October 1, 2019
PURITAN NATION:
As drinking declines, nonalcoholic beer gets a slick rebrand: Brooklyn Brewery is betting better taste--and looks--will lure more sober-curious drinkers. (LIZ STINSON, 10/01/19, Fast Company)
Statistically speaking, people have been ready for something like Special Effects for a while. The demand for nonalcoholic beverages has been steadily growing over the last five years; meanwhile, beer sales have flattened. One report found that while NA beers claim just 5% of the current global beer market, the category is experiencing growth of 3.9% on average annually, making it the fastest growing segment of the beer market. Consumer habits back that up. Research from Brooklyn Brewery found 44% of 21- to 34-year-old beer drinkers (read: a very monetizable demographic) actively take time off from drinking alcohol. Fifty-four percent of beer drinkers are looking for ways to reduce their alcohol consumption.
Posted by Orrin Judd at October 1, 2019 2:21 PM