It’s no secret that drinking culture in the U. S. is changing. Gallup’s 2025 Consumption Habits survey found that only 54% of U.S. adults say they drink alcohol—the lowest figure the firm has recorded in nearly nine decades of tracking, and the third consecutive annual decline. The zero and low-alcohol category logged 13% global volume growth in 2024 across the world’s ten biggest markets according to IWSR, which now expects the no-alcohol segment alone to add more than $4 billion in incremental revenue by 2028.
The trend has not been lost to bars, either. For instance, the whole concept around Houston’s Best Regards revolves around the growing trend towards wellness, functional beverages and healthier drink choices. In short: drinkers haven’t quit; they’ve recalibrated. That recalibration is the wave a new brand called All Día is trying to surf. The brainchild of co-founders Sasha and Ailee Petrovic, the brand officially debuted on May 15 in its home base of Austin, Texas, before a broader Central Texas rollout this summer. The idea is simple: a real tequila canned cocktail at 2.5% ABV with only 50 to 60 calories—roughly half the strength of a typical RTD.
“It took one awful hangover in 2024 on a Lake Austin weekend to give us the ‘aha!’ moment that sparked this entire journey,” says Sasha Petrovic, who arrived at the idea after twenty years scaling complex organizations, including a tenure running a $200 million business unit at Google. The instinct, he says, was less spirits-industry intuition than corporate muscle memory. “My time managing large-scale business units taught me a foundational rule: always start with the customer. Customer behaviors shift rapidly, and incumbents are usually too rigid to pivot.”
U.S. drinkers want the best of both worlds
What the Petrovics saw when looking at the data was a binary: a “high-sugar, 5%+ cocktail or a mocktail that lacks the social experience of a real spirit.” Wellness-conscious drinkers, he argues, aren’t sober—they’re intentional. “They want a premium taste with clean ingredients, and don’t want to compromise how they feel the next day,” Sasha says.
“At 2.5% ABV and 50 calories, we created the best of both worlds. According to Gallup, the primary reason people are drinking less is to protect their physical health, and the traditional beverage industry has been slow to react to this shift in Millennial and Gen Z behavior.”
All Día’s tequila is sourced from NOM 1438 (Casa Maestri, the well-regarded distillery in Tequila, Jalisco that supplies a long list of premium agave brands) and blended and canned in Texas. Each can contains five to eight ingredients, no artificial additives, and prints both its full ingredient list and full nutritional facts on the label, a level of transparency that, as anyone who shops the RTD aisle knows, is the exception rather than the rule.
Premium cocktail flavors from the heart of Texas
The Founder’s Batch lineup reads like a love letter to Texas drinking: Lime, a clean ranch water; Grapefruit, built as a Paloma; Cucumber, a bright spritz; and Lemon, styled after the Tequila Chilton, the salty West Texas highball that Lubbock claims as its own.
Because each flavor profile contains minimal ingredients, it’s easy to use All Día as a cocktail base for those who prefer a higher ABV drink. To create an elevated Ranch Water, just add one or two ounces of Casa Maestri blanco tequila (or your favorite blanco) to a Tajin-rimmed glass filled with ice. Hand-squeeze one ounce of lime juice into the glass and top with a Ranch Water All Día. Garnish with a pinch of sea salt, a lime wheel, and a fresh jalapeño slice. That’s Austin in a glass, right there.
All Día sits in ultra-premium RTD territory, betting that the same consumer paying up for a functional mocktail or a six-pack of premium zero-proof lager will pay up for a transparent, real tequila spritz too. “We could cut our raw material costs in half tomorrow if we moved to cheap, less premium ingredients, but that goes against everything we stand for,” Sasha said. “If we can’t deliver a transparent, clean label, what’s the point of All Día?”
All Día will gradually expand across the U.S. market
Behind the can is the part of the business Sasha was actually trained for: operations. All Día’s first 10,000-case production run hits in June, which he calls the brand’s “operational launchpad.” Direct-to-consumer shipping currently reaches 33 states, with a lower-48 expansion targeted for this summer. Statewide distribution rolls through WOW Spirits, with Texas leading and Florida, California, and Arizona next, prioritized by RTD market opportunity. “People are voting for sessionability with their wallets,” says Sasha.
In Texas, the brand already has a fast-growing retail and hospitality footprint. Cans are stocked at select Total Wine & More and Twin Liquors locations and a few independent wine and spirit retailers, as well as restaurants, bars, and hotels pouring on premise.
From that home base, the rollout is mapped out in stages: Florida follows in July 2026, with five Total Wine locations and WOW Spirits placement already approved. California and Arizona are slated to come online before spring break 2027. Behind those, another half-dozen states — Georgia and Colorado among the front-runners — are queued up based on where the RTD math looks most attractive. By 2028, the goal is to be sitting in the country’s top 30 markets.
A designer’s eye for perfect market appeal
The visual sensibility is informed by Ailee’s day job. She is Chief Product & Brand Officer at Young, Wild & Friedman, a sensory play company that recently expanded from DTC into national retail chains, and has years of commercial experience for brands including Disney, Walmart, Pantene, and Serena & Lily.
As co-founder and creative director, Ailee shepherded the brand identity that won All Día BevNet’s Best of 2025 award for Best Branding before most people had ever tasted the product. She partnered with Austin-based Helms Workshop—the design firm behind Austin Beerworks and Lone River, among others—to create the striking two-toned cans, with on-can transparency about ingredients and nutrition as a non-negotiable.
The mental picture she designed against was specific: All Día “in someone’s hand on a boat on Lake Austin, at a backyard gathering, or after a game of pickleball at Ski Shores.”
What ties Sasha’s spreadsheets and Ailee’s mood boards together is a single read on Austin, the one where, as Ailee puts it, “people care deeply about movement, clean food, creativity, entrepreneurship, and a great happy hour, often all within the same day.” The plan is to replicate that across Texas: fitness hubs, hospitality partners, and active events where the product naturally belongs, rather than generic shelf placements and broadcast ads.
“It is our interpretation of modern Texas living,” Ailee says. “Health-conscious but never restrictive, social but highly intentional, and premium without an ounce of pretension.”
Whether the ultra-low-ABV category proves durable is still an open question hanging over every brand in this space. But the macro signal is pointing in All Día’s direction, and the Petrovics are running a tighter operation than most three-month-old startups can claim. On a hot Austin afternoon, with the lake glittering and the day still wide open, the bet starts to look less like an experiment and more like a read on where the market is already heading.
