Popularity of news on medicine as well as active discussion of coronavirus in the social networks result in anxiety as to one’s fitness facing the possible disease. Or a combination of both. Non-alcoholic beer sales help Heineken to strongest growth in a decade. He and Hockey estimate Surreal could “easily” produce 10,000 BBLs of beer in 2020. Alcohol Free Mixed Beer Case Non Alcoholic Beer Gift Set 12 Pack with Glass (Erdinger, Brewdog, Jever, Jupiler, Schneider Weisse, Maisel's Weisse) 4.7 out of 5 stars 232 £34.95 £ 34 . For scale: O’Doul’s’ dollar sales in 2018 put it at the same size as Longmont, Colorado’s Oskar Blues Brewery. Generally, lowest calorie beer is also low in ABV (Alcohol By Volume). This question hints at a larger issue: how to predict NA beer’s growth. When we grabbed coffee earlier this week, Shufelt opened his laptop to show me the list of stories from the end of last year. You may opt-out by. According to Nielsen, year-to-date sales of non-alcoholic beer through January 18, 2020, were up 39% versus the same time period last year. The brewery struggled to keep up with demand for its beers last year, with the pair calling 2019 an “epic” year for their company. Despite congratulatory headlines, new products, and renewed marketing pushes for non-alcoholic beer, 2019 saw only small gains in the category. I previously spent nearly a decade as the driving force, I am a business writer covering emerging products, trends, and M&A in the U.S. beer and beverage industries. This statistic represents the sales value of non-alcoholic beers consumed in drinking establishments in France between 2013 and 2022. “Honestly the beer world does an incredible job reaching those occasions [when you’d want to drink alcohol] … I just think we’re just not pulling from the same crowds even. According to Nielsen, year-to-date sales of non-alcoholic beer through January 18, 2020, were up 39% versus the same time period last year. Heineken, which has Heineken 0.0, revealed at its 2019 half year results this week that low and no alcohol sales volumes had increased by a "high-single digit", delivering 6.9 million hectolitres (2018: 6.3 million). That figure would also put Athletic’s total production on par with Busch NA’s sales in the U.S. (Small breweries producing non-alcoholic beer are quick to point out that most of their sales are not IRI-tracked and come from natural grocery, ecommerce, and direct-to-consumer sales.). The Dutch brewing giant said it had rolled out its Heineken 0.0 brand to 57 countries as it reported annual results. Non-alcoholic beer has some advantages in its corner, the “wellness movement” being one of them. Non-Alcoholic beers are nothing, but, lagers or ales that have less or no alcohol content. 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And according to Mintel, social media mentions of ‘Dry January’ increased 89% from 2018 to 2019, and 1,083% between 2015 and 2019. But there’s a ways to go before most bars begin carrying NA beer on tap, for example, or friends show up with 0% alcohol six-packs to tailgates, or restaurants offer it alongside standard beer and wine. The global non-alcoholic beer market has been segmented based on product type, category, distribution channel, and region. According to Nielsen, sales of domestic beer slipped 4.6% between October 2018 and October 2019 while the global NA beer market is … $8.94 - $11.54. Beck's Non-Alcoholic. For its part, IWSR reported that … “It’s not just St. Pauli Girl or Beck’s. According to Shufelt, Athletic Brewing grew its revenue tenfold in 2019, in part because of explosive e-commerce sales. Regardless of the size of the segment, Shufelt will still compile his list of links for investors every month. The entire U.S. booze business, for all intents and purposes, is propped up by 20% of American adults who collectively consume upwards of 90 drinkers per week. $74.95 $ 74. Alcohol-free beer sales have risen by a quarter over the past year, with the annual consumption of alcohol-free beer rising by 27% from 2017, according to market research company Nielsen. We could be their weeknight beer, their day drinking beer, or their golfing beer. And while you may be inclined to offer up an excuse — “I’ve got a big meeting tomorrow.” “I’m training for a marathon.” “I have to drive, asshole.” — you shouldn’t give in. According to a survey by the Irish Brewers Association last year, 57% of respondents wanted to have more