Alcohol-Free Beer Sales Surge 50% as Gen Z Embraces Sober Curious Movement

Non-alcoholic beer sales have surged 50% year-over-year, driven by Gen Z consumers who drink 20% less alcohol than Millennials at the same age, in what researchers call the most significant generational shift in drinking culture.

Market Growth

Athletic Brewing leads the NA beer market with $500 million in annual sales, followed by Heineken 0.0 and Guinness 0.0. Total NA beer market reached $3 billion in the US in 2025.

Why Gen Z Drinks Less

Health consciousness, wellness culture, social media (nobody wants drunk photos posted), and the availability of quality alternatives have all contributed to the shift.

• NA beer sales up 50% YoY
• $3B US market
• Gen Z drinks 20% less than Millennials
• Athletic Brewing leads at $500M revenue