NA-h or Yeah?

The non-alcoholic beverage sector has become too big to remain an afterthought for craft brewers. The consumers have spoken and their voices have been heard as evidenced by what we are seeing hit the shelves in both the alcohol and non-alcohol (NA) categories.

Here are the facts:

• The global market for NA drinks is expected to grow to $30 billion by 2025 according to Global Market Insights

• Between 2021 and 2022, the U.S. non-alcoholic drinks category grew by more than 20% to ~$330M, with NA beer representing over 85% of that annual growth

• A survey from Drizly found that 23% of Gen Z and 24% of millennial drinkers reported drinking NA beer, wine or spirts often. Drizly’s own data backs these statistics up; the NA category on their site now represents one of the fastest growing sectors on their platform

The younger drinking generation still wants to enjoy their alcoholic beverages but sometimes they want the taste and flavors they love sans ABV. There has been a generational shift to more mindful consumption. A spokesperson from the Adult Non-Alcoholic Beverage Association (ANBA) noted that “There’s been a sea of change in how much people want to be more mindful from a lifestyle standpoint, healthier and happier […] an entire cultural shift in how people view alcohol and how it fits in their life.”

So now that the NA trend has been established and is quite clearly here to stay, the question to craft beverage producers is: do you expand your portfolio to include a unique and inspiring NA option that is true to your brand?

The techniques have come a long way from the early days of NA production, so what method works best for your facility, your budget, and who you are as a craft brewery? Let’s answer those questions together.