No hangover? No problem: The rise and rise of non-alcoholic beer

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Non-alcoholic beer has been projected to overtake ale as the second largest beer category worldwide behind larger.

Who exactly drinks non-alcoholic beers?

While several generations of staunch stout drinkers exist in pubs across the land, there is more and more demand for non-alcohol and low-alcohol products. This demand is generally coming from new millennials (zillennials) who were born between 1992 and 1998.

Often cited, according to research by IWSR, a beer industry gauge, is moderation of alcohol intake and outright abstaining from alcohol. Buzzwords in the research are “sober curious” and “damp lifestyle”. Whatever it is, alcoholic ales seem to be making way for non-alcohol products instead. Just now, I have wine with alcohol removed, beer and non-alcohol empties in the house. This seems to be reflective of the shifts and new trends when it comes to drinking.

How is the rise of non-alcoholic beer manifesting itself?

Returning to the research, non-alcohol beverages displayed strong growth in 2024: up 9% worldwide. Based on the IWSR’s projections we can expect this to continue with a position of second place for non-alcoholic beer behind larger in 2025.

What is the benefit of drinking less alcohol?

For me, the key benefit is the lack of hangovers that comes from drinking non-alcoholic beer. The effects tend to get worse over time and I have been having bad hangovers that last longer than a day when I drink alcohol. With non-alcoholic substitutes being sold on-trade and in retail environments coupled with the proliferation of non-alcoholic products now available it has been easy to switch.  

If you have any observations, please do comment below.

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