Discover Why Nonnalcoholic Beer is Set to Become the World’s Second-Largest Beer Category!

Justin Brown made a switch last winter, trying his first nonalcoholic beer. He spotted Athletic Brewing Company’s six-pack at a grocery store in Salt Lake City and decided to give it a go. At 37, this active dad enjoys rock climbing and trail running, but he’s also becoming more health-conscious as he ages. The nonalcoholic beer’s low calorie count—only 45 per can—attracted him, along with the opportunity to enjoy beer without feeling the effects of alcohol.

“I still love my craft beers, but nonalcoholic ones are now part of my routine,” Brown shared. He feels this choice is important for his health and family. “As a millennial, I want to stay fit and healthy, and nonalcoholic beer fits perfectly into that lifestyle.”

This shift toward nonalcoholic options isn’t just personal; it’s becoming a global trend. According to IWSR, a beverage industry analysis firm, the volume of nonalcoholic beer soared by 9% in 2024, even as alcohol sales dipped by 1%. Nonalcoholic beer is expected to surpass ale as the second-largest beer category, coming in right behind lagers.

Marten Lodewijks, President of IWSR U.S., noted the surprising resilience of nonalcoholic beer sales. “I thought growth might slow down with the overall decline in alcohol. But it’s thriving,” he stated.

Sales statistics reveal nonalcoholic beer in the U.S. grew by 175% from 2019 to 2024, moving the U.S. from the sixth to the third-largest market for this category. Major brands are responding to this trend, with research showing a near-universal interest in reduced alcohol consumption. For instance, a recent survey found that nearly half of Americans plan to cut back on drinking by 2025.

Experts attribute this rise to a combination of health concerns and changing social perceptions of nonalcoholic drinks. Dr. Vivek Murthy, a former U.S. Surgeon General, emphasized the link between alcohol and cancer risk in a recent advisory. Meanwhile, market trends indicate that brands are broadening their appeal, attracting a variety of consumers.

Dave Williams, a VP at Bump Williams Consulting, mentioned that nonalcoholic beers are no longer seen as just for those who can’t drink. “There’s a new wave of drinkers who enjoy nonalcoholic options without any stigma,” he said. This change means people can enjoy social settings without the alcohol, whether it’s at work or public events.

Overall, there’s also a broader variety of nonalcoholic beers available now, making it easier for consumers to find flavors they enjoy. Glen Fox, a brewing expert at UC Davis, noted that modern brewing techniques have significantly improved the taste of these drinks compared to the past. “Nonalcoholic beers today are flavorful and enjoyable, unlike those from decades ago,” he explained.

However, Fox did have a caution: “If you’re opting for nonalcoholic beer, it’s safer to choose canned or bottled versions. Draft options can spoil more easily due to lower alcohol levels, which usually help preserve the beer.”

In summary, nonalcoholic beer is forging its way into mainstream markets, thanks to changing consumer habits and health awareness. With the right choices, people like Justin Brown are proving you can enjoy good flavors without alcohol’s side effects.

For more information about this trend, you can check out IWSR’s findings and other health reports like those from the CDC.



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Nonalcoholic beer, Justin Brown, craft beer, Athletic Brewing Company, global volume