As we near the end of 2024, it’s time to reflect on how the world of Alcohol-free has changed over the past year and its growth in the overall drinks market.
The public’s interest in no and low alcohol beverages has been steadily growing over the past few years. But in 2024 we’ve seen a big change in attitudes towards alcohol-free drinking and the industry in general. What a good time to be an alcohol-free brewery, hey? 😉
In this blog, we wanted to discuss the current state of no and low alcohol drinks in the market. Alongside where we see 2025 taking both us as a brewery and the market as a whole.
Let's talk stats
According to a study carried out by the BBPA in July of this year, No and low beer is the fastest-growing category in the UK. Low and no options increased in the beer category by 23% year on year, and 8% of pubs serve a no and low draught option. A significant increase from 2% serving a draught option at the end of 2019. We’ve added our award-winning Pilsner to the mix!
These stats are not only discussing the no and low beer market but the entire scope of no and low. Though, according to the IWSR,
lager, stout and non-alcoholic beers are expected to grow over the coming years, whilst other no and low beverages even out.
The trends in alcohol consumption in the UK and globally have been on a downward trend for many years now. With an increase in people seeking lower strength or alcohol-free options to drink in a social setting.
It is the upcoming generations driving this change, with Millennials currently making up the highest percentage of no and low buyers according to Beverage Daily. With Gen Z also continuing to follow this trend.
The Growth of Nirvana Products
Over the year at Nirvana, we’ve introduced a wide variety of new products which have gone down a storm!
First, we had our new Bavarian beers, the Cloudy Lemon Lager and traditional Hefeweizen. Loved by many and a complete success! Then, we released our Nirvana Pils in June. Which has been such a hit, you can even find it on tap at the National Theatre. So head on over for a pint 😉.
The most recent additions to the Nirvana family have been our Amber ale, Nirvana Best – true British icon – and our new Milk Stout. A limited edition seasonal speciality, perfect for Winter.
We also say a sad goodbye to some of our longest-standing brews, our traditional and organic pale ales have sadly said their last goodbyes. All part of our master plan – we assure you!
Forecast for 2025
It’s not just wishful thinking – we have the stats to prove it – alcohol-free beer’s popularity is rising!
With the younger generations consuming less alcohol and overall being more conscious of their alcohol consumption, the no and low market has tonnes of room to grow. Trends point towards continued growth over the next years, with the ISWR predicting that non-alcoholic drinks will continue to grow in the market until 2027.
Here at Nirvana, we have loads of plans as we look towards the new year. New beers, new bottles and a new Nirvana! Or at least a new side to us. We hope that you continue to join us on this exciting journey.
