"It was the first time I could remember sales of a booze-free brew outpacing the real thing (I spied plenty of cans of regular Heineken still available). Turns out, though, the run on NA beer isn't so unusual: The non-alcoholic beer industry has been rapidly expanding and is expected to grow 8% a year through 2029, according to IWSR, which collects data, analytics, and insights for the alcohol industry."
"'The category is still in its early innings, but consumer interest in moderation and balance continues to accelerate,' says Heineken USA Chief Marketing Officer Alison Payne. Indeed, since launching in 2019, Heineken 0.0 has seen double-digit growth, and the company's building on that momentum by expanding access, partnering on cultural moments like the Open, and more. 'As quality improves and availability expands, NA options are quickly moving from niche to mainstream, bringing entirely new occasions and drinkers into the beer space.'"
A fan found Heineken 0.0 sold out at Arthur Ashe Stadium during the U.S. Open women's semifinals, despite regular Heineken still being available. Non-alcoholic beer sales have begun outpacing traditional beer in certain situations as the NA beer industry expands rapidly, projected to grow about 8% annually through 2029 per IWSR. Heineken 0.0 has experienced double-digit growth since 2019, driven by improved quality, broader availability, and partnerships at cultural events. Growing consumer interest in moderation and healthier lifestyles, alongside changing demographics and routines, is shifting NA options from niche toward mainstream consumption occasions.
Read at Bustle
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