The News
The Pathfinder, a non-alcoholic spirit brand, announced a first-ever non-alcoholic cocktail competition during Seattle Cocktail Week. The event, held at Screwdriver Bar on April 20, features bartenders competing for the title of "Executioner of the Mocktail" with judges including Jeffrey Morgenthaler, Anu Apte, and Robin Nance. Competitors submitted recipes using The Pathfinder Hemp and Root in the first round and created original cocktails in the second round.
Pathfinder launched its first non‑alcoholic cocktail contest at Seattle’s Screwdriver Bar during Cocktail Week, pitting more than 70 bartenders against one another with the brand’s hemp‑based “Hemp & Root” and an original stirred creation.
The event highlights that U.S. on‑premise sales of non‑alcoholic spirits remain niche but are rising 32 % YoY, matching the momentum seen during Cocktail Week. The category is worth about $190 million and is projected to grow at a CAGR of 18.5 % through 2030.
The Pathfinder’s own sales accelerated 300 % year‑to‑date in 2024—outpacing the NA spirits market’s projected CAGR—and are being driven by its premium positioning. At $39.99 per 700 ml bottle, the drink sits squarely in the high‑end segment, where prices typically range from $25 to $45.
Retailers should note that the brand’s waitlist tops 10,000 customers, indicating strong demand and tight inventory. The Pathfinder is currently available in select U.S. markets—Washington, New York, California, Illinois, Miami—and a handful of UK cities, but has not yet secured widespread distribution.
Bars wanting to ride the buzz should view it as a niche halo item rather than a volume pull; the amaro‑like flavor profile is best suited for cocktail‑savvy customers. With its premium price point and limited availability, distributors should expect high margins but must plan carefully for inventory constraints.
Original Press Release
The Pathfinder, the trailblazing non-alcoholic spirit brand pioneering the new era of no-, low- and full-ABV imbibing, is thrilled to announce the first-ever brand-created, non-alcoholic cocktail competition held during Seattle Cocktail Week (April 19-26). The competition includes competitors from all corners of the country: On Monday, April 20, from 7:15 p.m. - 11 p.m. at Screwdriver Bar (2320 1st Ave), bartenders will compete for the auspicious title of “Executioner of the Mocktail.” The event is free to attend.
The competition will be judged by industry vets Jeffrey Morgenthaler, award-winning bartender and co-owner of Pacific Standard; Anu Apte, owner of several award-winning Seattle bars Trade Winds Tavern, Vinnie’s Wine Shop, and Navy Strength; and Robin Nance, a member of the National USBG Board of Directors and former Director of Trade Engagement and Advocacy for Beam Suntory. The victorious “Executioner of the Mocktail” will receive a $2,000 cash prize and a trophy to commemorate their spiritual mocktail journey.
This cocktail competition has been going on behind the scenes for months, now culminating in the exciting final round at Screwdriver Bar. In the first round, more than seventy bartenders submitted recipes for non-alcoholic riffs on classic cocktails using The Pathfinder Hemp and Root, followed by a second round where contestants were tasked with creating an original “stirred” cocktail.
The competing finalists are as follows:
Sarah Ku - Hello Hello Bar & Cafe (New York City, NY)
Sarah Ku - Hello Hello Bar & Cafe (New York City, NY)
Daddy Long Legs - Bar Bambi (Chicago, IL)
Daddy Long Legs - Bar Bambi (Chicago, IL)
Jeanette Perez - The Roosevelt Room (Austin, TX)
Jeanette Perez - The Roosevelt Room (Austin, TX)
Justin Lam - Viridian and Pagan Idol (San Francisco, CA)
Justin Lam - Viridian and Pagan Idol (San Francisco, CA)
“Death to the Mocktail! The Pathfinder has broken down the walls of traditional non-alcoholic cocktails as an afterthought,” commented Michael Toscano, East Coast Regional Director for The Pathfinder. “These true pioneers in our industry have taken the ‘mock’ out of ‘mocktail’ and shown the world there's nothing fake about a great cocktail!”
The Pathfinder—which debuted in the counter-cultural epicenter of Seattle—launched their flagship zero-proof spirit, Hemp and Root, in the fall of 2021, which became the first in a line of unprecedented disruptors to the non-alcoholic and alcoholic sectors. The non-alcoholic spirit is made with fermented and distilled hemp, which is then blended with botanicals to pair perfectly with any cocktail. The Pathfinder then followed up with their ready-to-drink Espresso Tonic, Negroni, and Spritz.
Sources consulted (web research):
- Review The Pathfinder Non Alcoholic Spirits Lineup Updated 2026
- The Pathfinder
- Stoli Group Backs Hemp Based Pathfinder To Find Non Alc Growth Route
- Drink Of The Week Pathfinder Non Alcoholic Spirit
Source: BevNET