In a world where mindful consumption is on the rise, non-alcoholic beer is quickly carving out a major niche. Once relegated to dusty corners of the beverage aisle, non-alcoholic beer is now one of the fastest-growing segments in the global beer market.
According to the beverage analytics company IWSR, it’s projected that non-alcoholic beer will soon overtake ale as the second-largest beer category by volume worldwide—trailing only lager, which still holds a commanding 92% market share.
So, why is non-alcoholic beer starting to outsell some regular beers? The answer lies in a combination of shifting consumer habits, improved product quality, and increased investment by major beer brands.
The Shift in Drinking Culture
Younger generations—especially millennials and Gen Z—are drinking less alcohol than their predecessors. Terms like “sober curious” and “damp lifestyle” have entered the mainstream, reflecting a cultural shift toward moderation without total abstinence. This change is fueling demand for beverages that offer the social and sensory experience of beer, without the buzz.
Improved Taste and Quality
Non-alcoholic beer used to have a reputation for tasting… off. But that’s no longer the case. Industry experts like Kaleigh Theriault from NielsenIQ note that today’s zero-proof brews often match their alcoholic counterparts in flavor. In blind taste tests, even seasoned professionals struggle to tell the difference.
Craft brewers and major brands alike have stepped up their game. What was once a niche dominated by legacy labels like O’Doul’s has exploded into a diverse category filled with flavorful IPAs, stouts, lagers, and more—all without the alcohol.
Major Brands Are All In
In just the last five years, nearly every major beer company has launched a non-alcoholic line. Guinness, Budweiser, and Heineken have all rolled out well-received zero-proof versions. The rise of Athletic Brewing, now the top-selling non-alcoholic beer brand in the U.S., has proven that consumers are eager for premium, craft-style options. Athletic has grown its market share from 4% in 2020 to 17% in 2023, edging out global giants like Heineken 0.0 and Bud Zero.
The Numbers Tell the Story
While total global beer volume dipped by about 1% in 2024, non-alcoholic beer grew by 9%—a trend that’s expected to continue, with IWSR projecting 8% annual growth for the category through 2029. In contrast, ale is expected to decline by 2% annually during the same period. In dollar terms, non-alcoholic beer sales surpassed $17 billion globally in 2023, with strong markets in Germany, Spain, and Japan. Even in the U.S., where adoption has lagged, the momentum is building rapidly.
A Socially Savvy Option
Non-alcoholic beer offers a discreet way for people to enjoy social situations without the after-effects of alcohol. Whether it’s a work conference or a family gathering, more consumers are reaching for zero-proof beers to keep their wits about them while still enjoying a cold one.
Final Pour
So, how is non-alcoholic beer catching up to regular beer? The short answer: it fits the moment. With cultural shifts toward wellness, better-tasting products, and heavyweight support from major brands, non-alcoholic beer is no longer a compromise—it’s a first choice.
As we look ahead, don’t be surprised if your favorite brewery launches a no-alcohol version—or if it already has. There are tons of great-tasting non-alcoholic beers available that may surprise you.
If you’re interested in exploring non-alcoholic beer options, you can shop for non-alcoholic beers and build your own 12-pack on our NA Beer Market. Or you can sign up for a monthly non-alcoholic beer-of-the-month club to receive a variety pack of great-tasting NA beers each month.
