Non-alcoholic beer is increasingly becoming the first choice for a new generation of drinkers, according to industry insights. Keith George, a brewer at Bowness Bay Brewery in Kendal, shared with The Drinks Business that younger consumers, many of whom are teetotal, are beginning their beer journey with non-alcoholic options. This shift reflects broader trends in both the UK and US, where low and no-alcohol beverages are gaining popularity.
George noted that these consumers often use non-alcoholic beer as a benchmark for what to expect from other drinks they may try in the future. With a growing preference for alcohol-free options, some may never transition to alcoholic beverages at all.
Breweries are now faced with a crucial decision: whether to create non-alcoholic beers that mimic traditional beers or to develop entirely new products. George believes in the former approach, focusing on creating “nearly beers” that resemble the experience of drinking a standard beer. At Bowness Bay Brewery, the non-alcoholic segment is thriving, with their 0.5% ABV beer becoming the fastest-growing product in their lineup. George anticipates that within a few years, this product could rival the sales of their core range.
The growth of the non-alcoholic beer market is expected to continue “substantially” over the next decade, supported by data from Allied Market Research. Recent developments, such as Arsenal FC partnering with Athletic Brewing Company as their first alcohol-free beer sponsor, highlight the growing acceptance and popularity of non-alcoholic beer globally. In Germany, sales of non-alcoholic beer have surged over the past decade, and Diageo’s plan to increase production of Guinness 0.0 by nearly 300% following a significant investment at its St. James’s Gate site further underscores the trend’s staying power.
As consumer preferences evolve, the non-alcoholic beer category is poised to become a permanent fixture in the beverage industry, offering a gateway for those who choose to forgo alcohol while still enjoying the taste and experience of beer.
