A recent survey conducted by the Beer Institute, in partnership with Morning Consult, reveals a significant rise in the popularity of non-alcoholic beer as more Americans participate in Dry January and adopt mindful drinking habits. The poll, conducted between January 2-6, 2025, surveyed over 2,000 adults of legal drinking age and found that 60% of Dry January participants view low- and no-alcohol beer as a key tool for achieving their moderation goals. This marks a 2% increase from the previous year, underscoring the growing demand for alcohol-free alternatives.
The survey highlights a notable shift in consumer preferences, with beer emerging as a leading choice in the expanding non-alcoholic beverage market. Brian Crawford, president and CEO of the Beer Institute, emphasized the role of beer in promoting moderation, stating, “Beer has always been the beverage of moderation, and that’s even more clear as consumers find ways to balance Dry January with staying socially connected. America’s brewers are rising to the occasion with innovative, flavorful choices that combine quality and responsibility.”
Key Findings from the Survey:
60% of Americans see low- and no-alcohol beer as a viable option for long-term moderation, up 2% from 2024.
22% of adults prefer non-alcoholic beer over other non-alcoholic beverages, compared to 10% for NA liquor and 13% for NA wine.
Wellness (49%) and saving money (48%) were cited as the top reasons for participating in Dry January or Damp January.
The Rise of Non-Alcoholic Beer:
According to Fact.MR, the global non-alcoholic beer market is valued at $20 billion in 2023 and is expected to reach $40 billion by 2033. In the United States, non-alcoholic beverages have been the third fastest-growing beverage category for the past two years, and the Brewers Association reported that non-alcoholic beer sales increased 30% year-over-year in 2024. This growth is driven by innovative product offerings and improved distribution channels.
Andrew Heritage, chief economist at the Beer Institute, noted, “Non-alc beer is the fastest-growing segment in the beer industry, consistently growing by double digits over the past few years. This reflects a broader recognition among consumers of their options for moderating alcohol intake without sacrificing flavor or quality.”
Factors Driving the Boom:
The Sober Curious Movement: According to NCSolutions, 41% of Americans are actively trying to reduce their alcohol consumption, with younger generations like Gen Z leading the charge.
Improved Product Quality: Craft breweries and major brands have elevated the flavor and quality of non-alcoholic beers, making them more appealing to consumers.
Health and Wellness Trends: Consumers are increasingly seeking healthier alternatives that allow them to enjoy social drinking experiences without the effects of alcohol.
Craft Breweries Leading the Charge:
Independent breweries have been at the forefront of the non-alcoholic beer movement. U.S.-based craft breweries such as Athletic Brewing and Best Day Brewing specialize exclusively in non-alcoholic beers, while established brands like Deschutes and Sam Adams have also introduced their own NA lines. Athletic Brewing, for instance, has become the 14th largest craft brewery in the U.S. thanks to its entirely non-alcoholic portfolio.
Looking Ahead:
As the non-alcoholic beer category continues to expand, breweries that embrace this trend are well-positioned to attract a broader audience and meet the demands of mindful drinkers. Whether for Dry January or year-round moderation, non-alcoholic beer is securing a permanent place in the craft beer landscape.
For more coverage on the latest trends and key players in the non-alcoholic beer space, stay tuned to Craft Brewing Business.
You Might Be Interested In:
- Is Beer A Good Recovery Drink?
- Is Beer A Prebiotic? A Complete Guide
- How Much Beer Can A Type 2 Diabetic Drink?
