Non-alcoholic Beer Booms Amid Dry ‘January’

“Dry January” is when many people vow not to drink alcohol for the first month of the year to reset their relationship with alcohol after the holiday season. This month usually brings a “heightened level of attention to non-alcoholic drinks,” but according to the CEO of Athletic Brewing, non-alcoholic brews’ popularity is going to last beyond a single month. 

According to Bill Shufelt, CEO of Athletic Brewing, and CNBC, non-alcoholic beers make up more than 2% of all beers sold at grocery stores across the country. A vast improvement of what was once 0.3% of the beer category. 

There are more consumers now focused on healthier drinking alternatives and safer drinking habits, and according to GMI Insights, the global non-alcoholic beer market has reached $22 billion in 2022. 

Athletic Brewing received a $50 million investment from Keurig Dr. Pepper in November, allowing the company to “invest in its facilities in Connecticut and San Diego,” according to CNBC. 

The future looks bright for the non-alcoholic beer industry and Athletic Brewing.