Around 40% of Americans want to reduce alcohol consumption and prefer low-key beer alternatives|@AthleticBrewing|X

Since 2020, non-alcoholic beer sales in the US have seen double-digit growth each year, reaching $440 million this year alone. 

Athletic Brewing leads the market with its trendy, sub-0.5% ABV beers. In 2024, the brand has outsold competitors like Heineken and Budweiser in in-store sales of non-alcoholic beers. 

The company now controls 19% of the US non-alcoholic beer market, driving 32% of its category’s growth, according to NielsenIQ data.

This growth is driven by changing drinking habits, with around 40% of Americans seeking to reduce alcohol consumption and turning to low-key beer alternatives like Athletic.

Brands like Liquid Death and Olipop are also experiencing a boom in the alt-beverage market, with valuations reaching approximately $1.4 billion and $800 million, respectively.