Why Craft Beer Brands Are Launching Non-Alcoholic Brews
A new wave of non-alcoholic brews is hoping to shift this stigma. And it’s not just the Dry January partakers, the sober or the designated drivers that are cracking open these cold ones: it’s a new slate of health-minded millennials.
As Brooklyn Brewery geared up for the launch of the brand’s first non-alcoholic option this winter, they “found there is a fundamental shift in consumer drinking habits and consumer behavior,” says Brooklyn Brewery president Robin Ottaway.
Their research found 52% percent of beer drinkers are making a conscious effort to cut back their drinking, citing a desire for a “healthier lifestyle” as the reason for doing so. “Especially within younger generations,” explains Ottaway, “Whether they’re thinking more about their health, or whether they don’t have the same preconceptions about NA beverages that older generations had, drinkers want more beverage options.”
Broader industry research has found that non-alcoholic beer sales are expected to pass $25 billion in the next five years. Brands big and small are catching on, crafting beers for the sober-curious. (Maxim)
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