
Americans are rethinking their drinking habits, and the latest YouGov CategoryView research highlights how this shift is transforming the industry. In 2024, one-third of Americans reported drinking less alcohol, with many opting for non-alcoholic alternatives. As Dry January gains momentum in 2025, let’s examine the trends and their implications for independent breweries.
Key findings from YouGov’s CategoryView research

Alcohol consumption declines
One in three Americans reduced alcohol consumption in 2024, with financial constraints being the top reason (22%), according to according to YouGov’s latest CategoryView research. While beer remains the most popular choice (35%), followed by wine (27%) and liquor (24%), the data signals a shift toward more mindful drinking habits.
Non–alcoholic alternatives surge
The popularity of non-alcoholic beverages continues to grow, especially among younger adults aged 21-29. Nearly 27% of this demographic consumes non-alcoholic drinks weekly, driven by health consciousness, affordability, and taste. Non-alcoholic beer is becoming a standout star in this category.
The rise of non-alcoholic beer

Craft breweries are embracing the non-alcoholic trend, creating innovative brews that cater to mindful drinkers. Brands like Athletic Brewing and Best Day are leading the charge in the United States, while international players like Mash Gang and Guinness have entered the market with bold offerings. Even celebrities are tapping into this trend; Tom Holland, known for his Spider-Man role, launched his own non-alcoholic beer brand, BERO.
Non-alcoholic beer appeals to consumers who want the flavor and experience of beer without the alcohol. Advances in brewing technology allow brewers to craft NA beers with complex flavors, making them a viable alternative for traditional beer lovers.
Expanding non-alcoholic market in America

The non-alcoholic beverage market is booming. Younger consumers are driving demand, with many citing health and wellness as primary motivators. Weekly drinkers of NA beverages point to factors like ease of availability (34%), avoiding intoxication (30%), and avoiding hangovers (23%), according to YouGov’s latest CategoryView research. Independent breweries are capitalizing on this trend by creating NA versions of their flagship beers or launching entirely new brands dedicated to non-alcoholic brews. Athletic Brewing, for instance, has become one of the fastest-growing craft breweries in the United States, and it only make NA beer.
Why breweries should embrace non-alcoholic options

Non-alcoholic beer is no longer a niche market; it’s a growing segment with long-term potential. By offering NA options, breweries can appeal to a wider audience, including health-conscious drinkers, designated drivers, and those participating in challenges like Dry January. The market’s growth underscores a broader shift in consumer behavior. Craft breweries that innovate in this space can position themselves as leaders in a rapidly expanding category.
Looking ahead

As more Americans adopt mindful drinking habits, the non-alcoholic beer market will continue to flourish. From young adults embracing wellness to seasoned beer lovers seeking flavorful NA options, the demand shows no signs of slowing down. Independent breweries have a golden opportunity to cater to this trend while maintaining their creative edge. For more on this topic, read our past features on Best Day’s Galaxy Ripple and Mash Gang’s exciting U.S. debut. Stay tuned as we continue to cover the evolving landscape of non-alcoholic beer and Dry January trends.
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