The business of beverages continues to change and become more inclusive, in a good way.
93% of non-alc buyers also purchase alcohol according to a Nielsen IQ report, proof that NA is an addition, not a substitution. We can safely assume beer lovers (and your customers) are already dabbling in NA beverages. This statistic also tells us that consumers don’t exist in a binary, and crossover purchasing patterns present a huge growth opportunity for brewers.
What’s Driving the Non-Alc Shift
The non-alcoholic beverage space continues to grow rapidly, with “double-digit growth in both sales and volume each year for at least the past four [years],” (Brewers Association) while beer makes up a whopping 87% of these non-alc sales (NIQ). Both Millennials and Gen-Z show generational shifts for more moderation, with drinking habits driven by health concerns, social shifts, and economic factors:
- Health first: low-ABV or alcohol-free options, favoring unique and functional ingredients
- Social moderation: mindful drinking in gatherings and events
- Economic sense: lower cost-per-occasion without sacrificing experience
As consumers expand their ABV palates, a new pattern has emerged: “zebra-striping”, or alternating alcoholic and non-alc beverages during an outing. Zebra-striping moderates and paces drinking, making it easier for mixed social groups to share a round, and could cut back on a hangover or two. And this behavior can also lead to longer stays at the taproom or longer hangouts with friends.
What This Means for Brewers
The next generation is a wide spectrum of sober-curious and dual-consumption drinkers, and there’s windows of opportunity at each level. As both millennials and Gen Z grow more mindful about drinking, they’ve also demonstrated a love for new experiences, ingredients, and are eager to try new things. This makes them ideal participants for new products and pilot batches.
They’re also showing up. Brewery visits will reach a record high in 2026, according to a Brewers Association survey — a very welcome surprise. That matters, because the Beer Institute found that 57% of consumers “would stay longer at a bar or restaurant with a wider NA selection.” The on-premise experience is where NA can win people over.
Visibility is the first step. Craft Beer Professionals advises “positioning [NA] as a genuine part of the brewery’s portfolio rather than an afterthought,” and the numbers support it: 47% of on-premise visitors mix alcoholic and non-alcoholic options on the same occasion (NIQ). Put NA drinks and hop waters on the menu board, in the tap lineup, on the social media feed, and in the staff’s recommendations, right next to everything else you pour.
From there, involve your drinkers. Consumers appreciate breweries that listen to feedback and adapt their recipes, and “involving customers in iterative development of NA beers encourages repeat visits and loyalty.” (Craft Beer Professionals) Some ways to practice this include events, signature serving experiences, and tap takeovers. Products like Euphorics™ and PHA® allow for easy dosing and customization, making it a quick way to test a hop water or NA pour before committing to a full batch.
Off-premise purchases of NA beer, wine, and spirits generated $925 million last year, up 21.9% from a year ago (NIQ). “Off-premise is highly planned and linked to same‑day consumption,” says Nielsen IQ, so shoppers arrive with the occasion in mind — whether that’s a night at home, dinner party, or a friend’s backyard. Make the purchase easy and transparent for the intended hangout: with clear flavor profiles, value packs, and a range of ABV. Some RTD brands are even targeting the specific occasion or personality for the beverage in mind, telling the consumers exactly when, where and who should drink it.
Whether the glass holds 0.0% or 5.5%, everyone is reaching for great flavor. Innovative and inclusive breweries have immense opportunity. The drinkers are already there, curious, and ready to stay a while.
