N/A beer sales surge in Charlotte
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NARC. Courtesy of Resident Culture
Sales of non-alcoholic beer have surged in Charlotte, mirroring a national trend.
Why it matters: Charlotte is a craft beer city. But increasingly, thirsty customers are reaching for more than hoppy IPAs and German-style pilsners.
By the numbers: Sales of nonalcoholic beers in Charlotte for the month of January were up 42.9% compared to 2023, according to data from NIQ.
The big picture: Nationwide, major interest and participation in Dry January marked a change in the way American adults think about alcohol, Axios' Carly Mallenbaum and Alice Feng reported.
- The shift has to do with the fact that longevity and sleep have become major health priorities.
- In Charlotte, the Countercultural Festival, a popular alcohol-free event, recently returned for a second year to Camp North End, offering N/A drinks and access to a market and entertainment.
Zoom in: Nationally, while alcoholic beer sales have been flat, non-alcoholic beer sales have risen. A major brand driving the trend: Athletic Brewing Company.
- Whole Foods Market now sells more non-alcoholic Athletic beer than any other brand of beer, with or without alcohol, WSJ reported.
- In Charlotte, you can find Athletic at bottle shops like Salud Beer shop.
By the numbers: Only 62% of adults under 35 say they drink, down from 72% two decades ago, per the latest Gallup data.
Between the lines: Resident Culture Brewing recently launched its first non-alcoholic beer, called NARC, which stands for Non-Alcoholic Resident Culture. NARC is available in two versions — IPA and lager.
- The product launch was so popular, the brewery sold out of January inventory, according to Resident Culture co-founder Phillip McLamb.
- Part of the reason, he says: There are no other N/A beer options from other local breweries.
- "We have since produced more and sales remain strong, but it's a very hard product to produce to taste like beer and make shelf stable since there is no alcohol in it to counter any bacteria that could make the beer go bad," McLamb says.
The bottom line: Spirit-free drinks — from N/A beers and seltzers to mocktails — are soaring in popularity for a host of reasons. Don't be surprised to see other local businesses jump on the trend.