Ever thought you’d crack open a beer with zero regrets and zero alcohol?

Picture a world where you can enjoy a cold beer at 8 a.m., ace your morning meeting, and still be sharp for happy hour later.

Welcome to the era of guilt-free pints.

If you haven’t noticed already, non-alcoholic beers aren’t just lurking on that dusty bottom shelf anymore, they are everywhere!

So, what’s the hype? Is it just another fleeting trend, or are people actually vibing with it?

Let’s break down why this zero-alcohol trend is popping off, the stats behind it, and where it’s headed.

Cheers to change: why are people shifting to non-alcoholic beer?

First things first: the ‘sober-curious’ movement. Yep, it’s a thing! 66% of people worldwide are either cutting down on booze or quitting it entirely.

Health consciousness, changing social norms, and a big focus on wellness are driving the shift.

Now, people are realizing they can chill with a cold one without worrying about a hangover the next day. Sounds like a win-win, right?

The numbers don’t lie

So, where’s non-alcoholic beer really at? Let’s look at the digits:

• 2019: Non-alcoholic beer held about 4% of the market.
• 2024: That’s climbing to 6%.
• 2029: Projected to hit 7%.

The crazy part? Non-alcoholic beer is expected to grow at a solid 6.3% annually from 2024 to 2029.

Regular beer? Only 2.8%. So yeah, it’s looking more like a lifestyle shift than just a fad.

Who’s sipping it up?

Non-alcoholic beer is blowing up globally, but some areas are leading the charge:

• Europe: The MVP right now, owning 35% of the global revenue in 2023.
• North America: Especially the U.S., where brands like Budweiser Zero and Athletic Brewing Co. are taking off.
• Asia-Pacific: The fastest-growing region, with an insane 12.1% annual growth projected from 2024 to 2030.

Whether you’re in Berlin, New York, or Tokyo, non-alcoholic beer is probably in your local grocery aisle, or even at the bar.

66% of global consumers are actively trying to reduce or avoid alcohol consumption
Source: Nielsen survey

Brands who are making the moves

As shown in the Exhibit 2 below – The shift toward zero-alcohol options isn’t just a trend among smaller, indie brands, some of the world’s most recognized beer companies are going all-in on the non-alcoholic scene.

 Heineken 0.0, for instance, has established itself as a major player, holding a solid 15% of the market share. Corona Cero isn’t far behind, capturing an impressive 19% slice of the market, signaling its strong presence. In the U.S., Budweiser Zero and Athletic Brewing Co. are making waves with robust numbers, showing that even traditionally alcohol-centric brands are gaining traction in the zero-alcohol space. 

Meanwhile, Peroni Libera 0.0 plays a strategic role in Asahi’s ambitious target of making 20% of its portfolio non-alcoholic by 2030. Over in Europe, Beck’s Blue has claimed 8% of the market, underscoring its popularity and the broad appeal of this category.

With such heavyweight brands behind the zero-alcohol movement, it’s clear that they’re betting on its staying power in the long term.

Final sip… sipppp: non-alcoholic beer isn’t going anywhere

So, whether you’re sober-curious, trying out Dry January, or just looking to sip without the buzz, non-alcoholic beer has a lot to offer.

Next time you’re out, why not give it a go? You might just find a new favourite drink. Cheers to the new age of beer!

Non-alcoholic beer is just one piece of a bigger trend: mindful drinking, where wellness and social vibes collide.

Want to stay in the loop? Stick around, each month, we’re breaking down new trends and spotlighting the major players shaking up different markets.