Big Beer Backs Non- Alcoholic Beers despite Pandemic Sales Decline
Responding to growth of non-alcoholic beer sector in Europe, big beer companies like Anheuser-Busch and Heineken are continuing to aggressively promote their N/A brands in the US in spite of the fact that their sales declined during the pandemic
According to market research provider Euromonitor International Global, non-alcohol beer sales fell 4.6% in 2020 to $11.6 billion after 9% average annual growth in the previous four years.
But with the coronavirus waning big brewing conglomerates are renewing their commitment to N/A beers in the United States reports Reuters, which many analysts see as virgin territory for the sector especially when compared to Europe, that now represents almost three-quarters of all non-alcoholic beer consumed globally.
IWSR Drinks Market Analysis predict that non-alcohol beer sales, (with a higher production costs that are offset by lower excise taxation) will triple in the US by 2025.
Words to Drink By
“The most important things are the hardest to say, because words diminish them.” – Stephen King, American author
A Victorious Beer Returns
Frederick, MD-based Flying Dog Brewery is renewing its support of the Pink Boots Society with the return of a collaboration they originally did with the organization last November which benefits the international nonprofit. Scheduled to hit store shelves in mid-July, Victress is a sweet, tart and juicy Cranberry Lime Kettle Sour with an ABV that was upped from 4.2% in 2020 to 6.8% this time around.
Victress was created in conjunction with Pink Boots Collaboration Brew Day and proceeds from the beer benefit the organization which works to assist, inspire and encourage female professionals in the beer industry to advance their careers through education. Funds raised are applied to educational scholarships and programming for members.
The women of Flying Dog have come together for the last 5 years to brew world class beers as part of the Pink Boots Society’s Collaboration Brew Day and we are so excited to increase our support of the program this year with expanded distribution for Victress,” said Kristin Hanna, Sales and Marketing Program Director at Flying Dog Brewery. “Not only will this allow more consumers to sip on a delicious summertime beer, but it will also help spread awareness of the Pink Boot’s Society’s important mission and work.”