Stronger together: Arkay Beverages
Arkay Beverages is aiming to emphasise the importance of unity within the non-alcoholic ‘spirits’ sector to achieve collective success.
In the bustling heart of New York City, amid the bright billboards for Broadway shows and advertisements featuring some of the world’s most recognisable icons, observant visitors to Times Square may have spotted Arkay’s captivating visuals this summer. Since launching its campaign in July, Arkay believes its zero-ABV ‘spirits’ have reached 300,000 people.
Reynald Vito Grattagliano, the founder and CEO of Arkay Beverages, understands that the dazzling lights of Times Square are not obtainable for all non-alcoholic brands due to limited funds. With a deep awareness of the challenges involved in building a brand that resonates with consumers and promotes healthier drinking options, he has embarked on a mission to provide others with an opportunity to shine.
From a young age, Grattagliano has been motivated by innovation. He began his career in the 1970s and has built a reputation for developing groundbreaking products across various industries, including cosmetics.
In 2011, he launched non-alcoholic ‘spirits’ brand Arkay Zero Proof. The brand set out to provide a healthier option to traditional spirits by using a patented WARM molecule, designed to replicate the taste, aroma, and mouthfeel of alcoholic beverages without the adverse effects. Grattagliano also founded Beyond Spirits, a plant-based alcohol-free brand launched in 2021.
Arkay has been a leader in pioneering a new category of beverages, responding to consumers’ increasing preference for healthier lifestyle choices. The category has also experienced significant growth since Arkay’s inception. According to IWSR’s No- and Low-Alcohol Strategic Study 2024, the no-alcohol category is expected to deliver incremental growth of US$4 billion by 2028, driven by the US.
As the category continues to grow, Grattagliano is calling for unity in the sector, as he explains: “The non-alcoholic category is still in its early stages compared to traditional spirits, and the fastest way to accelerate growth is through collaboration. By working together – whether it’s through shared visibility, education, or advocacy – we can shift consumer perceptions, expand retail space, and create a stronger market for everyone. Collaboration builds credibility, and credibility drives adoption. It’s not about competing – it’s about creating a movement.”
Sharing the spotlight
In late July, Arkay demonstrated its commitment to unifying the industry by offering its Times Square advertising billboard for free to other non-alcoholic brands.
The opportunity will be available until 30 October 2025, and Arkay invites others to share the spotlight.
“Our mission has always been bigger than just one brand: it’s about building a global movement around alcohol-free living,” says Grattagliano. “By opening up the billboard to other non-alcoholic brands, even if they are technically competitors, we’re creating a stronger, united front that accelerates awareness, drives category growth, and ultimately helps more people make healthier choices. When the category grows, we all benefit – and so does the consumer.”
Furthermore, Grattagliano is not deterred by competition between brands. He believes that offering free marketing in Times Square is an investment for long-term success.
“When more non-alcoholic brands are visible and accessible, this visibility and accessibility educate consumers and legitimise the movement as a whole”, he explains. “This rising tide lifts all boats – including ours. Our brand is strong and well-positioned, and we’re confident that leading with collaboration, not fear, ultimately drives more trust, more attention, and more business for everyone involved.”
Open invitation
In addition to offering free advertising space, Arkay Beverages’ parent company, Beyond Spirits, has also launched a new stock-for-stock merger and acquisition strategy.
Rather than using cash to acquire complementary companies in the beverage, wellness, and distribution sectors, the company plans to use its equity. This approach aims to streamline operations, improve distribution, and strengthen its product portfolio.
Grattagliano emphasises the company’s mission: “We aim to consolidate and lead the alcohol-free beverage market globally.
By leveraging our stock to acquire innovative, synergistic brands, we’re accelerating growth without the burden of debt or dilution of operational focus. We are always on the lookout for opportunities, and by helping grow the category, we stay true to our mission: supporting people in choosing sobriety, staying in good health, and living happier, more fulfilled lives – without the need for alcohol,” he concludes.
Companies interested in exploring partnership or acquisition opportunities are encouraged to contact the corporate development team at Beyond Spirits to join the movement towards unity in the non-alcoholic sector.
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