Trend Brief: Non-Alcoholic Beverages - NA Beer & Beyond

Consumers seek guilt-free, enjoyable alternatives with improved taste profiles and broader variety

Amidst shifting consumer preferences, Non-alcoholic (NA) options have become integral to mindful drinking, with half of global non-alcoholic consumers choosing an NA option weekly¹. These options, appealing beyond mere beer substitutes, offer increased drinking occasions earlier in the day². The initial draw of NA beer lies in delivering a full-strength beer experience without the intoxicating effects. As consumers seek flavorful alternatives, the demand for NA beers, hop waters, and other non-alcoholic options has surged, fueled by a desire for bold taste experiences. This article delves into the world of non-alcoholic beverages, exploring the factors driving their popularity. However, the growing demand poses a unique challenge: producing exceptional alcohol-free options that align with the preferences of today's consumers.

Embracing Mindful Drinking: The Catalyst for NA Beer’s Ascent

As consumers prioritize well-being, a rising trend toward mindful drinking contributes to the growing popularity of NA beer and other options. Health-consciousness continues to drive the quest for alcohol-free alternatives, enabling enjoyment of social occasions without compromising health. Movements like Dry January and Sober October encourage broader exploration of new non-alcoholic options. 

However, the NA category faces challenges, as observed by Kalsec Hop Scientist Jake Kirkendall, “A growing variety of NA beers fill the market, but the majority disappoint. They tend to have thin bodies, lack flavor, and often have undesirable off flavors, such as oxidation.” Such experience is common for consumers venturing into the category as they search for and remain loyal to those NA beers that fulfill the complete sensory experience they desire.  

New entrants recognize the demand for a complete sensory experience, finding success by delivering more beer-like qualities. As Jake notes, “I gravitate towards options displaying more beer like qualities, and I think most importantly, these beers have the effect where I will reach for a second one. I drink these beers because I enjoy the flavor and continue to keep them stocked as part of my regular rotation to this day.” Jake adds, “I routinely speak with others both in the brewing industry and from outside of it who share similar experiences and perceptions of the current offerings.”

 “A growing variety of NA beers fill the market, but the majority disappoint. They tend to have thin bodies, lack flavor, and often have undesirable off flavors, such as oxidation.” Jake Kirkendall, Hop Scientist

Craving the Full-Strength Experience: Elevating NA Beer’s Taste Profile

Fueled by a desire for a full-strength beer experience, consumers actively seek NA beers boasting rich flavors and aromas reminiscent of alcoholic brews. Brewers and beverage innovators are responding to this demand by utilizing advanced brewing techniques and premium ingredients to craft NA beers that authentically emulate a full-strength beer experience, all while being alcohol-free. The NA beer landscape now spans a wide range of styles, from hoppy IPAs to rich stouts, ensuring consumers can indulge in a spectrum of taste profiles and aromas, satisfying their desire for a complete and satisfying non-alcoholic beer experience.

Navigating Opportunities and Challenges in NA Beer Production

While consumer adoption of NA beers is on the rise, brewers encounter challenges in meeting heightened expectations. Producing NA beers with complex and rich flavors that rival their alcoholic counterparts poses a daunting task. Despite years of R&D investment and brewing mastery, producing a full-flavored NA beer remains intricate. Brewers must meticulously address the sensory experience, ensuring authenticity in mouthfeel, aroma, and overall taste without the presence of alcohol. Consistency in flavor and quality across batches is pivotal for building brand loyalty and retaining consumers. Additionally, overcoming the entrenched stigma attached to NA beers and positioning them as appealing choices for all occasions presents a significant hurdle.

The current landscape of NA beer production is characterized by two primary categories: complete fermentation and low to no fermentation methods. The complete fermentation approach involves removing ethanol through methods like membrane filtration or thermal de-alcoholization. However, membrane filtration may introduce a slightly acidic off-character, and thermal de-alcoholization can lead to decreased volatile profiles and oxidized flavors.

In contrast, the low to no fermentation methods have gained popularity for their cost-effectiveness and space efficiency. This approach includes three main methods: interrupted fermentation, cold contact process, and the use of maltose-negative yeasts. While these processes avoid expensive equipment, they can yield beers with low fermentation character, excessive sweetness, and an unfermented worty quality.

Complete Fermentation Methods

• Utilize processes like membrane filtration or thermal de-alcoholization.
• May introduce off-flavors or decrease volatile profiles.

Low/No Fermentation Methods

• Include interrupted fermentation, cold contact process, and maltose-negative yeasts.
• May result in beers with overly sweet and worty characteristics.

Innovative Solutions and Future Outlook of NA Beer

To tackle challenges and meet escalating demand, breweries are embracing innovative strategies. Advanced methods are employed to enhance the flavors and aromas of NA beers, bringing them closer to their full-strength counterparts. One increasingly popular technique is mixed method brewing, where fully and partially fermented beers are combined, reducing off flavors and providing better control over the final product. 

Another emerging approach involves strategically using extracts and natural flavors to mask undesirable characteristics and compensate for missing volatile and flavor attributes. Tools such as advanced hop extracts, ester replacement products, ethanol replacement flavors, and mouthfeel modifiers  enable brewers to bridge the gap between a good match and an outstanding one. By addressing specific flavor removal or absence, brewers can elevate their NA beers, enhancing their resemblance to full-strength counterparts or amplifying beer-like attributes.