
The timing also reflects where the NA category is heading. The non-alcoholic category isn't January anymore. A generation raised on craft beer, single-origin coffee, and natural wine has arrived at amaro ready for something that pushes back a little — and consumers are moderating year-round, not just in peak wellness season. The aperitif and digestif segment is one of the fastest-moving corners of the market, and Lapo's is one of the few NA brands with the credibility and the portfolio to lead it.
The Amaro and Amaro Cola join a lineup that includes the Non-Alcoholic Negroni, Citrus Spritz, Aperitivo, Espresso Martini, Melograno Mule, Limoncello Spritz, Mandarino G&T, and Negroni Water. The full portfolio is available at drinklapos.com and thezeroproof.com/collections/lapos.
Sources consulted (web research):
- Lapos Gains Momentum Launching Nationwide At Target And Whole Foods M…
- Lapos Gains Momentum Launching Nationwide At Target And Whole Foods M…
- New Beverages Ghost X Bubblicious Lapos Recess
Source: BevNET