Domestic sales of nonalcoholic beer continue to grow, reports The Wall Street Journal, citing improved taste and quality, and generational shifts in drinking as reasons for its rapid growth.
U.S. sales of nonalcoholic beer were up 32 percent in the 52 weeks ending September 9 compared to the year before, averaging a 31 percent growth over the last four years, according to research from data insights firm NielsenIQ. This has helped counterbalance the fact that drinking rates of alcoholic beverages among younger generations have been declining, according to the report.
The marketing tactics of beer makers have also boosted growth.
“Some suppliers have gotten smart and said 'hey, somebody wants to feel like they are still part of the drinking occasion with a non-alcohol beer, a non-alcohol wine, or even a non-alcohol cocktail.' Those products really allow for that,” says Kaleigh Theriault, managing director of beverage alcohol thought leadership at NielsenIQ.
Many purchasers of nonalcoholic beverages also buy beverages with alcohol, which may indicate that consumers are looking for more responsible drinking occasions.
“These products are for beer lovers, beer drinkers,” says Bruno Cosentino, global VP of marketing at Anheuser-Busch InBev.
Currently, the U.S. is behind Europe in the nonalcoholic trend, as total sales from the sector in 2022 made up for 0.9 percent of total beer sales, compared to 5.8 percent in Western Europe. Full Story (Subscription Required)
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