Feb 28, 2024 - Food and Drink

Nonalcoholic beer sales soar in Detroit

Data: NIQ; Chart: Axios Visuals
Data: NIQ; Chart: Axios Visuals

The "damp" or "dry" lifestyle is going 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.

By the numbers: Although U.S. alcoholic beer sales are fairly flat, nonalcoholic beer sales are on the rise, according to NIQ, which tracks buying behavior.

Zoom in: In the Detroit area, nonalcoholic beer sales rose for the fourth straight year, up to $462,214 in January compared with $322,276 last year and $175,208 in 2020.

The intrigue: "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 nonalcoholic beers

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