Non-alcoholic beer sales soar in Cleveland
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For many, the "damp" or "dry" lifestyle has extended beyond January.
Why it matters: This year, huge interest in the annual booze-free challenge Dry January marked a change in the way American adults think about alcohol, Axios' Carly Mallenbaum and Alice Feng report.
By the numbers: Although alcoholic beer sales are fairly flat, non-alcoholic beer sales are on the rise in the U.S., according to NIQ, which tracks buying behavior.
- Only 62% of adults under age 35 say they drink, down from 72% two decades ago, according to the latest Gallup data.
Zoom in: In the Cleveland area, non-alcoholic beer sales rose substantially for the fourth straight year, up to $379,000 in January 2024, compared with $255,000 last year and $90,000 in 2020.
Case in point: A major non-alcoholic beer brand driving the trend is Athletic Brewing Co.
- Whole Foods Market now sells more non-alcoholic Athletic beer than any other brand of beer, with or without alcohol, The Wall Street Journal reports.
The intrigue: The search term "Dry February" is being Googled more than ever in the U.S., with search interest this month 30% higher than last February, according to Google Trends.
Go deeper: The best non-alcoholic beers