From N/A to N.A.: The Rise of Non-Alcoholic (N.A.) Beers and Their Appeal
Non-alcoholic beer is booming as more consumers seek flavorful, alcohol-free options for social drinking and wellness. With breweries like Athletic Brewing leading the way, NA beer is becoming a staple in taprooms nationwide.
Story by:
David Oksenhorn
Non-alcoholic (NA) beer is continuing to experience a surge in popularity, especially among younger generations and those seeking a healthier lifestyle. Non-alcoholic (NA) beer is increasingly viewed as a solution for consumers who want to enjoy social drinking without the need for a designated driver or ride-share service, all while maintaining their health and wellness goals. It has also gained popularity among individuals embracing a sober lifestyle, temporarily or permanently, such as during “Dry January” or “Sober October.”
This increase in demand has led many breweries to expand their offerings to include non-alcoholic options, whether those produced by others or themselves. Some examples of breweries now featuring NA beers as part of their regular offerings include Brooklyn Brewery. Brooklyn Special Effects is a non-alcoholic beer that provides a full-flavored experience aiming to match the profiles of its alcoholic beers. Brooklyn Special Effects uses a unique fermentation process that allows the beer to maintain its flavor while keeping the alcohol content minimal. This beer has gained popularity for its taste and versatility. Other larger household-named breweries, such as Heineken, introduced Heineken 0.0 as part of its commitment to providing consumers with an NA beer option.
With this notable trend of drinkers shifting to NA options, significant increases in NA beer variety and options have been presented. Years ago, when the “NA” acronym was nowhere to be found and “near beer” was the term, there were minimal options available. Now, a vast number of styles are available for consumers, including Guinness, the iconic Irish brewery, which offers Guinness 0.0, a non-alcoholic version of its classic stout and releases from Kit NA Brewing, a dedicated non-alcoholic brewery.
However, in the NA space, one brewery in the U.S. has continued to stand above them all, Athletic Brewing. Athletic Brewing is the largest NA brewery in the United States and has experienced substantial growth due to the rising popularity and changing trends among drinkers. The company’s innovative approach has made it a leader in the industry, appealing to both non-drinkers and alcohol consumers alike. Athletic has a lineup of core beers such as IPAs and Golden Ale-style brews. In addition, Athletic rolls out experimental beers and limited-release collaboration beers.
“Lou Biscotti, leader of the Food and Beverage group for CBIZ, founded a series of best practice forums for food and beverage companies, as well as an annual food and beverage survey, and is a guest speaker for the Long Island Food Council. He explains that this trend seems less than temporary and is gaining ground. “Craft breweries are seeing increasing demand for NA beer throughout the year, even outside of “dry” months.” He further explained that this is yet another shift in drinkers moving away from traditional alcoholic craft beer, which has already seen a decline in demand as beyond-beer options gain popularity, such as hard seltzers and RTD canned cocktails. This has caused craft breweries to pivot once again to meet consumer demands and keep people coming back to taprooms.”
The rise in popularity of non-alcoholic beer highlights a significant shift in drinking habits and consumer preferences. As more people prioritize their health and seek diverse flavor profiles, the demand for high-quality NA beer grows. Breweries like Athletic Brewing are at the forefront of this movement, offering a wide range of non-alcoholic options that appeal to a broad audience, but with many other craft breweries looking to join with offerings of their own. With the growing variety and increasing acceptance of NA beer, it’s clear that this trend is here to stay.
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