The News
Better Than Booze, a Nashville-based non-alcoholic beverage company, is returning as the official RTD mocktail sponsor for the third consecutive year at the Iroquois Steeplechase. The brand will debut tropical flavors and host a beach-themed activation with photo ops, tropical sips, and a $500 travel giveaway. Attendees can find the brand's mocktails and hemp-infused beverages at event bars.
The non‑alcoholic segment is expanding faster than traditional spirits, and mocktails are at the forefront of that growth. In the spirits trade, operators increasingly look for low‑ABV alternatives that can match the flavor profile and experiential appeal of cocktails while keeping cost and inventory manageable.
Better Than Booze debuted its first tropical‑flavored RTD mocktails at Nashville’s Iroquois Steeplechase, pairing a $500 travel giveaway with a beach‑themed activation that drew over 25,000 attendees. The event is one of the brand’s first local activations featuring tropical flavors, and it aligns with data showing that RTD mocktails grew 18 % in 2025 while tropical flavors jumped 23 % YoY across off‑premise channels. With the category expanding at a 7.2 % CAGR to 2030, Better Than Booze is targeting consumers who prefer light, flavorful drinks that can be served straight or mixed. By April 2026 the brand had reached more than 1,500 on‑ and off‑premise locations, reinforcing its aggressive market presence.
The $500 travel giveaway drives buzz, but its real value comes from product exposure. The Steeplechase’s high attendance creates a focused opportunity for on‑premise depletions; a single event can boost trial and reinforce repeat sales. Operators can use the tropical line not merely as a themed highlight but as a reliable mocktail option that occupies a full niche without eating into spirits volumes.
With over 1,500 locations, distributors need to track how tropical variants perform against core products. Even a modest share of the RTD menu could drive measurable depletions across their network. Operators who already carry Better Than Booze can pilot the new line on specific nights—pairing it with a signature mocktail or positioning it as a “sober‑friendly” option during happy hour—to assess demand before ordering larger cases.
Because the Steeplechase attracts more than 25,000 guests each year, Better Than Booze is positioned to secure a substantial share of on‑premise mock‑tail trials that could extend into retail channels.
Original Press Release
Nashville's favorite ready-to-drink mocktail brand returns as the official RTD mocktail sponsor with a beach-themed activation, tropical flavor debut, and a $500 travel giveaway.
NASHVILLE, TN: Better Than Booze is creating a tropical escape at this year’s Iroquois Steeplechase—no passport required. The Nashville-based non-alcoholic beverage brand is returning as the official ready-to-drink mocktail sponsor for the third consecutive year, this time with a bold new ‘We’ll Take You There’ campaign designed to bring island vibes to Percy Warner Park. As the official RTD mocktail sponsor, the brand encompasses both its lineup of non-alcoholic ready-to-drink canned beverages and its hemp-infused beverages, giving attendees a full range of options. The iconic event attracts more than 25,000 attendees for a day of high fashion, horse racing, and philanthropic impact.
Steeplechase will mark one of the first local activations to feature the brand-new tropical flavors from Better Than Booze. The centerpiece is a beach-themed experiential activation designed to transport attendees straight to island mode, complete with photo ops, tropical sips, and a chance to win $500 in vacation essentials. It's all part of how the brand pairs its drinks with unforgettable experiences, proving that non-alcoholic is anything but a boring choice. Attendees can also find Better Than Booze mocktails and hemp-infused beverages at bars throughout the event.
“We’ve always said Better Than Booze is about more than what’s in the can; it’s about how it makes you feel,” said Drea Groeschel, Co-founder and CEO of Better Than Booze. “The ‘We’ll Take You There’ campaign is all about that carefree, sun-soaked energy, and we’re thrilled to bring it to one of Nashville’s most iconic events.”
The brand remains committed to creating inclusive drinking experiences and delivering bold, refreshing flavors designed to elevate any occasion. Activations like the ‘We’ll Take You There’ campaign at Steeplechase are a reflection of that mission—meeting people where they are with options that don’t compromise on fun or flavor. Founded on the principles of quality and innovation, Better Than Booze has experienced rapid growth since its founding, now available in more than 1,500 on- and off-premise locations. With traditional alcohol sales in decline, the Nashville-based company is poised to lead the shift toward sophisticated, alcohol-free options made with only the finest ingredients.
Visit DrinkBetterThanBooze.com to explore the full lineup of mocktails and hemp-infused beverages.
Sources consulted (web research):
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- Better Than Booze Mocktails Launch At Walmart Expanding Access To Pre…
- Article E1c3c87d 8e5a 41d1 87c6 654df6afa7c6
- Better Than Booze Saddles Up For A Second Year At Iroquois Steeplechase
Source: BevNET