non-alcoholic beer options available on menus or at bars throughout Ireland. Almost all in-store growth for non-alcoholic beer this past year came from just one brand: Heineken 0.0, which had $50 million of marketing support in 2019, its first year in the U.S. market, and is literally giving away its product for free as part of a “Dry January” marketing effort. Some people might not quit drinking, but they are mindfully drinking.”, Google search trends for 'non-alcoholic beer' over the last decade. $9.49 - $11.99. Furthermore, would significant growth in NA beers come at the expense of craft beer, macro beer, soda, or other non-alcoholic beverages like kombucha and seltzer? This is because it's the most common non-alcoholic beer in grocery stores, and to a point, was made as a crutch for people who were looking to quit drinking while maintaining the illusion of drinking. “I know how much growth there is in the low end of the segment.”. And despite non-alcoholic beverages’ moment in the zeitgeist, higher-alcohol craft beers are growing at a stronger pace than lower-alcohol craft beers. Low- and no … And then he scrolled to the January list, which was easily three times longer. Meanwhile, IRI recently said off-premise dollar sales of non-alcoholic beer grew more than 23%, to $132 million, in 2019. Non-alcoholic beer also has looser regulations compared to its alcoholic counterpart. Now, here are some interesting facts. I previously spent nearly a decade as the driving force behind Brewbound, a leading online beer business trade publication. 95 (£69.90/l) “I can’t imagine it being that kind of percentage of the overall U.S. market, but it’s so small right now that if it got to 2%, that’s still significant.”. Bullish NA beer brewers—Shufelt among them—like to point to Germany and Spain, where NA beers make up 6.5% and 12% of the beer market, respectively. “We are not a soapbox company at all,” explains Shufelt. There were dozens of links. A Gallup poll shows 65% of Americans say they have occasion to drink alcohol, a percentage that’s remained largely steady for years. “Is that [percentage of market share] going to happen in the U.S.? I also serve as the editor-in-chief of THCnet, a cannabis industry news site, and deliver insights to brewery owners across the country via my quarterly “Brewing Consult” report. One of the brands Gutierrez was eager to carry was non-alcoholic brewery WellBeing, which launched two years ago. But are these advantages enough for non-alcoholic beer to overcome decades of stigma? It’s everybody, not just people who have stopped drinking.”. The question is how far non-alcoholic breweries’ optimism should extend. “We’ve never opened up on that category before, so it’s exciting to redo the shelves. Being everyone’s third beer or Tuesday night beer or Saturday afternoon beer … you’re reaching an audience that’s bigger. (In the U.K., a reported 4.2 million people participated in Alcohol Change UK’s official Dry January initiative last year.) “They are purchasers who don’t just buy one six-pack or one 12-pack. Every time you pop a non-alcoholic beer into your shopping cart or enjoy one of our alcohol-free wines or spirits this December you’ll be helping out a worthwhile Australian charity. That capacity is intended to let us grow for the next three to five years,” Shufelt says. Sales of low and non-alcoholic beer increased by 60% In Ireland between 2017 and 2018. “We are trying to fit in where people are drinking iced tea or soda water,’ he said. Craft beers with less than 5% alcohol by volume actually saw a sales decline at IRI-tracked stores over a 30-week period ending in June, whereas craft beers with ABVs above 7% grew by 10.5% during the same time period. In the United States, beverages containing less than 0.5% alcohol by volume (ABV) were legally called non-alcoholic, according to the now-defunct Volstead Act. We carry more than grocery [stores].”. People react to it by self-limiting and challenges, a form of communication where they show their approach to lifestyle, diet, keeping away from harmful … There are a lot of occasions the beer world is missing, and we are addressing the 50% of adults who don’t drink.”