Non-Alcoholic Beer Boom: Sage Steele Backs Bud Light’s Decision, NielsenIQ Data Shows 34% Sales Jump

Former ESPN host Sage Steele discusses why she supported UFC president Dana White’s decision to maintain Bud Light as its beer sponsor during an appearance on “OutKick The Morning”. Beer devoid of alcohol is generating the most excitement in the industry at present, according to data from NielsenIQ. Sales for this segment rose by 34.5% last year compared with figures recorded towards the end of 2022. Zero-proof beer has also seen a similar increase so far in 2024. Both small craft breweries and major global brands are banking on alcohol-free beverages to drive growth, as outlined by industry analyst Williams who shared this information via NielsenIQ. Founded in 2017, one brand that exclusively produces non-alcoholic beer boasts six of the top twenty-five selling non-alcoholic beer brands on the market today, with Run Wild IPA being its most popular offering. Launched around the same time is Heineken’s alcohol-free variant which has become a major force in the US and contributed to overall growth for Guinness as well. Other notable names appearing high up the list include BrewDog, who has just opened London’s first ‘BrewBar’, offering its patrons both low and no-alcohol drinks on draught or by can. Williams identifies these five beer brands – none of which contain alcohol – to be atop today’s most successful products in the industry currently experiencing declining sales for traditional, boozy brews (-1.9% over a 12 month period ending March). The trend towards moderation has led women to become more conscious about the amount of alcohol they consume, and this is driving innovation within the category according to Meagen Anderson – founder of AFicioNAdo Certification Program which provides education for hospitality industry professionals on non-alcoholic beer, wine and spirits. Younger consumers are also opting against excessive drinking habits when socialising in bars or restaurants instead choosing alcohol-free drinks due a dislike of sugary soda offerings being their sole choice of alternatives according to Williams. While still representing just 3% of the $50 billion annual market for retail beer sales, this niche sector has generated an impressive surging $1.5bn in revenue which did not exist only a few years ago and is predicted by industry experts to have huge upside potential as demand continues to grow within its relatively small segment of the wider beverage marketplace.