Nowhere Near Beer –
January 9, 2019 – Non-alcoholic beer accounts for less than 1 percent of the total U.S. beer market, according to Heineken. Historically, most big brewers have played in the non-alcoholic segment with lower-profile brands, such as O’Doul’s from Anheuser-Busch InBev. But that dynamic is slowly shifting … Rather than simply removing alcohol from regular Heineken, the brewer made 0.0 from scratch as it sought a formula that tastes and smells as close to regular beer as possible.
We see large numbers of younger consumers not drinking alcohol at all and a continuing trend towards wellness and moderation and balance in your lifestyle,” says Jonnie Cahill, CMO at Heineken USA. According to the brewer, almost 30 percent of people between the ages of 21 to 25 have not had a beer in the last month. “These trends, which exist all over the world, actually started in the U.S. And yet the non-alcoholic space has been pretty poorly served,” he says.