So how much more room for growth, exactly, remains for these beers? “2021 promises to be even bigger, as Covid woes continue to amplify those trends and more people become aware that no-alcohol doesn’t have to mean no-flavor and no fun.” “2020 was a breakout year for the NA (nonalcoholic) category, with multiple trends (sober curious, healthy living, doing more) converging to drive 38% growth overall, and triple-digit growth within craft NA’s,” says Brooklyn Brewery CEO Eric Ottaway. Consumer interest should only accelerate in 2021. The result was robust sales for these beers last year. “Non-alcoholic craft beers can offer drinkers a different type of refreshment for occasions where alcoholic craft beers might not hit the spot, while allowing them to stay true to their lifestyle choices.” “Today’s consumer, especially those Millennial drinkers, are much more focused on wellness,” says Dogfish Head Founder and CEO Sam Calagione. “That’s the same reason why, I think, we are going to see more, younger drinkers turning to non-alcoholic beers,” he adds. “They seek to lead active, well-balanced lifestyles that include both exercise and indulgence, and they are looking for products that fit into and reflect that lifestyle choice: low-calorie beers, non-alcoholic beers, hard seltzers and more.” “Today’s consumer, especially those Millennial drinkers, are much more focused on wellness,” Calagione says. After all, the “ healthier for you” trend has permeated most food and beverage categories. “Drinkers are reaching for AF options because they are sick of hangovers, want to be mindful of their consumption or be more health-conscious - the list goes on.”ĭogfish Head Founder and CEO Sam Calagione agrees that the health-conscious aspect is key. “The demographic for AF beers is wide,” Block says. We think that closing the gap between ‘regular’ and AF options is a big reason why AF beers are gaining popularity.”Īnother question is: Who drinks these beers?
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You can crack open a Nanny State or Punk AF and taste all the positive characteristics of a beer, but without the alcohol. “As a brewery that wants to make people passionate about craft beer - with and without alcohol - we made a point to offer some of the best AF beers on the market to change that perspective. “AF (alcohol-free) beers didn’t always have a good rep,” says Jason Block, CEO of BrewDog USA.
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In years past, these beverages tasted watery, lacking full flavors of beer. Not until recently, however, did it explode into the mainstream. The trend of lower- or no-ABV beers has been in the works for years. “If we can prove over the period of a year-and-a-half, or longer, that there aren’t huge safety issues, then maybe we can make these things permanent.” Low-ABV, Non-ABV Beers “It’s on us as brewers and retailers to utilize our rights and do these things safely,” Hendler says. Not when so many consumers have grown accustomed to this modern way of shopping.īut will state governments still allow these additional business avenues? Will special allowances permitted for the pandemic - curbside, DTC, cocktails-to-go - remain after the health crisis ends? “But I do think we’re going to see the ecommerce bit stick around significantly.”Īfter the pandemic subsides, it’s unlikely that current ecommerce trends will suddenly reverse. “Even if the ecommerce options only see a small number of users stick around after the pandemic, that that will still make a meaningful impact,” he adds. In the first eight weeks of Covid-19, we saw decades worth of ecommerce adaptation in the industry.” Anything that helps brewers connect directly with their consumers - even the breweries’ own websites. “Especially platforms that are more retail-specific, like Drizly and Oznr. “Ecommerce has been hugely important,” he says. “Online, drive-through, curbside, beer gardens in parking lots, direct shipping.”Īgreeing with Hendler is Trace Smith, CEO of Next Glass, which owns Untappd, BeerAdvocate, Oznr and Hop Culture. Nobody had a plan for a global pandemic.” “The biggest story for 2021 will be creating ways for access to market,” says Sam Hendler, co-founder of Jack’s Abby Craft Lagers. “You saw a lot of cool things in craft beer as people adapted to the new environment,” he adds.
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