. Considering all of those statistics, the shift toward sobriety would appear to be a trend that is poised to stretch beyond just the first month of every year. However, beyond the traditional retail channels that IRI tracks, the category has continued to diversify, thanks to startups like the Connecticut-based non-alcoholic brewery Athletic Brewing Company. “I am running some NAs right now up at the register; that’ll repeat all the way through [the] Super Bowl, and I’m also running a whole endcap for all NA—if I can keep them in stock,” says Amy Gutierrez, BevMo’s category manager for beer. Heineken 0.0’s 2019 sales are on pace to total about $23.4 million by year’s end, equivalent to the Abita Brewing family of beers. Smaller breweries who got in early had nowhere to go but up—and fast. Clausthaler Santa Clausthaler Non-Alcoholic Beer. Meanwhile, this month’s online sales are up about 480% versus last January. WellBeing saw its IRI-tracked sales double from 2018 to 2019, to roughly 600 BBLs. Nor is slowing growth for craft breweries. Businesses, Less Is More? Non-alcoholic beer market exceeded USD 9.5 billion in 2019 and is estimated to register over 7.5% CAGR between 2020 and 2026, owing to rising awareness regarding health & safety and religious beliefs forbidding alcoholic consumption. “We were growing at a nice clip when we had some production issue in July and August, that put us back a bit. She says she’s struggled to keep enough of those products in stock, and because most BevMos shelve non-alcoholic beers with gluten-free beers and ciders, she’s reduced some of those slower-moving SKUs to make room. Opinions expressed by Forbes Contributors are their own. They buy entire cases.”. Not only do direct sales keep all profits in a brewery’s hands, they give breweries crucial customer data that can help guide distribution decisions. Brewers of traditional beer like Heineken now have horses in the race. The growth of non-alcoholic beers show no sign of slowing down as brewers report high increases in demand. Non alcoholic beer, in particular, earned supermarkets an £7.6 million over the festive season. Established brands largely struggled to gain traction despite plenty of attention for the category. No Respect for Christopher Wallace — Australian Regulator Rules Carrie Fisher is Way Hotter than Biggie Smalls, The Sky Isn’t Falling — Despite Trade Groups’ Dire Predictions, Failure to Renew Brewery Tax Breaks Won’t ‘Unravel’ U.S. Bill Shufelt keeps a running list of articles that mention non-alcoholic beer and “Dry January.”. Drizly . Just the news that interests us. But it’s the smaller craft breweries that are attracting new customers and fueling excitement in the NA category, Gutierrez says. Taken together, these figures could be seen as support for the so-called “sober curious” trend, in which people who generally drink alcohol consciously abstain from it for periods of time. It’s not certain that non-alcoholic beers are drinkers’ only “better-for-you” options, though. More Buying Choices $64.95 (3 new offers) Coors Non-Alcoholic Beer 12 oz -- 12 Pack of CANS. IRI-tracked dollar sales for longstanding NA brands—O’Doul’s (-7.5%), Coors Non-Alcoholic (-5.8%), and Old Milwaukee NA (-9%)—fell in 2019, after posting losses in 2018 as well. And there are great occasions for eating meat, but people also love to not eat meat. That growth is attributable either to strong, previously unaddressed consumer demand for better non-alcoholic beer—or to the fact that the segment is so relatively small that modest growth seems magnified. According to market research firm Nielsen, 21% of U.S. drinkers participated in Dry January in 2019. Take a look below, and if you want more of our editor-sourced products and reviews, sign up for HuffPost’s sales and deals newsletter. Athletic Brewing Company Run Wild Non-Alcoholic IPA. Sold out. “We have such a strong ecommerce data set, so when we do move into distribution we can provide good, confident information,” Athletic’s Bill Shufelt says. Similarly, Stevens pointed to recovering alcoholics, pregnant women, and other would-be beer drinkers who have — until recently — replaced their alcohol occasions with soda or other non-alcoholic beverages. “I have never seen a movement like this, where everyone is thoughtfully exploring their relationship with alcohol. All Rights Reserved, This is a BETA experience. I think we’re definitely ahead of the curve. 