Nonalcoholic booze scores big ahead of the Super Bowl

Zero-proof beer sales are surging just as another major brand touts its newest boozeless brew during Sunday’s big game.

Beer has long been king on Super Bowl Sunday, but this year more Americans may be reaching for alcohol-free brews.

U.S. sales of nonalcoholic beer, wine and spirits surged 26% over the past year to top $800 million, according to the market research firm NIQ.

Traditional alcohol sales, on the other hand, fell for the first time in three years, though by a modest dip of less than 1%. Consumers report drinking less than they did during the pandemic, with 58% telling Gallup pollsters in mid-2024 that they consumed alcohol, down from 67% in mid-2022.

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Economic pressures and health consciousness are driving these trends, according to Kaleigh Theriault, alcohol and beverage thought leader at NIQ.

https://www.nbcnews.com/business/consumer/nonalcoholic-booze-scores-big-ahead-super-bowl-rcna190897

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