Non-alcoholic drinks that mimic beverage alcohol is a growing business in America and beyond, and why not? Not to get all sciencey on you, but booze is fairly bad for you physically. Those looking for a healthier lifestyle might yearn to enjoy the flavors and vibes of beer, seltzer or whatever without the booze or hangover, and they’re looking for quality NA versions that are just as good as their craft counterparts. Here are some numbers via IWSR, a global expert of data and intelligence on the alcoholic beverage markets, on the potential and pitfalls of the NA market.
No/low alcohol beverages overall are on the rise globally, but some markets proved more resilient than others over the last year. Germany, the largest no/low alcohol market by volume, experienced almost a -5% drop in consumption in 2020, due to reliance of the no/low beer segment in the on-trade at bars and restaurants. Meanwhile, the US, as the next largest market, is currently the most dynamic, with the no/low segment registering over +30% increase in 2020 despite the enormity of the challenges faced by the industry.
According to the Adult Non-Alcoholic Beverage Association, the global market for non-alcoholic drinks is expected to grow to $30 billion by 2025. Wait, who? Yep, to foster growth in the adult non-alcoholic beverage category, leaders in the industry are joining together to create the Adult Non-Alcoholic Beverage Association (ANBA). From the press release:
“The Adult Non-Alcoholic Beverage Association seeks to promote, protect, and grow the non-alcoholic beverage industry by providing a central voice that serves our members as well as raise awareness of the overall industry,” said ANBA CEO Marcos Salazar. “This is an exciting time for adult non-alcoholic beverage manufacturers, and we are ready to provide support and fuel further consumer growth.”
According to that same press release: In the United States, NA spirits soared 113.4 percent in the last year, when compared to the year before. NA beer drove 31.7 percent of growth and NA wines 39.4 percent, according to NielsenIQ. How will ANBA help increase that? The association plans to work to foster a bigger NA beverage community and develop an education platform that educates and engages drinkers, trade allies, the media and government stakeholders around a category. ANBA is formed by more than 40 NA brands, many of which are listed below. The organization named these challenges specifically:
- Universal regulations
- Industry standards
- Guidelines for international trade and market expansion
- A central entity driving the education of all stakeholders – consumers, retailers, suppliers, and complementary industries
“Creating ANBA is a critical step for the adult non-alcoholic beverage industry because no one company can shape a vibrant, forward-thinking industry alone,” said ANBA Board Chair and Athletic Brewing Co-Founder Bill Shufelt, “The industry has an incredible opportunity to not only grow the marketplace, but ensure that all adult non-alcoholic beverages offer quality experiences and meet industry standards. This is another big step forward to destigmatize the non-alcoholic beverage industry.”
Founding brands of ANBA include Acid League, All The Bitter, AL’s, Amethyst Spirits, Athletic Brewing Co., Atmos Brewing Co., Best Day Brewing, Betera, The Bitter Housewife, Buonafide 0.0, CERIA Brewing Co., Discoe Beverages, DistillX Beverages Inc., DRY Botanical Bubbly, Ferm Fatale, For Bitter For Worse, The Free Spirits Company, GO Brewing, Grüvi, H2OPS Sparkling Hop Water, Hairless Dog Brewing Company, Hella Cocktail Co., Isn’t Drinks, KUL MOCKS, Leader Brewing, Libra, Lyre’s, Mingle Beverage Company, Mocktail Club, Mocktails, One For The Road Brewing, Partake Brewing, Rally Brewing Company, Rightside Brewing, Ritual Zero Proof, Rock Grace, Seir Hill, SipC, Spiritless, Spirity Cocktails, Starla Wines, Teetotaler Wines, Thomson & Scott Noughty, Top Note Tonic, Töst, WellBeing Brewing Co., Wilderton Botanical Distillate, Woodnose, with more brands joining every day.