2. (That brewery produces its Pumpkin Ale, a popular seasonal, in the summer, at the same time WellBeing was trying to push production. She points to breweries like Surreal Brewing, WellBeing Brewing, Bravus Brewing Company, and Two Roots Brewing Company—whose alcoholic beer the chain doesn’t carry—as having some of the most in-demand NA brands. Though O'Doul's has a pretty cruddy reputation, it does taste a lot like beer that would have alcohol in it — and also tends to have a nice, bready smell to it. Shufelt prefers to think outside the world of beverages entirely. “It is a time where people are really receptive to brands like ours.”. St Pauli Non-Alcoholic Beer. Quality Over Quantity. These are usually meant for youngsters below 21 years of age. Non-Alcoholic Beer Variety Pack, Beck's, Bitburger, Buckler, Clausthaler Premium and Amber, Coors, St. Pauli Girl, Einbecker, Erdinger, Kaliber, O'Doul's Premium and Amber (Case Of 12) 4.1 out of 5 stars 33. Last summer, non-alcoholic beer sales were up 58% on the previous year, Kantar stats show. But whether the category will see the explosive growth that so many headlines predict remains an open question. Both Stevens and Shufelt believe their products are creating new sales opportunities, and not converting beer drinkers into teetotalers. And 2019’s numbers mostly bear that out: Athletic saw exponential volume growth in IRI-tracked stores since launching distribution in June 2018. The beer industry is predicting this summer will see the biggest sales of non-alcoholic beer in Australian history. Cheers to non-alcoholic beers! That puts it on par with the annual production size of an average Brewers Association-defined craft brewery. Shufelt says a combination of expanding its own facilities and contract brewing in 2020 would give Athletic capacity to produce over 100,000 BBLs of beer. Segmentation. Those displays have rolled out across all BevMo’s 145 California locations. But BevMo customers don’t appear fazed; the chain has doubled the number of non-alcoholic beer brands in stores since the beginning of its fiscal year in February. Asahi and AB InBev have bet big on global markets for their non-alcoholic brands, with the latter estimating that low- and non-alcoholic offerings will make up 20% of its worldwide volume by the close of 2025. That’s because Dry January – a 31-day sobriety challenge that began as a public health campaign in the United Kingdom about seven years ago – has become a badge of honor for American influencers and imbibers alike. I’m also a marathon runner and a huge fan of Taco Tuesday. For the record, I’m not one of those eight, but I’ve always been intrigued by the idea that most Americans aren’t consuming much alcohol throughout the year. Athletic hopes to expand its brewing capacity tenfold, to 100,000 barrels of production, in 2020, which would make it roughly the size of Anheuser-Busch InBev-owned 10 Barrel Brewing Company. Shufelt brushes those concerns aside. Non-alcoholic beer represents a minuscule sliver of the overall American beer market, and holds just .37% of total beer dollar sales in grocery, convenience, liquor, and other chain stores tracked by market research company IRI. We’re just trying to keep place with the growth of the market this year,” says Stevens, who contract brews his beers at O’Fallon Brewery in Maryland Heights, Missouri. This nonalcoholic American beer uses organic malts to create the ultimate sessionable IPA. Because of its very low alcohol content, non-alcoholic beer may be legally sold to people under age 21 in many American states. That data, albeit troubling, comes from a 2014 Washington Post article citing research by Philip J. Cook, author of "Paying the Tab: The Costs and Benefits of Alcohol Control.”, So, if the majority of Americans aren’t consuming much alcohol, why then do we keep hearing about a so-called “sober-curious” movement and the growing interest in all-or-nothing abstinence efforts like Dry January or “Sober October?”, “More so than ever before, people are examining their relationship with alcohol,” said Jeff Stevens, founder of Wellbeing Brewing, another non-alcoholic craft beer company that is based in Missouri. As a result, alcohol-free beer is the fastest-growing trend in the drinks market. Whatever the prospects for NA beer in America, the curtain is closing on a year that was, to many, a bellwether. Moreover, with better technology and experimentation of ingredients, non … To learn more about Brewing Consult, please visit www.brewingconsult.com, © 2021 Forbes Media LLC. Since 2001, the average per adult alcohol consumption has fallen by 23.2% in Ireland according to a recently published report by the Central Statistics Office (CSO). Sales of lower strength beer (between 0.5% and 3.5% ABV) rose by 16% at the same time, research from The Times newspaper claims. The extraordinary rise of hard seltzers, Michelob Ultra, and the recent proliferation of 100-calorie beers capitalize by straddling the line: they contain alcohol, but are perceived as more virtuous choices. Trending NA Wine Shop Now. In addition to this, the increasing interest of consumers in health and alcohol abuse issues motivates breweries to expand the assortment of products with low alcohol content. Much of the growth in non-alcoholic sales at BevMo has come from Heineken 0.0, which, as the category leader for BevMo, sells twice as much as the next-highest brand. Paulaner NA Radler. Sales increased by 65% from 2017 to 2018, and overall alcohol consumption has declined by about 24% since 2001. Heineken, the company, owns more than just Heineken the beer and the company saw surging sales of low- and no-alcohol beer across its portfolio. If you also consider that 30% of the country doesn’t drink, and that another 30% of American adults consume less than one drink per week, it’s probably safe to assume that as many as eight-in-ten people you encounter throughout the month of January are remaining (mostly) sober. But non-alcoholic beer displays at major alcohol retailer BevMo? — Non-Alcoholic Beer Sales Flat In 2019, With Important Exceptions. Bravus Brewing Amber Ale Non-Alcoholic. New brands are the category’s life force—but will they drive growth, or cannibalize an already-small slice of the market? The way smaller non-alcoholic beer breweries see it, legacy brands’ lagging sales aren’t much cause for concern. To keep things on the healthier side, … The company’s e-commerce business will likely grow more than 50% between December, 2019, and January, 2020. Its cofounder Bill Shufelt says 2019 was “proof of concept” for the brewery, which will produce roughly 12,000 BBLs of beer this year. Only 7 left in stock - order soon. Non-alcoholic beers offer great flavor—whether you're a wheat beer, pilsner, or IPA lover—but zero booze. Endcap and register displays for non-alcoholic beers might seem a logical fit for natural grocery stores catering to customers’ Dry January resolutions, something 20% of Americans plan to participate in. Heineken 0.0’s 2019 sales are on pace to total about $23.4 million by year’s end, equivalent to the Abita Brewing family of … Meanwhile, IRI recently said off … The ABV above 4.20% categorizes the beer brew as regular and legal for adults only. Anheuser-Busch itself is just beginning to expand its alcohol-free product range, with a goal of eventually getting 20 percent of its sales come from NA beers, Warrington said. But have all those searches and social posts translated to increased sales, particularly during the month of January when more people are moderating their alcohol intake? 95 ($74.95/Count) FREE Shipping. These are truly crafted beers with new flavors and I think that’s really what [customers] love,” Gutierrez says. Regular product innovation and rapid industrialization in emerging economies are expected to fuel the sales of non-alcoholic beer across regions. Gutierrez laughs a little, acknowledging the contradiction in an alcohol warehouse pushing non-alcoholic options. Category leaders Busch and O’Doul’s are on pace to sell about 1,200 and 9,400 fewer BBLs’ worth of beer in stores, respectively, in 2019 compared to last year. $7.99 - $10.99. Take a look: 1. Sparkling Christmas Wine Box - 4x750mL $54.99 Add to Cart Sold out. “It’s not just about 2019, but the future of the beer category,” Katharine Preville, the lead brand manager for Heineken 0.0, told Brewbound. BWS says sales of non-alcoholic beers at its outlets have risen 60% since July. My analysis of beer industry trends has been referenced by The New York Times, CNBC, USA Today, and The Boston Globe, and I’m frequently asked to present at beer industry. During peak holiday booze season in the U.S.? More Info . Heineken’s investment in 0.0 has, at least in the short term, paid off. Global Non-Alcoholic Beer Sales Market Report 2018 by Manufacturer, Region, Type and Application has complete details about market of industry, analysis and current trends. That would be mind-boggling,” WellBeing’s Stevens says. Surreal Brewing was launched in 2018 by husband-and-wife team Tammer Zein-El-Abedein and Donna Hockey after Hockey was diagnosed with breast cancer and stopped