- Hollis Johnson/Business Insider
- Anheuser-Busch InBev launched 12 new no- and low-alcohol beers in 2018.
- Today, 8% of Bud Light and Budweiser’s parent company’s global beer sales by volume are from beers with lower or no alcohol, with plans to grow that figure to 20% by 2025.
- AB InBev CEO Carlos Brito said Thursday that he expects the trend to continue to grow in the US, with the company testing an alcohol-free version of Budweiser.
Booze-free beer is on the rise.
In 2018, Anheuser-Busch InBev launched 12 new no- and low-alcohol beers, the company announced on Thursday. At this point, 8% of the company’s global beer sales by volume are from beers with lower or no alcohol, with plans to grow that figure to 20% by 2025.
Nonalcoholic brews are the fastest-growing segment in the beer industry, the news website Axios recently reported, citing a 2018 GlobalData report. As overall beer sales stagnate, nonalcoholic-beer sales have grown by 3.9% on average for the past five years, according to The Wall Street Journal.
AB InBev CEO Carlos Brito name-checked low- and no-alcohol beer as a crucial global trend in a call with investors on Thursday.
“I think for sure the US will follow that trend,” towards less boozy or alcohol-free beers, Brito said. AB InBev has been testing Budweiser 0.0 – a 0% ABV version of the iconic brand – in certain American markets.
Millennials and Gen Zers around the world are drinking less than older generations. A 2018 report from Berenberg Research found that respondents in their teens and early 20s were drinking over 20% less per capita than millennials – who drank less than baby boomers and Gen Xers – did at the same age.
The decline in younger people drinking has been tied to several factors.
Brito linked the growing importance of health and wellness for younger drinkers to the rise of lower-alcohol beers. In the era of legal weed, Gen Zers and millennials are more likely to favor marijuana over booze. And, social media-savvy individuals are seeking control in the face of constant social-media surveillance by cutting back on alcohol consumption.