The Netherlands is experiencing a significant surge in the sales of alcohol-free beer, with one in every twelve beers sold in supermarkets now containing 0.0% alcohol. This growing trend, fueled by a shift toward healthier lifestyles, is reshaping the country’s beer market, according to data from Circana.
Dutch Brewers Pivot to Alcohol-Free Options
At the forefront of this movement is Van de Streek Bier, a Utrecht-based brewery founded by brothers Ronald and Sander van de Streek. What started as a kitchen hobby over a decade ago has evolved into a successful business, producing approximately 900 litres of beer per hour. Notably, more than 60% of their output is now alcohol-free.
The brewery has also made headlines for creating the first Dutch alcohol-free IPA, a hoppy English-style beer. Despite a sugar tax introduced last year that increased the price of non-alcoholic beers, Ronald van de Streek notes that sales have continued to rise. “The demand for alcohol-free options is clearly growing,” he says.
Rising Popularity Driven by Taste and Health Trends
The Dutch Brewers’ Association reports that alcohol-free beer accounted for 7% of the market in 2023, up from 5.8% in 2019. The association aims to see this figure reach 10% by 2030.
Meint Waterlanden, a representative of the association, attributes the shift to two key factors: improved taste and a heightened focus on health. “The quality of alcohol-free beer has improved significantly in recent years. It aligns well with a balanced lifestyle, as people are becoming more mindful of their dietary choices,” he explains.
Younger Generations Embrace Change
The trend is also gaining traction among younger demographics. In Eindhoven, student associations signed a pledge last year to combat alcohol abuse, promoting 0.0% beer as a viable alternative.
Silke Smit, a student from Eindhoven, reflects this changing mindset: “No one expects alcohol to disappear entirely, nor should it. But it’s important to normalise the choice not to drink. If someone orders a non-alcoholic beer at the pub, that should be completely acceptable.”
A Staple in Dutch Beer Culture
With breweries innovating and societal attitudes evolving, alcohol-free beer is no longer a fleeting trend but a growing staple in Dutch beer culture. As consumers continue to prioritise health and balance, the market for alcohol-free options is poised for further expansion.
This shift underscores a broader cultural change, where moderation and mindful consumption are becoming integral to the Dutch way of life.
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