Major Brands Are All In
In just the last five years, nearly every major beer company has launched a non-alcoholic line. Guinness, Budweiser, and Heineken have all rolled out well-received zero-proof versions. The rise of Athletic Brewing, now the top-selling non-alcoholic beer brand in the U.S., has proven that consumers are eager for premium, craft-style options. Athletic has grown its market share from 4% in 2020 to 17% in 2023, edging out global giants like Heineken 0.0 and Bud Zero.
The Numbers Tell the Story
While total global beer volume dipped by about 1% in 2024, non-alcoholic beer grew by 9%—a trend that’s expected to continue, with IWSR projecting 8% annual growth for the category through 2029. In contrast, ale is expected to decline by 2% annually during the same period. In dollar terms, non-alcoholic beer sales surpassed $17 billion globally in 2023, with strong markets in Germany, Spain, and Japan. Even in the U.S., where adoption has lagged, the momentum is building rapidly.
