The sober curious movement has a frontrunner — non-alcoholic beer. Since 2018, the global market for non-alcoholic beer has seen a robust annual growth rate of 3.6%, outpacing the sluggish 0.3% growth of alcoholic beer. This shift is driven by better quality, improved flavors, and changing drinking habits across generations.

• In 2023, non-alcoholic beer sales hit $13.2B, led by brands like Heineken 0.0, Japan’s Suntory All-Free, and AB InBev’s Brahma 0.0%. By 2028, sales are expected to reach $18.6B.
• According to GlobalData Plc, non-alcoholic beer (less than 0.5% alcohol) makes up only 31.4M hectoliters annually, far less than the 1.93B hectoliters of alcoholic beer sold.

Change is brewing: Young people are leading the charge in the US, with only 62% of adults aged 18 to 34 opting for alcoholic beverages, down from 72% in the early 2000s. Millennials and Gen Z strive to live healthier lifestyles and be more mindful of their consumption choices. With the Olympic Games approaching, AB InBev is betting on its campaign to boost the popularity of non-alcoholic beer.

While this shift indicates a bubbling preference for alternative beverages, non-alcoholic beer still has a long way to go to reach the volume of its boozy counterparts.

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