“Canning machinery is much smaller and less expensive than it was 10 years ago,” says Matt Vincent, the owner of Ska Brewing Co., and Ska Fabricating. “These new innovations better meet health and wellness desires of certain consumers such as lower ABV, lower sugar, lower calorie or sustainable sourcing practices.” “While non-alcoholic beer has been available to consumers for many years, there are now more options available than ever before,” says Neilsen’s Cox. One of the largest drivers of the category? Increased innovation. “Non-alc alternatives are expanding the size of the pie, not just dividing it.” Bursting Open the Category “We’re even seeing historically dry venues promoting this segment to their customers for incremental revenue,” says Meissner. My friends are drinking these beers as an afternoon treat.” “Now, people who are choosing low-proof and zero-proof extend from industry folks like bartenders and chefs to the younger generation of up and coming drinkers. “I have always carried non-alcoholic beer at my bars, and there has always been a demand for it,” says Julia Momose, co-owner of Kumiko in Chicago, who prefers Japanese-born All-Free by Suntory. Mortal Kombucha’s Becca Schepps notes she’s seen a huge uptick in people choosing her kombucha over wine, with drinkers pouring it into a wine glass or pilsner glass, “so they can have that drinking experience.” In that vein, Canadian company Silver Swallow recently released a non-alcoholic kombucha that mimics Champagne, cork-closed bottle and all. Lynnette Marrero, who crafted the flavors of hemp-infused NA spirit Aplos, noted that their core customers are “35 to 55-year-old women-highly educated, high disposable income for whom Aplos is replacing their nightly wine ritual.” “The new generations are a lot smarter than I was at that age, which is encouraging.” New Wave Soda CEO Nat Noone found that the majority of the brand’s customers are drinkers between 24 and 35-folks taking a night off booze. People will come in to have a beer after work followed by two NA beers or will drink NA beer during the week and traditional craft beer on the weekend, or buy both four-packs of IPAs and NA beer for their party.” “We see this a lot in our taprooms and retail stores. “The way people choose to consume alcoholic and non-alcoholic beverages is changing so fast and that hard line in the sand between the drinkers and non-drinkers is quickly eroding,” explains Mitch Cobb, co-founder of Upstreet Craft Brewing and Libra, a no-ABV beer. “This is a macro-trend we don’t see fading.” “The foundation of the movement is rooted in younger Americans' desire to live a healthier lifestyle,” says Bill Meissner, President and CMO of Splash Beverage Group. Interestingly, 78% of non-alcoholic beverage buyers are also purchasing alcoholic beer, wine or spirits-moderation is a driving force (Nielsen). Brands saw a 315% increase in low- and no-alc beverage dollar sales.īy category, NA beer and cider grew 31.7%, wine increased 39.4% while zero-ABV spirits saw sales grow 113.4% over the last year. Our opening weekend was packed and people are so grateful that a shop like ours exists.”Īccording to Nielsen, NA sales totaled $331 million (up +33.2%) in the last year, while low-alcohol sales rose 8.1% to $2.77 billion. “We had no idea the demand we would see from people in their early 20s to mid-70s. “When we opened SIPPLE, the first non-alcoholic bottle shop in Texas, we thought it would take time to take off,” says owner Danny Frounfelkner.
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