I have always loved cranberry (or cranapple) juice as a non-alcoholic choice, but as I have gotten older, my digestive system has increasingly disagreed with that choice. I usually stick with water (or on the brave occasion, apple juice) if I go non-alcoholic.

For the booze, as a UA flyer I pick the non-Goose Island craft beer they have. Recently, that is Voodoo Ranger IPA (a solid choice), although I did enjoy Lagunitas 12 of Never Pale Ale as well. If it's a longhaul flight, I will go with wine options, as that tends to work better (for me) at higher altitudes than beer does.