drinking alcohol. Despite its recent growth, the non-alcoholic beer segment remains a very small percentage of overall beer sales, representing 0.5% of category dollars through the first three weeks of January, according to Nielsen (the entire non-alcoholic beverage category is worth about $7 billion). Find it starting at $10 on Drizly. Brewdog Nanny State. “We went from just this sort of wide-eyed expectation of, ‘Gee, I hope people like it’ in 2018 to literally having to pump the brakes quite a number of times throughout 2019,” Zein-El-Abedein says. Karbach Free & Easy Non-Alcoholic Beer. That competition for brewing time, combined with a small mechanical issue, caused the summertime blip in production.) “It definitely is our goal to grow that space,” she says. Of course, any product would like to count “everyone” among its audience. Beck's Non-Alcoholic Beer - 6pk - 12oz Btls | Curbside Pickup offered in the majority of stores "All the good taste...But Becks is less expensive...I have tried all the NA beers on the market and this is one of the best...I sometimes order 8+ cases of beer and loading it for me is a PLUS" Learn More. Non-alcoholic “Flat Tire” is a 0.5% ABV version of the higher-strength lager of the same name. Connecticut's Athletic Brewing makes craft non-alcoholic beer. So, the sales of non-alcoholic beer are in the first place dependent on customers’ behavior. You can find me on social media (@FurnRuns) and on my website: www.cfurnari.com. As people looked at sugary sodas, they’re like, ‘I don’t like to drink that anymore but this coconut water makes me feel really good,’ or ‘This seltzer is so light and tasty.’ Any of those seem like clear parallels [to NA beer].”. Brewers and retailers of non-alcoholic beer can sell those products directly to consumers online; Athletic estimates it sells 35-50% of its beer online, and WellBeing has its own Amazon store. “The bulk of our drinkers are finding new occasions. Our growth is going to come from non-beer occasions so that doesn’t much bother me,” he says. The growth of non-alcoholic beer market is majorly driven by the increase in the consumption of non-alcohol beer and preference of a healthier lifestyle. Among the top five largest brands, only newcomer Heineken 0.0 showed positive sales growth following its nationwide launch in January. Brewers Association chief economist recently acknowledged the growth of non-alcoholic beer in a tweet, but said it “isn’t going to be huge anytime soon.”. Others are cautious about the European analogy, citing different regulatory, taxation, and cultural considerations that have made European countries’ drinking habits dramatically different from those in the U.S. for generations. “I think people definitely want to take a break from alcohol and focus on their goals,” he said of the Dry January surge. Non-alcoholic beer dollar sales also grew more than 23% in 2019, according to IRI, while import beer dollar sales increased 6.1%. “Something that’s a really easy parallel would almost be like a Beyond Meat,” he says. White Christmas Wine Box - 4x750mL $54.99 Add to Cart Gift Ideas. BevMo’s Gutierrez says younger customers who came of legal drinking age alongside a kaleidoscopic craft beer market have especially been excited about non-alcoholic options like Bravus’ raspberry Gose, Oatmeal Stout, and IPA. Certainly, 2019 proved growth is possible for non-alcoholic breweries who started small. I am a business writer covering emerging products, trends, and M&A in the U.S. beer and beverage industries. “We’re really building [sales] where people are excited about Athletic and where our ecommerce data is strong.”. Its cofounder Jeff Stevens declined to give overall production numbers, but said November and December 2019 should be the company’s best sales months yet. Drizly. “We saw this trend coming a couple of years ago,” BWS head of beer Sid Ajala told The Age and The Sydney Morning Herald. Coors N.A. That figure would put Athletic’s total production on par with Busch’s non-alcoholic sales in the U.S. “We're just going to expand at our own pace, build deep relationships with our distribution partners and community, and expand thoughtfully. For his part, Stevens said he’s seen increased interest from wholesalers and retailers who want to capitalize on the Dry January momentum. And January, 2020 ” explains Shufelt alcohol for the better ]. ” no alcohol,... 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