Non-alcoholic beer continues to post big gains in 2025. New data from the Beer Institute shows that the NA beer category is up 22.2% year-to-date and 16.4% over the past 12 months. The top growth month? July 2024, with a 30.8% year-over-year spike. That surge helped solidify summer as a seasonal stronghold. July, August, and May were the biggest months for non-alcoholic beer last year. The growth isn’t limited to grocery shelves. On-premise sales are up 26.4% so far in 2025, building on a 22% increase in 2024. While retail still dominates, the gap is shrinking fast.
Younger drinkers are driving growth
Recent consumer surveys paint a clear picture: younger legal-age drinkers want alcohol-free options. According to the Beer Institute survey:
- 61% of Gen Z and Millennial consumers say they’d choose an NA version of their favorite beer.
- 57% would stay longer at bars or restaurants that offer solid non-alcoholic selections.
NA beer is still the leading product in the broader non-alcohol category, accounting for 87% of U.S. non-alc sales. Honestly, it’s exciting to see beer dominating a certain market again.
Dry January data confirms the trend
While we’re here, let’s discuss the Beer Institute’s Dry January survey, conducted in January 2025. It found that:
- 60% of participants felt low- and no-alc beer helped them meet their moderation goals.
- 22% preferred non-alcoholic beer over other NA beverages.
- 49% cited wellness, and 48% cited saving money as their main reasons for reducing alcohol intake.
With this new data, it’s clear mindful drinking isn’t just a January trend. It’s a year-round shift in consumer behavior.
YouGov study supports long-term shift
2024 YouGov CategoryView research reinforced this transformation:
- One in three Americans drank less alcohol last year.
- 27% of 21- to 29-year-olds drink non-alcoholic beverages weekly.
- Top motivations include health consciousness, avoiding hangovers, and affordability.
Reasons craft brewers should consider NA beer
- Market demand is proven
Double-digit growth year after year shows that this isn’t a fad. The category has staying power. - Younger audiences are interested
Gen Z and Millennials expect breweries to offer more inclusive and health-conscious options. Do it! - Opportunities for seasonal and taproom innovation
Summer is prime time for NA beer. Breweries can craft limited releases or pilot test products in taprooms. - More on-premise access
Restaurants and bars are ramping up NA offerings. Breweries that provide high-quality NA beer can gain more placements. - Low-risk brand extension
NA beers can be spin-offs of flagship products or entirely new SKUs. Either way, they expand your potential audience without a ton of risk.
Infographic: Get the full picture
The Beer Institute has released a new infographic that visualizes the full story — growth rates, consumer insights, top months, and more. It’s a must-see for anyone curious about the future of NA beer.
Conclusion: The NA movement is real
The non-alcoholic beer segment continues to outpace expectations. With strong year-to-date gains, growing interest from younger consumers, and expanding sales channels, this is a moment of opportunity. For craft brewers, now’s the time to explore what a non-alcoholic offering can do for your brand. Stay tuned as Craft Brewing Business continues to cover the evolution of NA beer and the breweries pushing it forward.
