This audio is generated automatically. Please let me know if you have any comments.
Weekly Sip is Food Dive’s column focusing on the latest news from the fast-changing and growing beverage sector. From the first product lines to major investments and controversial topics, this column aims to quench your thirst for development in the category.
Heinekin sees a future that includes more non-alcoholic products.
A leading beer brand is using data to solve obstacles. This hinders the widespread acceptance of non-alcoholic beverages.
Heineken has found that while there is still a stigma around non-alcoholic drinks such as Heineken 0.0 beer, significant progress has been made towards wider acceptance as consumers become more familiar with these drinks.
Heineken’s survey of nearly 12,000 people over the legal drinking age found that consumers increasingly view people who drink non-alcoholic beverages as ‘respectable’ (25% of respondents) and ‘cool’ (9%). Appeared.
Despite still feeling social pressure to drink, Gen Z continues to lead as consumers of non-alcoholic beverages.
21% of those surveyed from this generation said they hid the fact that they were drinking non-alcoholic beverages. Less than 40% of Gen Z men said they would only drink low- or no-alcohol drinks if their friends also drank, and 29% felt they had to justify their choices.
For the investigation, Heineken collaborated with Charles Spence, professor of experimental psychology at Oxford University.
“Our study uncovered some interesting insights into the evolution of social attitudes toward alcohol consumption,” Spence said in a press release. “For many people, alcohol is no longer the default in social situations. Despite the stigma still experienced by younger generations of legal drinking age, we are seeing a shift towards more mindful consumption.”
Heineken said the outlook for the non-alcoholic category remains positive. Non-alcoholic beverages, such as Heineken 0.0%, which first launched in 2017, now account for 4% of its global portfolio, according to the company. Non-alcoholic beer overall accounts for 1.7% of global beer production, Heineken noted.
optional captions
Provided by Giesen Group
Giessen toast to alcohol-free growth
While wine consumption remains stagnant, more and more consumers are choosing zero-proof alternatives to grape-based beverages. Few brands in the non-alcoholic wine category have benefited more than one New Zealand drinks manufacturer.
Giessen 0% recorded 49% year-over-year sales growth in the U.S. in 2024 and holds a 61% share of the premium non-alcoholic still wine category, according to Nielsen data cited by the brand in its press release. The growth gave Giesen a 16.5% share of total non-alcoholic still wines from 0%.
Giessen sells 7 types of wine, including Riseling, Pinot Grigio, and Chardonnay.
“It’s been amazing to witness first-hand the shift in consumer preferences for low- and no-alcohol alternatives, and we’re thrilled that our commitment to premium, non-alcoholic wines has resonated with so many American wine drinkers,” said Richard O’. said Richard O’. Brien, the brand’s director of sales and marketing, said in a statement.
Interest in the non-alcoholic wine category saw significant growth last year, up 28.5%. Giesen, the brand explained, is a result of more consumers deciding to limit their drinking.
optional captions
Courtesy of Free Spirit
Free Spirits is shaking up your favorite cocktail.
A non-alcoholic beverage brand is expanding its RTD offering with two of the following: The trendiest cocktail in the bar.
Free Spirits has launched two new canned products: Negroni and Espresso Old Fashioned.
The former was created using the brand’s non-alcoholic aperitivo, gin and vermouth alternatives. The design features a twist of orange on ice to capture the vibe of a Mediterranean drink.
“The bitter notes of an Italian aperitivo are perfectly balanced with the rich, sweet notes of vermouth and the botanical notes of gin, making it a great cold-weather drink,” founder Milan Martin said of the brand’s non-alcoholic Negroni. “It will be possible,” he said.
The Espresso Old Fashioned is the brand’s interpretation of an espresso martini made with Free Spirits’ bourbon alternative.
Founded in California, Free Spirits creates non-alcoholic beverages by distilling ingredients like oak, agave, and juniper and infusing them with vitamins B3, B6, and B12 to provide a better cocktail experience without the alcohol. The brand first entered the RTD space last year. Margarita and Kentucky Mule drinks.
