In the United States, non-alcoholic beverages have often been overlooked due to taste concerns and a perceived lack of demand. However, they may be entering a new phase of popularity. According to IWSR, the reasons for choosing non-alcoholic drinks are diverse. Some consumers enjoy the taste without wanting to feel intoxicated, while others seek low-sugar or low-calorie alternatives. Beer brands, facing declining sales in recent years, have been among the first to explore this market. With 66% of millennials attempting to reduce their alcohol intake, as reported by Nielsen, there is significant potential for ongoing expansion.
In early 2021, Boston Beer announced the launch of Samuel Adams Just the Haze, designed to mimic the flavor of a traditional IPA without the alcohol. This development came after company founder Jim Koch, who had previously stated he would “never brew a nonalcoholic beer,” dedicated two years to research and experimentation. Additionally, in October 2020, Guinness released a non-alcoholic version of its well-known stout in the UK and Ireland, following the introduction of other alcohol-free options like a lager and a malt-based drink. However, the stout, branded as 0.0, has since been recalled due to microbiological contamination, potentially delaying its global rollout.
Budweiser’s first non-alcoholic beer, Budweiser Zero, was launched in July as part of parent company AB InBev’s strategy to ensure that 20% of its global beer sales come from no- and low-alcohol offerings by 2025. While non-alcoholic spirits are gaining popularity in other regions, low-alcohol varieties still dominate the U.S. market, where spirits typically contain over 30% ABV. The IWSR report highlights low-alcohol options from established brands like Diageo’s Smirnoff, which has introduced a Zero Sugar Infusion vodka with fewer calories and 30% ABV, compared to the original Smirnoff vodka at 40% ABV. Pernod Ricard’s Beefeater gin also launched Beefeater Botanics in Canada, featuring a 27.5% ABV, whereas the original boasts a 44% ABV.
Low-alcohol wines are also becoming more popular, despite initial hesitance from consumers compared to no- and low-alcohol beers, adult soft drinks, and mocktails. However, the growth of these beverages presents challenges, such as the perception that no- and low-alcohol drinks are of lower quality than their higher ABV counterparts, according to IWSR. Companies entering this market have adopted various marketing strategies to gain traction. New London Light, a no-alcohol brand, recently launched in the U.S., emphasizing its vegan and allergen-free attributes to attract a growing demographic of plant-based consumers.
Low-alcohol wine brands, including Truett-Hurst’s Cense, Skinny Girl, and FitVine, have positioned themselves as flavorful and healthier alternatives. Additionally, IWSR data suggests that consumer confusion regarding ABV levels may hinder the acceptance of low-alcohol beverages, particularly concerning how much one can consume while remaining under the legal driving limit. However, with no-alcohol offerings, these worries can be alleviated. In discussions about the health benefits of beverages, the comparison of calcium lactate vs calcium citrate has also emerged, highlighting the importance of understanding nutritional content in alignment with lifestyle choices. This topic reflects the broader trend of consumers seeking healthier, mindful drinking options.